Brand Tone

Aspirational yet accessible, exclusive and personal, sophisticated but welcoming, aiming to make high fashion attainable.

Brand Values

• •Affordability & High Value
• •Personalization & Curation
• •Exclusivity & Experience
• •Sustainability
• •Community

Best Practices

• •Always use language that reinforces the special, limited-time nature of the sales. Use words like "Exclusive," "Secret," "Private," "Limited," and "Invitation."
• •In every communication, clearly state the benefit: "designer brands at 50-80% off retail." This is the primary driver for customer interest.
• •Write as if you are a personal stylist conversing with a client. Keep the tone sophisticated and knowledgeable, but also warm and inviting. Refer to the curated nature of the collections.
• •Sell the event, not just the clothes. Describe the atmosphere of the private parties, the personalized attention, and the social aspect of the shopping experience.
• •Incorporate terms like "New York style," "European connections," and "Italian," as these are part of the brand's origin story and appeal. This elevates the perception of the sourced merchandise.

Social Perception

Innovative and exclusive boutique offering a unique way to shop for high-end fashion deals. Perceived as a destination for a personalized and social shopping experience, more than just a store, but a "Concierge Shopping Service" providing a curated, high-touch experience.

Copy Examples

• •The secret is out. Our August Sample Sale is officially on the calendar. Prepare for racks of European designer pieces at prices that feel like a dream. We're talking 50-80% off. Spots are limited to keep the experience personal. Will you be there? DM us to RSVP.
• •Loyalty Has Its Privileges: Your First Look Inside.
• •Beyond the Boutique: A Private Shopping Experience. Discover Designer Fashion at 50-80% Off Retail. Book Your Appointment.
• •Tired of the same old racks? Your closet deserves a touch of European chic without the luxury price tag. Bruno Luce in Independence hosts exclusive, monthly sample sales with curated designer finds. High fashion, low prices, and a glass of bubbly while you shop. Learn more about our next event!
• •The Italian Silk Blouse you've been searching for. Originally $450, now $90 at our Secret Sale. Crafted with impeccable detail and sourced directly from a Milanese design house, this piece offers timeless elegance. A classic wardrobe investment for a fraction of the price. Limited availability.