Brand Tone

trustworthy, professional, and aspirational

Brand Values

• •Authenticity
• •Affordability
• •Quality
• •Customer Trust and Satisfaction
• •Sustainability

Best Practices

• •Prioritize Authenticity in Language: Always use terms like "authenticated," "certified genuine," and "vetted" to reinforce the brand's primary value proposition. Be transparent about the pre-loved nature of items by providing accurate, detailed descriptions and clear photographs.
• •Maintain a Professional and Elevated Voice: Avoid overly casual slang or emojis. The tone should mirror the luxury products being sold—sophisticated, clean, and elegant. Communications should be polite, clear, and service-focused.
• •Highlight Value Beyond Price: While affordability is a key selling point, frame it as "smart luxury" or "accessible elegance" rather than just "cheap." Focus on the long-term value, craftsmanship, and timelessness of the pieces.
• •Tell a Story of Circularity and Sustainability: Gently weave in the message of sustainable fashion. Use phrases like "giving a new life to luxury," "the beauty of pre-loved," or "a conscious choice for your wardrobe" to appeal to the environmentally aware consumer.
• •Build Community Through Trust: Leverage customer testimonials and reviews in marketing materials. When communicating with customers, be responsive, helpful, and appreciative to foster loyalty and reinforce the brand's reputation for outstanding service.

Social Perception

Lulu Fashion is highly regarded by its customers. It is perceived as a reliable and reputable source for authentic, second-hand luxury goods. Customers feel they are getting great value and appreciate the brand's honesty and meticulousness. The positive unboxing experiences and the quality of the products have cultivated a loyal customer base that recommends the brand to others.

Copy Examples

• •The Icon, Reimagined. Discover the timeless elegance of this pre-loved Gucci Marmont – authenticated, pristine, and waiting for its next chapter with you.
• •Luxury that tells a story. Each of our pieces is hand-selected for its quality and authenticity, so you can wear your favorite designers with confidence. ✨ #LuluFashion #PrelovedLuxury #SustainableStyle
• •An Unmissable Arrival from Louis Vuitton Hello [Customer Name], Your search for the perfect LV ends today. A stunning, certified authentic Neverfull has just arrived at Lulu Fashion. Experience the pinnacle of luxury at a price you'll love. But hurry – classics like this are never here for long.
• •At Lulu Fashion, we believe timeless style shouldn't come with an expiration date. Since 2013, we have been Melbourne's trusted destination for authenticated pre-loved luxury. We're passionate about making iconic brands like Prada and Tiffany & Co. accessible, giving beautiful items a new life and bringing you unparalleled value and quality.
• •Unlock Affordable Luxury. Shop Australia's premier collection of pre-loved designer bags, jewelry, and accessories. Every item is 100% authentic, guaranteed. With free shipping and new arrivals weekly, your dream piece is closer than you think. Shop Lulu Fashion now.