Brand Tone

Curated & Sophisticated, Innovative & Progressive, Engaging & Experiential, Authentic & Alternative, Urban & Modern, Playful & Approachable (on TikTok)

Brand Values

• •Individuality & Authenticity
• •Quality & Craftsmanship
• •Innovation & Discovery
• •Community & Connection
• •Experience over Transaction
• •Evolution & Contemporaneity

Best Practices

• •Embrace "Curated Innovation": Always highlight the unique, the new, and the carefully selected. Use words like "discover," "exclusive," "visionary," "handpicked," and "pioneering" to convey this.
• •Speak the Language of "Authentic Lifestyle": Position offerings not just as products but as part of a broader, aspirational lifestyle. Focus on experience, inspiration, and self-expression rather than just features.
• •Maintain a Sophisticated yet Engaging Voice: While the brand is high-end, the communication should still feel inviting and intriguing. Avoid overly academic or aloof language. On platforms like TikTok, adapt to be more playful while retaining the core sophistication in visual style and product choices.
• •Highlight Exclusivity and Discovery: Emphasize the unique finds, the support for emerging talents, and the "fresh perspective" that Clan Upstairs offers. Create a sense of being an insider's destination.
• •Connect with "Contemporaneity and Evolution": Show that the brand is dynamic and always evolving. Reference current cultural movements (where relevant to fashion/design) and the brand's role in interpreting them. This reinforces the progressive nature of Clan Upstairs.

Social Perception

Iconic & Respected, Trend-Setter & Influential, Aspirational & Exclusive, Creative Hub, Milanese Fashion Staple

Copy Examples

• •Instagram Post (New Arrival - Niche Designer): "Beyond the expected. Discover the latest vision from [Designer Name], exclusively at Clan Upstairs. Where Milanese edge meets authentic artistry. #ClanUpstairs #ConceptStoreMilano #NewTalent #MilanFashion #AuthenticStyle"
• •Website Banner (Brand Philosophy): "Clan Upstairs: More than a store, it's a dialogue. We curate innovation, celebrate individuality, and connect you to the forefront of fashion. Experience the lifestyle."
• •TikTok Video Caption (Outfit Styling): "Urban vibes only 🏙️ Mixing textures and a touch of rebellion with this look from Clan Upstairs. What’s your city style? #ClanUpstairs #MilanStyle #StreetwearFashion #ConceptStoreVibes #OOTDInspo"
• •Email Newsletter (Event Invitation): "You're Invited: An Evening of [Event Theme] at Clan Upstairs. Join us as we explore [brief description of event], fostering connections and celebrating creativity. [Date, Time, RSVP Link]. Be part of the Clan."
• •Facebook Ad (General Awareness): "Step into Clan Upstairs, Brera's iconic concept store. A curated world of emerging designers, established visionaries, and a unique perspective on contemporary style. Visit us in-store or explore online. #ClanMilano #LuxuryConcept #FashionDiscovery #BreraDistrict"