Brand Tone

Aspirational, trendy, and effortlessly cool. Communicated through a visual-first approach with minimal and direct copy, conveying modern luxury and exclusivity.

Brand Values

• •Quality
• •Style
• •Exclusivity

Best Practices

• •Keep copy concise and impactful, letting visuals do most of the talking.
• •Frame products as tools for self-expression and confidence, using an aspirational voice.
• •Stay on trend by continuously using current music, formats, and references on social media to maintain relevance.
• •Use descriptive language that highlights the materials and craftsmanship of products to emphasize quality.
• •Ensure all imagery, from the website to social media, reflects the same clean, minimalist, and high-end aesthetic to maintain a consistent visual identity.

Social Perception

Primarily shaped by its own curated content on TikTok, presenting itself as a high-end boutique focused on fashionable womenswear. Positions itself as relevant and in-the-know through trending content. Broader public perception is challenging to gauge due to limited independent reviews.

Copy Examples

• •Effortless style, delivered. Discover the new collection and redefine your wardrobe.
• •The perfect pair of pants doesn't exi... Meet our 90's Pinch Waist. Your search is over.
• •Weekend uniform. Shop the look and own your style.
• •For the modern muse. Timeless pieces, designed for your life.
• •1.7theplace is more than just a store. It's a curated selection of pieces for the discerning woman who values quality and style above all else.