Brand Tone

Aspirational, trendy, chic, and empowering, aiming to be seen as a go-to source for modern, stylish women.

Brand Values

• •Style & Trend-Consciousness
• •Individuality
• •Quality Aesthetic

Best Practices

• •Embrace Radical Transparency: The copy must start reflecting reality. Instead of hiding long shipping times, incorporate them into the brand narrative. For example: "Good things take time. To bring you unique styles from global artisans, your order will be crafted and delivered in approximately 3-4 weeks. We promise it's worth the wait."
• •Manage Quality Expectations: Use copy to describe materials and fit accurately. Avoid using misleading terms. If a dress is a synthetic blend, state it clearly. For instance: "A chic silhouette in a lightweight, easy-care synthetic fabric, perfect for travel." This manages expectations from the start.
• •Align Visuals with Reality: Stop using overly edited or potentially AI-generated images. The photos used in all marketing must be of the actual products being shipped. The copy should then enhance the real features seen in the photo, not create fictional ones.
• •Shift from "Perfect" to "Honest": The current aspirational tone feels disingenuous given the complaints. The brand could pivot to a more honest, "perfectly imperfect" tone. The copy could acknowledge that they are working to improve while still celebrating style. This humanizes the brand.
• •Use Customer Service Copy as a Branding Tool: The most critical touchpoint is currently the weakest. All communication regarding orders, shipping, and returns should be infused with a helpful, respectful, and clear tone. Make the return policy easy to find and understand on the website, and ensure the copy is straightforward and customer-centric.

Social Perception

Sharply divided: Potential/new customers perceive the brand as fashionable, legitimate, and desirable due to its professional online presence. However, purchasing customers, particularly those encountering issues, hold a highly negative perception, viewing the brand as untrustworthy and of low quality.

Copy Examples

• •Your style, redefined. Our new collection is an ode to the woman who creates her own path. Discover pieces designed not just to be worn, but to be lived in. #SeninTarzin
• •The dress dreams are made of. Fluid lines, a timeless silhouette, and the power to turn any street into a runway. Step into your moment.
• •Coffee in one hand, confidence in the other. It's more than an outfit—it's a feeling. How are you styling your Madam Mocha today?
• •Warning: These new arrivals might just become your entire personality.
• •Don't follow trends. Set them. Explore the collection that's all about you.