Brand Tone

Accessible and Inclusive, Trendy and Fashion-Forward, Value-Oriented, Aspirational yet Attainable, Direct and Sales-Focused

Brand Values

• •Affordability
• •Accessibility
• •Variety/Choice
• •Style/Fashion
• •Value for Money

Best Practices

• •Develop a Brand Voice Guide: Create a simple document outlining the brand's tone (e.g., accessible, trendy, confident, friendly), key messaging points, words to use, and words to avoid. Share this with anyone creating content.
• •Focus on "Affordable Style": Consistently emphasize the benefit of getting trendy, fashionable items at a budget-friendly price. Use phrases like "style for less," "on-trend & affordable," "look like a million bucks without spending it."
• •Use Engaging and Aspirational Language (Balanced with Value): While highlighting affordability, also use language that excites and inspires customers about the fashion itself. Words like "obsessed," "crushing on," "must-have," "latest trends," "head-turning" can be effective.
• •Be Clear and Direct in Calls to Action: Given the e-commerce nature, ensure CTAs are prominent, clear, and action-oriented (e.g., "Shop Now," "Grab Yours," "Discover the Collection," "Add to Bag," "Don't Miss Out").
• •Address Potential Concerns Proactively (Subtly if Possible): While maintaining a positive tone, consider how copy can subtly reassure. For instance, if addressing sizing, be very clear with size charts. If focused on value, highlight what makes a piece special for its price (e.g., "Lightweight fabric perfect for summer," "Versatile piece for day to night"). However, this must be balanced with honesty to manage expectations, especially given existing customer feedback on quality and shipping. Transparency, even if not explicitly in every marketing copy, should be a background principle.

Social Perception

Budget-Conscious Shoppers, Skeptical/Disappointed Customers, Lack of Strong Brand Loyalty (Broadly), Limited Trust for Some

Copy Examples

• •Headline for New Arrivals: "✨ Fresh Drops, Hot Looks! ✨ Your next style obsession just landed. Shop New Arrivals now & own the trend without breaking the bank!"
• •Instagram Post (if active): "Vacay mode: ACTIVATED ☀️🌴 Dreaming of sunshine? Our new Vacation Edit has all the breezy dresses, chic swimwear, and must-have accessories to make your getaway unforgettable. Tap to explore & get ready to turn heads! #MarleeFashion #VacationStyle #AffordableFashion #SummerLooks"
• •Email Subject Line for a Sale: "🎉 UP TO 70% OFF! 🎉 Your Wardrobe Refresh Starts NOW at Marlee Fashion!"
• •Product Description Snippet (for a trendy dress): "Steal the spotlight in our 'Midnight Bloom' Floral Midi Dress! Featuring a flattering silhouette and this season's hottest print, it's the perfect blend of chic and effortless. Dress it up or down – and always feel fabulous. Get yours for just $24.99!"
• •Website Banner for Free Shipping: "Say YES to that extra piece! 😉 FREE SHIPPING on all orders over $69. Fill your cart with the latest styles you love!"