Brand Tone

Aspirational yet accessible, professional, confident, knowledgeable, direct, reassuring, value-focused, with an entrepreneurial spirit.

Brand Values

• •Authenticity
• •Accessibility and Value
• •Customer Trust and Service
• •Passion for Fashion

Best Practices

• •Lead with Authenticity: In every relevant piece of copy, reiterate the "100% authentic" guarantee. This directly addresses the primary concern of your target audience and builds immediate trust.
• •Emphasize "Smart Luxury": Frame the brand not just as cheap or discounted, but as a smarter way to shop for high-quality goods. Use words like "invest," "curated," "timeless," and "value" to elevate the conversation beyond just price.
• •Maintain a Confident & Reassuring Tone: Your language should be consistently self-assured. Avoid hesitant or overly salesy language. Direct and declarative sentences like "We guarantee authenticity" or "Our service is impeccable" work best.
• •Tell the Founder's Story: Weave the entrepreneurial origin story into brand narratives where appropriate (e.g., "About Us" pages, occasional social media posts). It humanizes the brand and creates a stronger, more relatable connection with customers.
• •Be Transparent and Helpful: Address customer pain points head-on. Talk openly about duty-free shipping for EU customers, easy returns, and secure payment options. Creating content that helps customers identify fakes also positions you as a trusted authority.

Social Perception

Legitimate and trustworthy source for discounted designer apparel.

Copy Examples

• •The Icon. The Original. The Price. You know the badge. Now own the legend for less. This Stone Island Ghost Piece is crafted from premium materials for an understated, monochrome finish. 100% authentic, forever in style. Tap to shop—Always Under Retail. #StoneIsland #Boinclo #DesignerOutlet #AuthenticLuxury #AlwaysUnderRetail
• •Access Granted: The Mid-Season Sale Starts Now. Why wait? Your favorite designer brands are now on sale. We’ve curated the best of Moncler, C.P. Company, and Burberry so you can invest in timeless style, intelligently. These are the pieces you've been waiting for, at prices you won't see anywhere else. Shop with confidence. Ship from the EU.
• •Real Luxury. Real Value. Discover authentic, previous-season designerwear from Europe’s top brands. 100% verified, guaranteed. Welcome to smarter luxury.
• •Doubting online designer deals? We get it. That's why every item we sell is 100% authentic and new with tags, sourced directly from vetted suppliers. Read our thousands of 5-star reviews on Trustpilot and see why Boinclo is the trusted destination for designer clothing at outlet prices. Shop now for fast, duty-free EU delivery.
• •Real deal check! Certilogo ✅ Authentic tags ✅ Premium fabric ✅ Ready to ship from Frankfurt ✅ Always Under Retail. Always Authentic.