Brand Tone

aspirational, savvy, and community-oriented

Brand Values

• •Access to Luxury
• •Entrepreneurial Spirit
• •Community and Connection
• •Authenticity

Best Practices

• •Clarify the Mission: Immediately address the brand's purpose in all bios and "About Us" sections. For example: "Not the storage kind. ClosetsNYC is your home for curated luxury resale. We buy, sell, and consign authentic designer fashion."
• •Own the "Closet" Metaphor: Lean into the brand name by using clever wordplay. Frame the business as "shopping the most exclusive closets in NYC" so customers can "build their dream closet" with found pieces.
• •Emphasize Authenticity and Trust: In every communication, highlight the authentication process and offer guarantees to build confidence with buyers of high-value items.
• •Tell the Human Story: Regularly feature the "why" behind the brand—the empowerment of parents and the passion for sustainable fashion. This differentiates it from larger, more anonymous resale platforms.
• •Create a Unique Hashtag: To combat the social media confusion, develop and consistently use a unique brand hashtag that is unlikely to be used by closet builders, such as #CNYCFashionFinds or #ClosetsNYCStyle.

Social Perception

Positively perceived by fashion resale customers as a reliable source for authentic luxury goods, but often confused by the general audience who associate the name with custom closet design, leading to brand confusion.

Copy Examples

• •Your Dream Closet, Unlocked. Discover authenticated luxury finds from Chanel, Gucci, and more, straight from New York City's most stylish wardrobes.
• •That feeling when you find *the one*. This vintage Chanel Jumbo Flap has a story to tell, and it's ready for its next chapter with you. Shop the link in our bio before it's gone! #NYCFashionFinds #LuxuryResale #VintageChanel
• •Sell with us, from your home. Turn your closet's hidden gems into cash. We make it simple to consign your luxury bags and accessories. Join a community of fashion lovers and empower yourself today. Learn more!
• •A timeless classic, this Louis Vuitton Onthego tote is crafted from iconic monogram canvas. In pre-loved, excellent condition, it's the perfect statement piece for the discerning fashion enthusiast. Authenticity guaranteed.
• •From a new mom's passion project to a platform for fashion lovers. ClosetsNYC was built on the idea that style is circular and opportunity is for everyone. Shop our collection and be part of the story.