Brand Tone

Transactional, Product-Centric, Aspirational

Brand Values

• •Fashion Accessibility
• •Variety/Selection
• •Style Consciousness
• •E-commerce Convenience

Best Practices

• •Define and Document Your Core Tone: Even if it's currently product-centric, explicitly define it (e.g., "Chic & Direct," "Modern & Approachable"). Create a simple style guide noting preferred adjectives, level of formality, and a "voice" to embody.
• •Focus on "Her" (The Target Customer): When writing copy, envision the ideal Lumine Brasil customer. What are her style aspirations? What information does she need? Write directly to her, addressing her desire for fashion and style.
• •Highlight Benefits with Style: Instead of just listing features (e.g., "cotton dress"), frame them with the benefit and a touch of aspiration (e.g., "Experience breathable comfort and timeless style in our 100% cotton [Dress Name], designed for effortless elegance.").
• •Maintain Clarity and Conciseness: Online fashion shoppers often scan. Ensure copy is easy to read, gets to the point, and clearly communicates product details and value propositions without unnecessary jargon or overly complex sentences.
• •Review and Refine Regularly: Periodically review website copy, product descriptions, and any marketing materials to ensure they align with the intended tone. As the brand evolves, the tone might need slight adjustments, but consistency is key to building recognition. If a more engaging or community-focused tone is desired in the future, this will require a conscious shift and build-up across all platforms.

Social Perception

Likely perceived primarily as an online retail outlet for women's clothing rather than a brand with a strong, distinct personality or community around it.

Copy Examples

• •Homepage Banner: "Discover Your Signature Style. Explore the latest collection at Lumine Brasil – where fashion meets everyday elegance."
• •Product Description (New Arrival Dress): "Step into the season with confidence. Our new [Dress Name] features a flattering [Specific Detail, e.g., A-line cut] and breathable [Fabric Type] fabric, perfect for [Occasion, e.g., sunny afternoons or evening gatherings]. Shop now and redefine your look."
• •Email Subject Line (Sale Promotion): "Unlock Your Style: Up to 30% Off Select Lumine Brasil Favorites!"
• •Category Introduction (Tops): "From essential basics to statement pieces, find the perfect top at Lumine Brasil. Elevate your wardrobe with versatile styles designed for comfort and chic appeal."
• •Instagram Caption (If they were to start one, focusing on a product): "Effortless style for every moment. ✨ Our [Product Name] is your new go-to for [Benefit, e.g., all-day comfort and a touch of glam]. Tap to shop! #LumineBrasilStyle #WomensFashion #NewCollection #[RelevantTrend]"