Brand Tone

Empowering, Stylish, and Inclusive

Brand Values

• •Inclusivity/Body Positivity
• •Style & Fashion
• •Quality & Comfort
• •Customer Satisfaction
• •Confidence Building

Best Practices

• •Develop a Clear Brand Voice Document: Define your brand's personality (e.g., empowering, friendly, sophisticated, playful), core message, and key vocabulary. Share this with anyone creating content.
• •Focus on "You" not "We": Address the customer directly. Instead of "We offer beautiful dresses," try "You'll find beautiful dresses that make you shine." This makes the copy more engaging and customer-centric.
• •Emphasize Benefits, Not Just Features: Explain how a product feature benefits the customer. For example, instead of "This dress is made of stretch fabric," say "This dress, made with comfortable stretch fabric, moves with you for all-day confidence and ease."
• •Use Inclusive and Positive Language: Avoid jargon or language that could be perceived as negative or exclusive. Focus on celebrating curves and individual style. Words like "flattering," "confidence-boosting," "celebrate," and "embrace" can be powerful.
• •Maintain Consistency Across All Channels: Ensure the tone used on the website, in product descriptions, email marketing, and any future social media or advertising is harmonious and reinforces the same brand identity. Regularly audit content to check for consistency.

Social Perception

Potential customers might perceive the brand as a source for a wide variety of plus-size clothing styles.

Copy Examples

• •XL Charmes: Where Style Knows No Size. Discover fashion that celebrates you.
• •Dresses designed to embrace your curves and express your charm. From everyday chic to special occasion glam, find your perfect fit and feel fabulous.
• •Unlock Your Confidence ✨ New Arrivals at XL Charmes Are Here!
• •Beauty comes in all sizes. Confidence is your best accessory. Style it with XL Charmes. #XLCharmes #PlusSizeFashion #BodyPositive #CurvyStyle #FashionForEveryBody
• •At XL Charmes, we believe fashion is for every body. We're dedicated to curating a collection of stylish, comfortable, and high-quality plus-size clothing that empowers you to embrace your unique charm and step out with confidence every single day.