Brand Tone

Aspirational, Chic, and Confident

Brand Values

• •Style & Modernity
• •Quality
• •Confidence & Self-Expression
• •Sophistication

Best Practices

• •Lead with Emotion, Support with Detail: Start copy with how the clothing makes the wearer feel (e.g., confident, elegant, unstoppable). Follow up with the features that deliver this feeling (e.g., "fluid fabric," "flawless fit").
• •Use an Elevated Vocabulary: Consistently use words like "chic," "sophisticated," "effortless," "tailored," "curated," and "elevated." Avoid overly casual slang to maintain the aspirational tone.
• •Tell a Micro-Story: Frame outfits within a context. Instead of just "Red Dress," use "The perfect dress for sunset cocktails" or "Your go-to for making an entrance." This helps the customer visualize themselves wearing the product.
• •Embrace "The Main Character" Narrative: Write copy that empowers the customer, positioning her as the protagonist of her own life. Use phrases like "Own the room," "Define your style," and "Style the moment."
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the aesthetic of the visuals. If the photo is chic and minimalist, the copy should be concise and sophisticated. If the visual is aspirational and dreamy (like the "Golden Hour Collection"), the copy can be more poetic and evocative.

Social Perception

Positive, particularly among fashion-conscious women in Pakistan, seen as high-quality, trendy, and desirable, with strong positive association from influencers.

Copy Examples

• •Command Attention. Effortlessly. Introducing the Noir Silhouette Dress. Crafted for moments that matter, its timeless design and flawless fit ensure you are the focus of every room. Style is an introduction, without saying a word. Shop the new collection now. #Licci #ShopChic #ElegantStyle
• •Your Work-to-Weekend Wardrobe, Perfected. Don't just dress for the job you have, dress for the confidence you want. Our new collection of tailored trousers and chic blouses blurs the line between powerful and poised. Elevate your 9-to-5 and beyond. Discover Your Power Suit
• •It’s Back. The Style You’ve Been Waiting For. You asked, we listened. Our most-loved pieces, from the perfect white tee to that statement blazer, are finally back in stock. This is your second chance to own the styles that sold out in record time. Don’t wait.
• •POV: You found the perfect outfit and suddenly everything feels right. That Licci feeling. ✨ #shoplicci #ootd #maincharacterenergy #fashiontiktok
• •The 'Elysian' Tie-Up Blouse: More than just a top, the Elysian is a statement of effortless grace. Its fluid fabric drapes beautifully, while the delicate tie-up detail offers a touch of customizable chic. Pair it with tailored pants for a sophisticated office look or with your favorite denim for an elevated weekend brunch. Your wardrobe's most versatile piece has arrived.