Brand Tone

Friendly, Aspirational, and Promotional

Brand Values

• •Affordability
• •Style & Trendiness
• •Accessibility
• •Comfort

Best Practices

• •Create a "Voice Chart": Develop a simple internal chart that defines the brand voice. For example: "We are friendly, not cheesy. We are aspirational, not exclusive. We are confident, not arrogant." This helps any writer quickly align with the brand's personality.
• •Lead with the "Why": Start copy with the emotional benefit before stating the feature. Instead of "This romper is made of cotton," try "For the softest cuddles and happiest playtimes, our romper is crafted from 100% breathable cotton."
• •Maintain Emoji Consistency: Define a small, core set of emojis (e.g., ✨, ❤️, 😊, ☀️) that align with the brand's friendly and positive tone. Use them consistently but avoid overuse, which can look unprofessional.
• •Engage with Aspirational Language: Use words that evoke positive feelings and outcomes for the parent and child, such as "memories," "adventures," "milestones," "picture-perfect," and "cherish." This connects the clothing to the experiences parents value.
• •Be Transparent and Proactive in All Copy: Address potential customer concerns, like shipping times, directly and positively within the copy (as shown in the website banner example). This builds trust and manages expectations, turning a potential negative into a message of positive anticipation.

Social Perception

The public perception of Milan Kids Boutique is twofold: it is positively perceived by customers who prioritize trendy styles at a low cost and are pleased with cute designs and value for money. However, a segment perceives it as a typical fast-fashion retailer due to reviews mentioning inconsistent quality and long shipping times, leading to skepticism about product longevity and customer experience. It is generally seen as a legitimate online store, but one where shoppers should manage expectations regarding quality and delivery speed.

Copy Examples

• •Hello, sunshine! ☀️ Our new Lemon Bliss Romper just dropped! Made with the softest, breathable cotton for all-day play and picture-perfect moments. Ready for sunny adventures and sweet snuggles! Tap to shop before it's gone. ✨ Shop Now | #milankids #babyfashion #toddlerstyle
• •Psst... An extra 25% off is waiting for you! Dress your little one in happiness! From cozy sleepwear to adorable playdate outfits, find the styles you love at prices that make you smile. Our Mid-Season Sale is on, but not for long. Use code JOY25 at checkout for an extra 25% off all sale items. [Shop The Sale]
• •Style that grows with them, prices that don't. We believe every parent deserves to see their child in beautiful, comfortable clothes without the boutique price tag. That's the Milan Kids promise: trendy, quality-tested pieces that are as affordable as they are adorable. Discover Our Promise | #affordablefashion #kidsboutique
• •Spotted in Milan Kids! 😍 How adorable is @[customer_handle]'s little one in our Ribbed Two-Piece Set? We love seeing your photos! Tag us for a chance to be featured. Share Your Style
• •Good things are coming your way! Your new favorite outfits have been packed with care. Please allow [X-Y] days for shipping as we prepare your order. We promise the wait for this level of cute is worth it! [Track Your Order]