Brand Tone

Sophisticated, Contemporary, Exclusive

Brand Values

• •Luxury & Quality
• •Heritage & Modernity
• •Customer Focus (Evolving)
• •Passion for Fashion
• •Innovation & Growth

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tonal attributes (e.g., sophisticated, elegant, authoritative, contemporary, passionate), approved vocabulary, 'words to avoid,' and a style guide for grammar and punctuation. This ensures everyone writing for the brand is aligned.
• •Emphasize Exclusivity and Curation: Use language that highlights the handpicked nature of the collections and the unique blend of established and emerging designers. Words like 'curated,' 'exclusive,' 'selected,' 'handpicked,' 'pioneering,' and 'visionary' can reinforce this.
• •Maintain an Elevated Vocabulary: Reflect the luxury positioning with sophisticated language. Avoid overly casual slang or jargon unless it specifically aligns with a featured contemporary brand known for such a tone (and even then, frame it within the overall elegant voice of Il Duomo).
• •Balance Heritage with Modernity: When referencing the brand's history (founded 1985), connect it to its current, forward-thinking approach. For example, 'Rooted in nearly four decades of luxury retail, Il Duomo embraces the future of fashion...'
• •Focus on the 'Why' Not Just the 'What': Beyond describing the product, convey the lifestyle, the artistry, the confidence, or the statement the fashion pieces represent. Connect with the customer's aspirations and appreciation for quality and design. For instance, instead of just 'Red leather bag,' try 'Command attention with this striking crimson leather tote, a testament to [Brand's] audacious design and exquisite Italian artisanship.'

Social Perception

High-End Retailer, Trusted & Established (for those familiar), Aspirational, Positive Customer Feedback (where available), Potentially Niche Awareness Globally

Copy Examples

• •Il Duomo: Where Italian heritage meets the forefront of global luxury. Discover curated collections that define modern elegance.
• •Just Arrived: The Future of Style from [Brand Name] & More at Il Duomo. Be the first to experience the latest expressions of creativity and craftsmanship. Explore new arrivals from [Brand Name], [Brand Name], and emerging visionaries, exclusively at Il Duomo.
• •Beyond trends, beyond expectations. This [Product Type] from [Designer Name] embodies the innovative spirit and timeless allure that is Il Duomo. Explore the extraordinary. #IlDuomoLuxury #CuratedFashion #[DesignerName]
• •Since 1985, Il Duomo has been a beacon of luxury in Novara, evolving with an unwavering commitment to sartorial excellence. Today, under the vision of Ercole Cellini, we blend iconic design with contemporary innovation, offering a unique curation for the discerning global clientele, both in our historic boutiques and online.
• •Experience the pinnacle of [Category, e.g., Italian craftsmanship] with the [Product Name] by [Brand Name]. Meticulously constructed from [Material], this piece offers a [Adjective, e.g., bold, refined] statement, reflecting both [Brand's] iconic aesthetic and Il Duomo's dedication to unparalleled luxury. A timeless investment for the modern wardrobe.