Brand Tone

Elegant & Sophisticated, Feminine & Romantic, Aspirational & Inspiring, Approachable & Community-Focused, Celebratory

Brand Values

• •Femininity: Celebrating and empowering feminine style.
• •Elegance & Style: Providing fashionable and sophisticated options for special occasions.
• •Quality & Craftsmanship (within its market segment): Emphasizing design details, fabrics, and the overall look and feel of the garments.
• •Celebration: Being part of customers' memorable moments and milestones.
• •Individuality (within a romantic framework): Offering a variety of styles to allow customers to express their personal take on femininity and occasionwear.
• •Accessibility (of "Luxe Looks"): Aiming to provide glamorous, on-trend occasionwear that feels luxurious without necessarily hitting designer price points.

Best Practices

• •Develop a Tone of Voice Guide: Create a document that explicitly defines the brand's voice – key characteristics (e.g., elegant, romantic, celebratory, approachable), words to use, words to avoid, and examples of on-brand and off-brand copy. Share this with anyone creating content.
• •Focus on the 'Occasion': Always tie the copy back to the special moments the garments are intended for. Use evocative language that paints a picture of the customer feeling confident and beautiful at their event.
• •Embrace Feminine & Romantic Language: Consistently use descriptive words that align with this aesthetic – e.g., 'delicate,' 'graceful,' 'charming,' 'enchanting,' 'dreamy,' 'ethereal,' 'flowing,' 'bloom.'
• •Showcase Customer Stories & Language: Continue to incorporate user-generated content and testimonials. When appropriate, echo the positive and celebratory language your customers use when describing their experiences with the brand. This adds authenticity and reinforces the community aspect.
• •Maintain Visual-Copy Cohesion: Ensure that the tone of the copy perfectly complements the visual style of the imagery used on the website and social media. If the visuals are soft, romantic, and elegant, the copy should reflect that same feeling, not be overly casual, jarring, or technical.

Social Perception

Go-to for Occasionwear, Stylish & On-Trend, Good Value for Special Pieces, Photogenic/Instagrammable, Positive Community Vibe

Copy Examples

• •Product Description (New Dress): Float into your next grand occasion in our Ethereal Ruffle Maxi Dress. Crafted from layers of whisper-soft tulle and adorned with delicate floral embroidery, this gown captures the essence of modern romance. The structured bodice and flowing skirt create a silhouette that’s both timeless and utterly captivating. Prepare to turn heads and create unforgettable memories.
• •Instagram Caption (User-Generated Content): Our stunning customer @[username] absolutely glowing in her True Decadence moment! ✨ That bridesmaid dress was made for you. Thank you for sharing your special day with us! Tag us in your #TDtreats to be featured. #TrueDecadence #BridesmaidPerfection #WeddingGuestStyle
• •Email Subject Line (Sale Promotion): Your Dream Dress Awaits 🌸 Up to 50% Off Selected Occasionwear!
• •Website Banner (New Collection): Introducing 'The Celebration Edit' – Fall in love with new arrivals designed for life's most cherished moments. Discover enchanting dresses and elegant accessories.
• •TikTok Video Idea Description: GRWM: Styling my fave True Decadence dress for a summer wedding! 💍 Which bag should I choose? #TrueDecadenceUK #WeddingVibes #OOTD #FeminineStyle #GetReadyWithMe