Brand Tone

Sophisticated, Trustworthy, Conscious, Aspirational yet Accessible, Elegant

Brand Values

• •Sustainability
• •Authenticity
• •Quality
• •Trust
• •Accessibility to Luxury
• •Circularity

Best Practices

• •Develop a Brand Voice Guide: Document the defined tone (Sophisticated, Trustworthy, Conscious, Aspirational yet Accessible, Elegant), key messaging points (sustainability, authenticity, curated selection), and "do's and don'ts" for language. This ensures anyone writing for the brand is aligned.
• •Prioritize "Authenticity" and "Sustainability" in Messaging: These are core values and differentiators. Weave them naturally into product descriptions, social media content, and all communications. For instance, instead of just "Pre-owned bag," use "Sustainably sourced, authenticated pre-owned bag."
• •Maintain a Refined and Respectful Language: Even when being accessible, avoid overly casual slang or colloquialisms that might undermine the "luxury" aspect. The language should reflect the quality and value of the items. Use clear, descriptive, and evocative language.
• •Be Transparent and Informative: Especially regarding product condition, history (if known), and the authentication process. This builds trust, which is crucial. Copy should be honest and set clear expectations.
• •Focus on the "Why": Beyond describing the items, explain *why* pre-owned luxury from Reluxe.dk is a great choice – the joy of finding a unique piece, the smart investment, the positive environmental impact, the assurance of authenticity. Connect with the customer's values.

Social Perception

Positive for those seeking authenticated pre-owned luxury, Trust is paramount, Growing appreciation for sustainable luxury

Copy Examples

• •Headline for a featured Hermès bag: Copy: "Timeless Elegance, Responsibly Reimagined. Discover the enduring allure of this authenticated Hermès [Bag Name] and embrace the art of sustainable luxury." Tone/Values: Sophisticated, Conscious, Authenticity, Quality.
• •Instagram Post Caption: Copy: "Why choose new when vintage tells a richer story? ✨ Each piece in our curated collection is authenticated for your peace of mind and chosen for its lasting style. Invest in beauty that’s kind to the planet. #ReluxeDK #SustainableLuxury #VintageChanel #CircularFashion #AuthenticatedLuxury" Tone/Values: Aspirational, Trustworthy, Sustainable, Curated.
• •Email Subject Line for a New Arrivals Announcement: Copy: "Just In: Pre-Loved Treasures from [Brand] & [Brand] – Authenticity Guaranteed." Tone/Values: Direct, Trustworthy, Exciting, Emphasizes key value.
• •"About Us" Snippet for Social Media Bio: Copy: "Reluxe: Your trusted destination for authenticated pre-owned luxury. We believe in sustainable style and extending the life of beautiful fashion. Buy & sell with confidence. Founded in Denmark. 🇩🇰" Tone/Values: Trustworthy, Sustainable, Transparent, Proud of Origin.
• •Call to Action for "Sell With Us" Page: Copy: "Give Your Luxury Items a New Chapter. Selling with Reluxe is simple, secure, and sustainable. Join us in making fashion more circular and discover the true value of your collection. Get your expert valuation today." Tone/Values: Reassuring, Sustainable, Empowering, Trustworthy.