Brand Tone

aspirational, sophisticated, classic, elegant, and accessible

Brand Values

• •Timeless Elegance: Prioritizing classic styles over fleeting trends.
• •Quality (Perceived): Emphasizing the idea of high-quality materials and craftsmanship, although customer reviews sometimes dispute this.
• •Accessibility/Affordability: Offering the "Old Money" look without excessive cost.
• •Understated Sophistication: Focusing on subtle details rather than flashy logos.
• •Community: Building a global community around the "Old Money" lifestyle.

Best Practices

• •Focus on "Timeless" and "Classic" over "Trendy": Use language that evokes enduring style, heritage, and lasting quality rather than fleeting fads.
• •Emphasize Understated Elegance: Highlight subtle details, quality materials (if true), and sophisticated silhouettes. Avoid overly flashy or ostentatious descriptions.
• •Maintain an Aspirational yet Inclusive Voice: Speak to the desire for a refined lifestyle while reinforcing the message that this style is accessible and not exclusive to the ultra-wealthy.
• •Be Authentic and Transparent (Crucial for this brand): Given the negative reviews regarding quality and service, it's vital that marketing copy aligns with the actual customer experience. Overstating quality or making promises that cannot be kept will further damage brand perception. If issues are being addressed, subtly communicate improvements.
• •Engage with the Community: Use language that fosters a sense of belonging and shared values around the "Old Money" lifestyle, encouraging interaction and user-generated content that aligns with the brand's image.

Social Perception

Positive Aspiration: The "Old Money" aesthetic is a popular trend, and the brand taps into the desire for a sophisticated and timeless style. Many are drawn to the idea of "quiet luxury". Negative Reality (for some customers): A significant segment of customers perceives the brand negatively due to issues with product quality, customer service, and misleading return policies. There are accusations of the products being low-quality and not matching the "affordable luxury" image portrayed. The brand's credibility is questioned by some due to hidden ownership and poor dispute resolution.

Copy Examples

• •Embrace enduring style. Our latest collection offers timeless pieces crafted for a life of quiet luxury. Discover the art of dressing well, for less.
• •The essence of Old Money isn't about extravagance, it's about discernment. Invest in quality, cultivate elegance, and let your style speak volumes. Shop our curated selection.
• •Join the #OldMoneyCrew. More than just fashion, it's a lifestyle. Share your classic looks and inspire a global community dedicated to timeless sophistication.
• •From boardroom to weekend escape, our versatile pieces embody the refined spirit of the Old Money aesthetic. Effortless elegance, attainable for you.
• •Discover the quiet confidence of a perfectly curated wardrobe. Our collection blends classic design with modern sensibility, helping you express your best self, every day.