Brand Tone

Elegant, Empowering, Artisanal, Visionary, Approachable Luxury

Brand Values

• •Elevation of Vietnamese Fashion
• •Elegance and Style
• •Quality Craftsmanship
• •Individuality and Inclusivity
• •Cultural Pride and Storytelling
• •Customer Centricity

Best Practices

• •Develop a Brand Voice Guide: Create a document that explicitly defines the brand's tone (e.g., "Elegant, Empowering, Artisanal, Visionary, Approachable Luxury"), provides examples of "do's and don'ts," and lists keywords that align with the brand identity (e.g., "curated," "handcrafted," "visionary," "elegance," "empower," "cultural").
• •Emphasize Storytelling: Consistently weave in the narrative of supporting Vietnamese designers, the craftsmanship behind the pieces, and the cultural inspiration. This reinforces brand values and creates an emotional connection.
• •Maintain a Sophisticated yet Inclusive Language: Use elevated vocabulary that reflects the luxury aspect but ensure the overall message is welcoming and speaks to the diverse beauty and style of all women. Avoid overly casual slang or overly academic jargon.
• •Focus on "Feel Good" and Empowerment: Highlight how the clothing makes the wearer feel – confident, beautiful, unique, and connected to a larger story of artistry and culture. Use active and evocative language.
• •Ensure Consistency Across All Channels: The defined brand tone should be consistently applied across the website, product descriptions, email marketing, social media posts, blog articles (editorials), and customer service interactions to build a cohesive and recognizable brand identity.

Social Perception

Seen as a luxury/premium platform known for quality, unique designs, good customer service, association with influencers and celebrities, and emerging global presence, while addressing concerns about price and production time.

Copy Examples

• •Headline: Discover the Soul of Vietnamese Elegance. Body: At Mean BLVD, we curate more than just dresses; we unveil stories woven into every thread by Vietnam's most visionary designers. Embrace a style that's uniquely yours, crafted with passion and global ambition. Experience fashion that empowers.
• •Headline: Your Virtual Closet, Reimagined. Body: Mean BLVD invites you to a world where quality meets artistry. Handcrafted pieces, luxurious fabrics, and designs that celebrate your individuality await. From everyday chic to showstopping glamour, find your next masterpiece and let Vietnamese creativity shine through you.
• •Headline: Beyond Fashion. It's a Movement. Body: Join Mean BLVD in championing a new wave of style. We're bringing the vibrant spirit and meticulous craftsmanship of Vietnamese fashion to the global stage. Dress with intention, wear a piece of art, and be part of a stylish revolution.
• •Headline: Elegance, Handpicked for You. Body: Mean BLVD believes every woman deserves to feel extraordinary. Our carefully selected collections from leading Vietnamese talents offer timeless sophistication and modern allure. Indulge in unique designs that tell a story of heritage and innovation.
• •Headline: The Art of Vietnamese Couture, Delivered. Body: Experience the meticulous detail and passionate design of Vietnam's finest fashion houses with Mean BLVD. We bridge cultures through style, offering you exclusive access to pieces that are both breathtaking and empowering. Elevate your wardrobe with a touch of global glamour.