Brand Tone

Aspirational yet Approachable, Chic and Stylish, Curated and Discerning, Enthusiastic and Passionate, Friendly and Personal

Brand Values

• •Quality
• •Curated Selection/Exclusivity
• •Style and Femininity
• •Sustainability
• •Personal Connection/Customer Experience
• •Love for Detail

Best Practices

• •Emphasize Curation and Quality: Always use language that reflects the handpicked nature and high standards of the products. Words like "curated," "selected," "handpicked," "quality," "premium," and "designer" should be staples.
• •Maintain a Personal and Passionate Voice: Write as if a stylish, knowledgeable friend is sharing their best fashion finds. Infuse copy with enthusiasm for the products and the stories they might tell. Refer to the founder's vision when appropriate.
• •Balance Aspiration with Inclusivity: While showcasing high-end items, ensure the tone remains welcoming and helpful. Avoid overly exclusive or intimidating language. Focus on the joy of finding beautiful things.
• •Highlight Both New and Pre-Loved with Equal Prestige: Talk about second-hand items as "pre-loved treasures," "vintage gems," or "sustainable luxury" to maintain their value and desirability alongside new collections.
• •Be Visually Consistent with Verbal Tone: Ensure that the imagery used across all platforms aligns with the chic, stylish, and curated tone of the copy. High-quality photography and a consistent aesthetic are crucial.

Social Perception

Trusted Source for Unique Finds, High-Quality and Well-Curated, Boutique Experience, Knowledgeable and Passionate Ownership, Stylish and On-Trend, A Munich Gem

Copy Examples

• •New Arrival Post (Instagram): "Discover the art of effortless elegance. Our latest curated collection has just arrived, featuring timeless pieces and the contemporary designers you adore. Step into Capricorn Store and find the treasure that tells your style story. #CapricornStore #MunichFashion #NewCollection #DesignerFinds #CuratedStyle"
• •About Us Snippet (Website): "At Capricorn Store, fashion is more than just clothing – it's a passion for quality, a love for detail, and the joy of discovering that perfect piece. From sought-after designer pre-loved treasures to contemporary new labels, every item in our Munich concept store is handpicked to inspire. Your unique style journey starts here."
• •Second-Hand Spotlight (Facebook): "Give iconic design a new chapter. Our pre-loved collection features exquisite pieces from labels like Chanel and Ganni, meticulously selected for their quality and enduring style. Sustainable luxury, curated with love, waiting for you at Capricorn Store. #PrelovedLuxury #SustainableFashion #CapricornVintage #MunichShopping #DesignerSecondhand"
• •Store Experience Teaser (TikTok Video Idea - visual of store, friendly interaction): "That feeling when you find *the* piece ✨. Experience the Capricorn difference: curated fashion, personal styling, and a little bit of Munich magic. What will you discover today? #ConceptStoreMunich #FashionDiscovery #StyleInspo #OOTD #ShopLocalMunich"
• •Email Newsletter Subject Line: "Your Weekly Dose of Style: New Arrivals & Curated Picks from Capricorn Store" * Body Snippet: "Dear [Customer Name], This week at Capricorn Store, we're celebrating the unique beauty of Scandinavian design and the timeless allure of perfectly preserved vintage. Explore pieces chosen with a discerning eye and a passion for helping you express your individual style..."