Brand Tone

A dual tone, aspirational, sophisticated, and empowering on its website, contrasted with an urgent, promotional, and discount-focused tone on social media and ads.

Brand Values

• •Style & Elegance
• •Quality & Craftsmanship
• •Empowerment
• •Functionality

Best Practices

• •Abandon the Dual Tone: Eliminate the aggressive discount language from primary marketing. Instead, adopt the sophisticated and value-driven tone of the website across all channels, including social media and ads.
• •Focus on "Why," Not Just "What": Instead of just showing a product, tell the story behind it. Talk about the design inspiration, the choice of materials (if genuinely high-quality), and how the bag fits into a woman's life. This reinforces the brand's stated values.
• •Use Storytelling and Lifestyle Imagery: Shift from sterile product shots on colored backgrounds to lifestyle content. Show the bags in real-world scenarios that evoke the desired feelings of elegance, confidence, and empowerment. The copy should complement these visuals.
• •Incorporate Customer Testimonials (Authentic Ones): Once product and service issues are fixed, positive reviews will follow. Use authentic customer testimonials in marketing copy to build trust and validate brand promises. Let happy customers become the voice of the brand.
• •Develop a Brand Lexicon: Create a list of "on-brand" words (e.g., elegant, crafted, versatile, confident, timeless, chic) and "off-brand" words (e.g., cheap, deal, hurry, final sale, massive discount). Use this lexicon to guide all copy creation, ensuring every word aligns with the aspirational brand identity.

Social Perception

Largely negative and skeptical due to perceived false advertising, poor product quality, unsatisfactory customer service, and lack of authenticity (often perceived as dropshipping).

Copy Examples

• •The Intersection of Elegance and Everyday. Your day is a journey. The new Serene handbag is designed to be your constant companion, blending timeless style with the functionality you demand. Carry confidence, not just a bag. Discover the collection.
• •Designed for the life you lead. From morning coffee to evening cityscape, our Verona Backpack moves with you. Meticulously crafted to be as versatile and dynamic as you are. #LerchPhiStyle #EffortlessElegance
• •More Than an Accessory: Your Statement Piece Awaits. At LerchPhi, we believe your style tells your story. That's why we don't just make bags; we craft experiences. Discover our latest arrivals, designed with intention, quality, and you in mind.
• •Where Craftsmanship Meets Confidence. Explore our collection of thoughtfully designed bags, made to elevate your every moment.
• •The Perfect Bag is an Extension of You. Stop searching for an accessory and start discovering a partner. LerchPhi offers chic, functional designs for the modern woman. Find your perfect match today.