Brand Tone

Sophisticated & Elegant, Modern & Chic, Understated, Aspirational yet Accessible

Brand Values

• •Style & Aesthetics
• •Quality
• •Femininity
• •Timelessness
• •Confidence

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone (e.g., sophisticated, witty, serene), core vocabulary, and even words to avoid. Share this with everyone who writes for the brand.
• •Know Your Audience: Understand who you're talking to. The language used for a luxury brand will differ from that of a fast-fashion retailer. Tailor the sophistication and terminology accordingly.
• •Use Storytelling: Weave the brand's narrative—its inspiration (Parisian chic), its mission—into product descriptions, social media, and 'About Us' sections. This creates an emotional connection beyond just the product.
• •Consistency Across All Channels: Ensure the tone is uniform, whether it's a website banner, an Instagram caption, a customer service email, or a product tag. This builds brand recognition and trust.
• •Focus on Benefits with an Elegant Flair: Instead of just listing features, describe how the product makes the customer *feel* or what it *enables* them to do, using language that reflects the brand's sophisticated and chic identity (e.g., "Drapes beautifully for an effortlessly polished look" vs. "Made of soft fabric").

Social Perception

The brand aims to leverage the positive connotations of "Parisian chic."

Copy Examples

• •Then Paris: Curated Chic for the Modern Wardrobe. Discover timeless pieces designed with a contemporary Parisian spirit. Elevate your everyday with effortless elegance.
• •The essence of Parisian allure. This impeccably cut dress moves with you, blending sophisticated tailoring with modern sensibility. Be unforgettable.
• •Midnight in Paris? Not quite, but close. Our new collection captures that same intoxicating charm. Explore the looks that whisper elegance. #ThenParis #ParisianStyle #ModernChic
• •Unlock Your Inner Parisian: New Arrivals from Then Paris. bonjour, [Customer Name]. Indulge in the art of dressing well. Our latest collection is an ode to contemporary Parisian style – where every detail matters and confidence is your best accessory.
• •Then Paris was born from a love affair with the city's inimitable style. We believe in fashion that empowers – pieces that are both timeless and decidedly modern, allowing you to express your unique elegance every day.