INTENT
The For Love and Lemons website is largely for the purpose of connecting with
the For Love and Lemons customer base. Customers can both shop and browse
through the newest collections. The site has beautiful, high quality images. The
site has also dedicated a large portion of the site to display its social media
channels. In doing so, customers can then connect with the brand on its other
many platforms. The social media platforms allow for customers to both voice
their opinions and share content they like with their friends and followers.
VOICE
I admire the brand mainly due to its versatility. Love and Lemon offers pieces
that are both sexy and daring along with being feminine and flirty. There’s something
for everyone. The site does a great job in setting a mood. Models are seen in both
exotic settings and homely spaces, simply lounging around. While the images can are
luxurious, the atmosphere itself is still laid back. The brand appeals to young
woman who are still in the early phases of their careers but are financially secure.
They are able to splurge on themselves. The brand is mid priced-with most pieces
under $1000. It definitely has a much younger audience than La Perla (one of it’s
competitors), which is a designer lingerie brand with higher prices. Like La Perla,
For Love and Lemons designs and sells their own line.
TONE
- young
- playful
- sexy
- feminine
- daring
BRAND
The brand overall is very playful and fun. The website reflects that. The
layout is simple and minimalistic, appealing to the younger crowd, especially
among millennial women. The models shown on the main pages are all young, attractive
women who exclude a carefree and confident attitude. The products reflect the same
vibe. The pieces are carefree, offering delicately placed apliques on otherwise sheer
bras and panties.
PERSONA 1: ASHNA, 26
- Works in a popular advertising firm
- Graduated from a great university, with a major in communications
- Works hard, is independent
- She lives by herself and travels often with her friends
- Likes to dress well and splurge on herself, purchases items that are a
bit expensive will last for a long period; quality> quantity
- Visits the site often, to look through the new collections and browse for
inspiration
- She follows For Love and Lemons on Instagram, and regularly interacts with
the brand on Instagram either by liking the images or sending favorite ones to
her friends
- She often purchases the best sellers, along with browsing the sale selection
in order to get deals on her favorite items
PERSONA 2: ANDREW, 27
- Also a young professional, in his 20s/30s
- Has been in a relationship for at least a year
- Knows his girlfriend well
- Either picks up on clues or looks at his girlfriend's closet for clues
- Shops for his girlfriend for special occasions or whenever he wants to do
something
nice
- Usually shops with links his girlfriend sent him to look for ideas
- Or looks through the site to find things his girlfriend doesn’t have
PERSONA 3: MARIA, 23
- Wealthy Socialite
- Young woman who is either in high school or in college
- Has a large disposable income or relies mostly on her father for expenses
- Is often invited to fun social events and parties a lot with her friends
- Has a large social media following and posts images of her wardrobe online
- Is sometimes gifted popular items from the site in order to increase brand
awareness and share it with her followers
- Likes the brand for their visual appeal, receives a lot of attention in
both social media and in real life
WIREFRAME
COPYDECK
- nav: What's New, Shop, Collections, Blog
- nav: #Myfill, Account, Search
COMPETITION
For Love & Lemon's competitors include Revolve, Free People, L'Agent, La Perla