Brand Tone

Sophisticated, Passionate, and Authoritative. The language is elegant and refined, appealing to a discerning customer, while conveying genuine enthusiasm for products and their origins. The brand positions itself as an expert curator, educating its audience and establishing credibility regarding craftsmanship and quality.

Brand Values

• •Craftsmanship & Heritage
• •Quality & Durability
• •Exclusivity & Individuality
• •Authenticity
• •Sustainability through Longevity

Best Practices

• •Lead with the "Why," Not Just the "What": Explain the origins, techniques, and materials to build value and emotional connection.
• •Use Evocative and Sensory Language: Incorporate words appealing to touch, sight, and smell (e.g., "supple leather," "rich patina," "meticulously stitched") to create an immersive, luxurious experience.
• •Maintain an Educational and Authoritative Voice: Position the brand as an expert by explaining benefits of construction, care, or history, justifying the premium price and building trust.
• •Emphasize Exclusivity and Scarcity: Use phrases like "Limited quantities," "A curated collection," and "Exclusive to 124" to reinforce the value of owning a unique item.
• •Be Consistent Across All Channels: Ensure the sophisticated, passionate, and authoritative tone is maintained in every touchpoint, from website to social media and emails.

Social Perception

The public perceives 124 Shoes as a high-end boutique for exceptional Italian shoes, valued by customers for quality, unique style, comfort, and durability. The brand has a loyal following who view purchases as long-lasting investments. Some negative perceptions exist regarding inconsistent customer service, and the high price point makes it inaccessible to all.

Copy Examples

• •Where heritage meets the heel. Each stitch on our new [Boot Name] boot is a testament to the generations of Italian artisans we work with. This isn't just a boot; it's a story of craftsmanship you can walk in. Hand-burnished, hand-stitched, and built to last a lifetime. Discover the art of true Italian shoemaking. #124Shoes #HandmadeInItaly #ArtisanFootwear #SlowFashion
• •The [Loafer Name] Loafer embodies the art of effortless elegance. Handcrafted in a third-generation workshop in Marche, Italy, this shoe is a masterclass in versatility. The supple, full-grain leather is shaped on a timeless last, ensuring a fit that molds to your foot with each wear. A shoe that transitions from the boardroom to a weekend away without missing a beat, it’s a foundational piece for the discerning wardrobe.
• •A New Arrival for the Connoisseur | The Artistry Continues
• •Tired of Trends? Invest in Timeless Style. Fast fashion fades. True craftsmanship endures. At 124 Shoes, we curate a collection of artisan-made Italian footwear for those who appreciate quality over quantity. Each pair is a work of art, built with passion and premium materials to last for years, not seasons. Explore our collection and step into a world of authentic, timeless design. Delivery across Australia.
• •More Than a Shoe: Why Goodyear Welting is the Gold Standard of Durability