Tono de Marca

youthful, trendy, and aspirational

Valores de Marca

• •Trend-Focused
• •Self-Expression
• •Accessibility
• •Aspiration

Mejores Prácticas

• •Maintain a Youthful & Aspirational Voice: Always use a friendly, energetic, and slightly casual tone. Incorporate emojis and youthful slang where appropriate (e.g., "vibe," "fave," "OOTD"), but keep it polished enough to reflect a fashion-forward brand.
• •Focus on the Feeling, Not Just the Fabric: Sell the experience. Instead of just describing a dress, describe the feeling of wearing it—the confidence, the fun, the memories to be made. Use evocative language like "sun-kissed," "dreamy," "effortless," and "statement-making."
• •Use Inclusive and Empowering Language: Frame fashion as a tool for self-expression and confidence. Use phrases like "express your uniqueness," "own your style," and "made for you," to make customers feel seen and celebrated.
• •Be Visually Descriptive: Since the brand is highly visual, the copy should paint a picture that complements the imagery. Mention colors, textures, and silhouettes in a way that brings the product to life (e.g., "silky-soft fabric," "delicate lace trim," "a silhouette that flows with you").
• •Ensure Consistency Across All Channels: The playful tone used on Instagram should align with the friendly tone of customer service emails and the aspirational copy on the website. Create a simple brand voice guide that outlines key messaging points, approved words/phrases, and the overall personality to be conveyed in every piece of communication. This is crucial for building trust, especially given the existing negative feedback on customer service.

Percepción Social

The public perception of Mura Boutique is polarized. Positive: seen as a source for "Insta-ready," stylish, and unique clothing with an admired social media presence. Negative: issues with product quality (thin materials, poor stitching), inconsistent sizing, and unresponsive customer service, particularly regarding returns that only offer store credit.

Ejemplos de Copy

• •Sunshine in a dress! ☀️ Our new ‘Golden Hour’ Mini has just landed. Perfect for chasing sunsets and making memories. Tap to make it yours and live your best sun-kissed life. #MuraBoutique #SummerVibes #NewArrival
• •Your festival look just got an upgrade. ✨ Stand out from the crowd in our latest collection of statement pieces and dreamy sets. Designed for dancing from dusk 'til dawn. Shop the festival edit now and pay later with Afterpay. Your adventure awaits!
• •Sweet Escape: The Collection. Your wardrobe's dreamiest additions have arrived. Think soft fabrics, romantic prints, and effortless silhouettes made for everyday magic. Discover the collection.
• •One top, three vibes. 🔥 Which look is your fave? Show us how you style your Mura pieces! #MuraStyleChallenge #OOTD #StyleHacks #FashionInspo
• •Hey gorgeous! We've missed you. As a little treat, here’s 15% off your next order to find that perfect piece you’ve been dreaming of. Use code: DREAM15 at checkout. Go on, you deserve it. Happy shopping! xx the Mura team