Brand Tone

Elegant, empowering, intimate, helpful, and inspirational, focusing on self-expression and confidence.

Brand Values

• •Quality and Comfort
• •Self-Expression and Confidence
• •Elegance and Style
• •Customer Satisfaction
• •Community

Best Practices

• •Use Evocative and Sensory Language: Instead of just listing features, describe how the fabrics feel ("fluid silk," "soft leather") and the emotions they evoke ("feel more confident," "unleash your passion").
• •Focus on "You": Address the customer directly. Frame product benefits around their experience, feelings, and aspirations (e.g., "Your perfect style," "Embrace the confidence you deserve").
• •Tell a Micro-Story: Each piece of copy, from a caption to a description, should tell a small story about the person wearing the item", "the confidence they'll feel, the comfort they'll experience, or the statement they'll make.
• •Maintain a Consistent Vocabulary: Create a list of brand-aligned words (e.g., "elegant," "empowering," "sensual," "confidence," "style," "comfort") and use them consistently across all platforms to reinforce the brand identity.
• •Bridge the Gap Between Aspiration and Reality: Acknowledge the desire for both comfort and beauty. Use copy that speaks to how Zaletta products solve this by offering items that are both practical for everyday wear and special enough to boost confidence.

Social Perception

Sharply divided. On-site and direct channels present an overwhelmingly positive image of quality, attractive designs, and reliability. However, external and third-party channels reveal a negative perception, accusing the brand of dropshipping low-quality products from China, using a misleading '.de' domain, and having difficult/expensive return processes.

Copy Examples

• •Elegance is an attitude. Our new Estelle Lace Bodysuit isn't just lingerie; it's a feeling. Crafted for confidence and designed to be unforgettable. Discover how the smallest details can redefine your style. #ZalettaStyle #SelfExpression
• •Your Daily Dose of Confidence Is Here
• •Slip into a dream. Our 'Luna' Silk Pajama Set was created for moments of pure self-indulgence. The fluid silk drapes beautifully against your skin, while the delicate lace trim adds a touch of timeless romance. Because you deserve comfort that doesn't compromise on elegance. Wake up beautiful.
• •Feel The Difference. Luxury Underwear, Designed for You.
• •Beyond Underwear: A Celebration of You. Discover collections that blend sublime comfort with effortless style.