Brand Tone

Sophisticated, Confident, and Refined

Brand Values

• •Exceptional Craftsmanship & Quality
• •Timeless Elegance
• •Innovation & Precision
• •Comfort & Fit
• •Discreet Luxury & Understatement
• •Heritage & Family
• •Responsible Fashion

Best Practices

• •Emphasize Heritage and Expertise: Regularly weave in the brand's rich history, its founding by "the pants engineer," and its legacy of innovation without sounding dated.
• •Use Refined and Precise Language: Choose words that convey sophistication, quality, and attention to detail. Avoid slang, overly casual phrasing, or excessive superlatives. The language should be as well-crafted as the trousers.
• •Focus on "Show, Don't Just Tell": Instead of simply stating "high quality," describe the specific fabrics (e.g., "crisp Italian cotton," "softly draping wool flannel"), the meticulous construction details, or the sensation of the perfect fit.
• •Maintain an Understated Confidence: The brand's assurance in its product should be palpable but never arrogant. Let the quality and heritage speak for themselves, supported by elegant and factual descriptions.
• •Evoke a Sense of Timeless Parisian Sensibility: Subtly connect the brand to the effortless elegance and discerning taste associated with Parisian style, appealing to a sophisticated global audience.

Social Perception

heritage luxury brand specializing in expertly crafted trousers, often regarded as a benchmark in the category. It is viewed by both customers and the fashion industry as a symbol of Parisian chic, precision engineering in apparel, and understated quality.

Copy Examples

• •Engineered for elegance. Worn with confidence. For over fifty years, Bernard Zins has defined the art of the perfect trouser.
• •Beyond fleeting trends lies enduring style. Discover trousers crafted with the precision of an engineer and the soul of a Parisian couturier.
• •The architecture of attire begins here. Experience the unparalleled comfort and impeccable fit of a Bernard Zins trouser.
• •True luxury is not seen, but felt. It’s in the drape of the fabric, the precision of the cut, the confidence it inspires. This is Bernard Zins.
• •From the workshops that once supplied the world's most esteemed fashion houses, to your wardrobe. Bernard Zins: The connoisseur's trouser, meticulously crafted since 1967.