Brand Tone

Aspirational & Style-Conscious, Value-Oriented & Accessible, Authoritative (as a large retailer), Inconsistent (due to customer service issues)

Brand Values

• •Value for Money/Affordability
• •Variety and Choice
• •Customer Satisfaction (Stated)
• •Trust and Reliability (Stated)
• •Entrepreneurial Spirit & Hard Work
• •Empowerment (Stated)
• •Community/Family (Historically Implied)

Best Practices

• •Align Internal and External Messaging: Ensure that the values and tone projected in marketing (e.g., customer-centric, positive) are genuinely reflected in the in-store experience and staff interactions. This requires significant focus on customer service training and internal culture.
• •Develop Clear Tone of Voice Guidelines: Create a document that defines the brand's voice (e.g., "Aspirational yet Accessible," "Helpful and Value-Driven," "Proudly Sri Lankan") with examples of do's and don'ts for all written and verbal communication, including social media responses and in-store announcements.
• •Train All Customer-Facing Staff: Every employee, from the shop floor to social media managers, should be trained on the brand's tone and how to communicate effectively and respectfully with customers, addressing concerns with empathy.
• •Monitor and Respond Consistently on Social Media: Actively monitor all social channels for mentions and reviews. Respond to both positive and negative feedback promptly, maintaining the defined brand tone. Acknowledge issues raised by customers and outline steps being taken to address them.
• •Focus on "Value" Beyond Price: While affordability is key, copywriting should also emphasize other aspects of value, such as the wide selection, the convenience of a one-stop-shop, the excitement of new arrivals, and the brand's long-standing presence in Sri Lanka, to build a richer brand narrative.

Social Perception

A Popular, Go-To Destination for Bargains, Mixed Customer Service Reputation, Iconic Status with a Tarnished Sheen, Value Over Luxury, Crowded and Sometimes Chaotic

Copy Examples

• •Headline: Find Your Fabulous. Unbeatable Style, Unbelievable Prices. Body: Step into House of Fashions and discover a world where style meets savings. From the latest trends to timeless classics, your perfect look is waiting, without breaking the bank.
• •Headline: Dress the Whole Family for Less! Body: Quality fashion for men, women, and kids, plus everything you need for a stylish home. House of Fashions: Your one-stop shop for amazing variety and everyday value.
• •Headline: New Arrivals Weekly! Your Style Upgrade Starts Here. Body: Refresh your wardrobe with the freshest looks landing at House of Fashions every week. Explore endless choices and express your unique style, affordably.
• •Headline: More Than Just Shopping, It's an Experience. Body: Get lost in floors of fashion, home goods, and more at House of Fashions. We're not just a store; we're Sri Lanka's iconic destination for choice and value.
• •Headline: Feel Good Fashion, Friendly Prices. Body: At House of Fashions, we believe looking good shouldn't cost a fortune. Discover pieces that make you shine, and prices that make you smile.