Brand Tone

Aspirational & Elegant

Brand Values

• •Quality Craftsmanship
• •Accessible Luxury
• •Modern Tradition

Best Practices

• •Maintain a Lexicon of Luxury: Consistently use words like Luxury, Premium, Finest, Exquisite, and Intricate across all platforms to reinforce the brand's high-end positioning.
• •Focus on the Fabric Story: In every description, tell a mini-story about the materials and craftsmanship. Mention the type of fabric (velvet, lawn, organza) and the specific embroidery techniques used to highlight quality and value.
• •Adopt an Aspirational Voice: Frame the copy to inspire the customer. Use phrases like Embrace your elegance, Define your style, or A collection to be cherished to connect the clothing with the customer's personal aspirations.
• •Keep Calls-to-Action Clear and Elegant: Use direct but sophisticated calls-to-action. Instead of just Buy Now, try Discover the Collection, Shop the Look, or Explore the Craftsmanship.
• •Ensure Visual and Textual Harmony: The tone of the copy must always match the high-quality, elegant aesthetic of the product photography and videography. The words should enhance what the customer sees, creating a cohesive and luxurious brand experience.

Social Perception

Online, Rakhna.pk is perceived primarily as a fashion brand for women's unstitched clothing. The social media comment sections and a limited number of online reviews focus almost exclusively on product inquiries, price details, and order placements. The brand's TikTok presence, though under an associated account 'Forever.pk,' reinforces this perception by showcasing the fabric collections in video format, which generates moderate engagement. There is little public discussion about the brand's service or overall reputation, suggesting that perception is largely driven by the visual appeal and desirability of their product collections rather than extensive customer experiences or brand narratives. The target audience is clearly consumers in Pakistan interested in high-quality, fashionable ethnic wear.

Copy Examples

• •Step into a world of pure elegance. Introducing 'Noorain' Vol. 12, a collection where luxurious velvet meets intricate, shimmering embroidery. Each piece is a canvas for your unique style. Discover the collection and begin your story of sophistication. #RakhnaPK #LuxuryLawn #VelvetDreams #Unstitched
• •This festive season, dress in the art of tradition. The 'Amal' collection features stunning laser-cut shawls and richly embroidered shirts designed to make you shine. Experience luxury that you can cherish forever. Shop now for free delivery across Pakistan. [Link]
• •Amal By Rakhna Vol 11 D 06: Indulge in opulence with this exquisite design. It features a luxury heavy embroidered velvet front, complemented by an equally detailed back and sleeves. The centerpiece is a stunning laser-cut and pallu embroidered velvet shawl, paired with a premium velvet trouser. A timeless addition to your wardrobe.
• •Elegance Awaits: Your First Look at the Harang Collection is Here!
• •Unboxing the magic of our new 'Zoha' summer lawn! ✨ Watch the incredible embroidery and vibrant prints come to life. Which one is your favorite? Tell us below! #Rakhna #SummerLawn #PakistaniFashion #Unstitched