Brand Tone

sophisticated, elegant, luxurious, and aspirational. They aim to be seen as contemporary yet traditional, innovative, and fashion-forward. Their communication highlights craftsmanship, uniqueness, and the "wow" factor. There's an emphasis on making women feel confident and beautiful.

Brand Values

• •Originality and Uniqueness: Ensuring each piece has individuality.
• •Craftsmanship and Quality: Meticulous attention to detail, superior sartorial content, and use of high-quality fabrics.
• •Innovation and Creativity: Constantly evolving embellishments, experimenting with new techniques, and blending modern and traditional elements.
• •Feminine Strength and Sophistication: Designing for a real, effortless, sophisticated woman who finds strength in her femininity.
• •Cultural Heritage: Honouring Pakistani heritage and craftsmanship while embracing contemporary styles.
• •Customer Experience (Stated): Aiming to improve the overall brand experience for their clientele. (However, some customer feedback suggests a disconnect here).
• •Transparency and Relationships (Stated): Believing in building strong relationships with collaborators and being transparent.

Best Practices

• •Embody Sophistication in Language: Use refined vocabulary and a graceful sentence structure. Avoid slang or overly casual phrasings. Focus on words like "elegant," "luxurious," "timeless," "crafted," and "bespoke."
• •Highlight Craftsmanship and Exclusivity: Consistently refer to the attention to detail, the quality of materials, and the unique nature of the designs. Use phrases that evoke artistry and meticulous creation.
• •Speak to Aspiration and Confidence: Frame the copy to make the customer feel that wearing Saira Shakira will elevate their style, confidence, and presence at any significant occasion.
• •Maintain Visual and Textual Harmony: Ensure the copy complements the luxurious and detailed imagery used in marketing materials. The words should paint a picture that aligns with the visual aesthetic.
• •Address and Improve Customer Service Narratives: While not strictly copywriting for ads, all brand communication contributes to tone. Actively work to improve customer service and transparently communicate these improvements. Acknowledging feedback and demonstrating commitment to customer satisfaction can help rebuild trust and align the perceived tone with the aspirational one. In marketing copy, this can translate to emphasizing reliability and a seamless experience, once genuinely achievable.

Social Perception

Positive: Perceived as a high-end, luxury Pakistani fashion house known for beautiful, intricate designs, particularly in bridal and formal wear. They are seen as trendsetters who blend traditional aesthetics with modern sensibilities. Their participation in major fashion events and collaborations with notable names boosts their prestige. Negative: There is a significant segment of customers who perceive the brand negatively due to poor customer service, unfulfilled orders, and a lack of communication, leading to accusations of scamming. This contrasts sharply with their luxurious image and stated values. There has also been past criticism regarding the messaging in some of their campaigns. The high price point is acknowledged, but some customers feel the service doesn't match the cost.

Copy Examples

• •Saira Shakira: Where Heritage Weaves into Modern Radiance. Discover a world where timeless craftsmanship meets contemporary allure. Each Saira Shakira creation is an ode to the sophisticated woman who commands elegance effortlessly. Drape yourself in art.
• •Beyond a Dress, An Heirloom. At Saira Shakira, we don't just design garments; we craft legacies. Intricate details, luxurious fabrics, and a passion for unique design culminate in pieces you'll cherish forever. Experience the pinnacle of Pakistani couture.
• •Redefine Your Moment. From grand celebrations to cherished gatherings, let Saira Shakira elevate your presence. Our innovative designs empower you to express your individuality with grace and confidence. Own your spotlight.
• •The Art of Femininity, Reimagined. Saira Shakira celebrates the strength and sophistication of the modern woman through designs that are both contemporary and deeply rooted in tradition. Find your unique expression of elegance.
• •Unveiling [Collection Name]: A Symphony of Dreams. Step into the new season with Saira Shakira's latest collection. [Briefly describe the inspiration/theme]. Each piece is a testament to our commitment to unparalleled craftsmanship and innovative design. Explore the extraordinary.