Brand Tone

approachable, stylish, and community-focused

Brand Values

• •Quality and Durability
• •Personalized Service
• •Curated Lifestyle
• •Effortless Style
• •Community Connection

Best Practices

• •Always speak to the "lifestyle": Frame products not just by their features (e.g., "cotton shirt") but by the experience they offer ("the perfect breathable cotton shirt for sunny weekend getaways"). This reinforces the brand's lifestyle value.
• •Use a warm and personal voice: Write as if you're speaking to a friend. Use "we" and "you" to create a direct connection. On social media, sign off with a name to enhance the personal touch.
• •Emphasize quality and timelessness: Use descriptive words like "crafted," "curated," "essential," "investment piece," and "timeless" to communicate the value of quality over quantity and differentiate from fast fashion.
• •Maintain a hyper-local connection: Regularly mention Methven, local landmarks, or community events in social media posts. This strengthens the bond with the local customer base and reinforces the brand's identity as a core part of the community.
• •Keep it visually cohesive: Ensure that the tone of the copy is matched by the quality of the visuals. The clean, stylish, and warm aesthetic of the photos should be reflected in elegant, clear, and friendly text. Avoid overly trendy slang or jargon that doesn't fit the sophisticated-yet-approachable tone.

Social Perception

Clothe is perceived as a local gem, a trusted source for quality products and excellent service, offering an aspirational yet accessible shopping experience.

Copy Examples

• •That weekend feeling, all wrapped up. Our new merino knits from [Brand Name] have arrived in-store and online, ready for crisp morning walks and cozy evenings. So soft you'll never want to take it off. Come feel the quality for yourself at our Forest Drive store!
• •The only dress you'll need this season. The [Dress Name] by Assembly Label flows from weekday chic to weekend casual with just a change of shoes. Crafted from breathable linen, its timeless cut and effortless drape make it a true wardrobe hero. A piece designed for life, wherever it takes you.
• •Your home should be as stylish as your wardrobe. We've curated a beautiful collection of homewares to bring warmth and personality to your space. From signature scents by [Fragrance Brand] to unique decor pieces, find something special at Clothe.
• •We love being part of the vibrant Methven community! Thank you for choosing to shop local and for letting us be a small part of your lives. We're open until 5 pm today—pop in and say hello!
• •A little something just for you. To celebrate the new season, we're hosting an exclusive evening for our wonderful customers this Thursday. Join us for a glass of bubbles, a first look at our new collections, and enjoy 15% off storewide. We can't wait to see you there.