Brand Tone

Aspirational, Elegant, Service-Oriented, Reassuring, Sales-Driven

Brand Values

• •Customization
• •Affordability
• •Variety & Selection
• •Quality Craftsmanship

Best Practices

• •Lead with Customization: Make "Made for You" the central message. Every piece of copy, from ads to product descriptions, should reinforce the value of custom tailoring.
• •Use Evocative and Elegant Language: Maintain an aspirational tone. Use words that evoke feelings of confidence, beauty, and celebration (e.g., "radiant," "unforgettable," "graceful," "stunning") instead of just describing features.
• •Be Transparent and Detailed: Build trust by being upfront. Clearly state the processing and shipping time on every product page. Create a detailed FAQ section addressing common concerns: returns on custom items, shipping, and how to take measurements accurately. This transparency can help manage expectations and reduce negative reviews.
• •Emphasize Quality Cues: Since customers can't touch the product, use copy to signal quality. Mention the type of fabric (e.g., "heavy satin," "delicate lace," "sparkling sequins") and the expertise of the team ("expert tailors," "professional designers").
• •Develop a Social Proof Strategy: The biggest weakness is the negative social perception from external sites. If the brand wishes to grow, it must build a source of positive reviews. Encourage happy customers to share photos for a discount on future purchases and, if social media accounts are created, feature these user-generated photos prominently. This provides authentic proof to counter negative claims.

Social Perception

The public perception is divided and characterized by a significant gap between the brand's intended image and customer experiences. The brand projects itself as a reliable, international online shop for high-quality, custom-made special occasion dresses, and automated review sites give it a medium-to-high trust score. However, there is clear apprehension among potential buyers due to negative customer feedback (e.g., non-delivery, poor communication) on forums and review sites, positioning the brand as a risk despite its technical legitimacy. The lack of an official social media presence prevents the brand from countering negative perceptions.

Copy Examples

• •Your Dream Dress, Made Only For You. Why settle for off-the-rack? At ABC Prom, we custom-tailor your perfect prom dress to your exact measurements and style—for free. Find the one that’s truly yours.
• •The Spotlight Awaits. Discover our collection of stunning, made-to-order evening gowns. From elegant silhouettes to sparkling details, your unforgettable night starts here.
• •The "Elegant A-Line Satin Gown" Feel timelessly elegant in our A-Line Satin Gown. Crafted from luxurious satin that flows with every step, this dress is tailored from scratch to your unique measurements for a flawless fit. The perfect choice for proms, galas, and any moment you want to shine.
• •Don't Just Find a Dress. Create It. Your special occasion deserves more than a standard size. Let our expert tailors bring your vision to life with our complimentary custom-sizing service. Explore new arrivals and imagine the possibilities.
• •Still Thinking About It? That beautiful dress you were looking at is waiting. Remember, we offer free custom sizing to ensure it fits you perfectly. Let us make your dream dress a reality.