Brand Tone

Edgy, confident, and effortlessly cool, blending a rebellious, urban aesthetic with glamorous and bohemian flair. The language is bold, aspirational, trendy, and stylish, appealing to a fashion-forward audience.

Brand Values

• •Innovative Design
• •Quality Craftsmanship
• •Fearless Self-Expression
• •Comfort and Practicality

Best Practices

• •Embrace the "Edgy Glamour": All copy should reflect the brand's unique blend of rebellious cool and sophisticated glamour. Use strong, confident language and avoid overly casual or generic phrasing.
• •Highlight a Fusion of Cultures: Regularly reference the brand's French flair and Italian craftsmanship to reinforce its identity and commitment to quality.
• •Focus on Self-Expression: Frame products as tools for personal expression. Encourage customers to be bold, confident, and fearless in their style choices.
• •Stay Visually Consistent: Ensure that all visual content (photos, videos) aligns with the edgy, urban, and aspirational tone of the copy. The aesthetic should be cohesive across all platforms.
• •Engage with the "ASH Girl" Community: Use hashtags like #ASHgirls and #ASHINE to foster a sense of community. Feature user-generated content that reflects the brand's values to build social proof and strengthen the brand's perception.

Social Perception

Perceived as a premium and stylish footwear brand, associated with high-quality, trendy designs, particularly sneakers and boots. It is seen as a desirable and fashionable brand, a go-to for statement footwear.

Copy Examples

• •Don't just follow trends, set them. Our new collection is here to elevate your street style. Walk with an edge. #ASHfootwear #UrbanEdge
• •Parisian soul, Italian craftsmanship. Every stitch tells a story of style and quality. Discover the art of footwear with ASH. #ASHstyle #ItalianDesign
• •Your style evolution starts now. Shop the ASH sale and find the perfect pair to express your fearless spirit. Limited time only. #ASHSale #FearlessFashion
• •More than just a boot. It's an attitude. Step into confidence with our iconic collection, designed for the bold and the adventurous. #ASHboots #StatementStyle
• •Wherever the city takes you, do it in style. ASH is made for your urban adventures. #ASHgirls #CityLife