Brand Tone

Aspirational, youthful, and effortlessly cool.

Brand Values

• •Style & Trend-Consciousness
• •Aesthetic & Image
• •Simplicity
• •Accessibility

Best Practices

• •Create a "Voice" Guide: Document the brand's tone. Specify key phrases to use (e.g., "new in," "the perfect vibe") and to avoid (e.g., "high-quality," "customer satisfaction"). Include a list of preferred emojis (✨, 🤍, 🔥, 😉) to ensure consistency across all team members who write copy.
• •Prioritize Visuals, Support with Copy: Lomamo's brand is visual-first. The copy should always complement the image or video, not overpower it. Keep captions, headlines, and descriptions concise, punchy, and evocative.
• •Speak the Customer's Language: Continue using a mix of English and Dutch on social media if the data shows the audience is responsive to it. Use relevant, contemporary slang and cultural references naturally, without forcing it. Stay active on TikTok to keep a pulse on what’s current.
• •Maintain Consistency Across All Channels: The casual, cool tone on Instagram must translate to email marketing, customer service responses, and website microcopy (like button text or error messages). An overly formal customer service email can break the brand's carefully crafted image.
• •Engage Authentically: When responding to comments and messages, maintain the brand's casual and friendly tone. Instead of a generic "Thank you," try "So glad you love it! ❤️" or "You would look amazing in it! ✨". This reinforces the brand's personality and builds a stronger community.

Social Perception

Lomamo wants to be perceived as the go-to online boutique for young, fashion-forward women in the Netherlands and beyond. It aims to be seen as a trustworthy source for the latest trends that are both stylish and wearable. The consistent branding across platforms is designed to build an image of a credible and aesthetically superior player in the crowded online fashion market. The community on Instagram and TikTok perceives the brand positively, viewing it as a source of style inspiration.

Copy Examples

• •The weekend is calling. 📞 Our new Aura Knit Dress just dropped and it’s the perfect vibe. Tap to shop before it’s gone. ✨ #lomamo #newin #dressaddict #ootn
• •(Video shows a model styling one pair of trousers in three different ways) On-screen text: "One pair of trousers, three completely different looks. Your wardrobe just got an upgrade. 😉" Caption: "Obsessed is an understatement. Which look is your fave? 1, 2, or 3? #stylingtips #howtostyle #fitcheck #lomamo"
• •Headline: "Your New Uniform" Sub-headline: "Effortless styles, designed for your life. Discover the new collection."
• •✨ Inside: Your exclusive 20% off code ✨ Email Body Snippet: "Hey babe, your style refresh starts now. We noticed you checking out some of our favourite pieces. Maybe this will help you decide... Use code STYLE20 for 20% off, just for you."
• •You can’t go wrong with a classic. Our Essential Ribbed Top is the ultimate wardrobe staple. Made from a soft, stretchy fabric that hugs in all the right places. Dress it up with a skirt or keep it casual with jeans. The possibilities are endless. * Soft-touch ribbed fabric * Flattering crew neck * Available in 3 essential colours