Brand Tone

Sophisticated & Elegant, Curated & Discerning, Knowledgeable & Appreciative, Understated & Chic, Conscious & Purposeful

Brand Values

• •Sustainability
• •Timelessness & Enduring Style
• •Quality & Craftsmanship
• •Uniqueness & Individuality
• •Heritage & History
• •Curation

Best Practices

• •Use Elevated and Evocative Language: Choose words that convey luxury, history, and artistry. Avoid overly casual slang or overly technical jargon. Think \"investment piece\" rather than \"old dress.\"
• •Emphasize Storytelling and Heritage: Each vintage piece has a past. Briefly allude to its era, designer, or the craftsmanship involved to add depth and value beyond the physical item.
• •Highlight Sustainability and Conscious Consumption Subtly: Weave in the value of vintage as a sustainable choice without being preachy. Focus on the enduring quality and timelessness that inherently supports this.
• •Maintain a Sophisticated and Minimalist Approach: Let the quality of the items speak for themselves. Copy should be informative and elegant but not overly verbose or cluttered. Clarity and conciseness are key.
• •Know Your Audience: Address a clientele that appreciates quality, exclusivity, and the art of fashion. The language should resonate with their understanding of luxury and style.

Social Perception

Exclusive & High-End, Fashion-Forward & Trend-Aware (in a classic sense), Sustainable & Ethical Choice, Aspirational

Copy Examples

• •Instagram Post (Showcasing a vintage Chanel jacket): Elegance woven through time. This 1980s Chanel bouclé jacket embodies the enduring allure of Parisian chic. A testament to timeless design and impeccable craftsmanship, ready to begin its next chapter. Discover the unique history at Decade New York. #DecadeNY #VintageChanel #SustainableLuxury #TimelessStyle
• •Website Banner: Decade New York: Curated Designer Vintage. Where iconic fashion history meets a sustainable future. Explore enduring style.
• •Email Newsletter Snippet (Highlighting new arrivals): This week, journey through fashion's finest eras with our latest arrivals. From the bold silhouettes of the 70s to the refined glamour of the 90s, each piece is hand-selected for its exceptional quality and unique story. Invest in style that lasts, consciously.
• •About Us Page Excerpt (Revised): At Decade New York, we believe true style is timeless. Founded in 2013 by Molly Apple, our SoHo boutique is a sanctuary for discerning collectors and fashion enthusiasts seeking more than fleeting trends. We meticulously curate designer vintage, celebrating the unparalleled craftsmanship and sustainable elegance of pieces that have already stood the test of time.
• •Product Description (For a vintage Hermès scarf): A whisper of silk, a statement of heritage. This exquisite Hermès carré, dating from the 1990s, features the vibrant 'Les Clés' motif. A wearable piece of art, offering a touch of timeless sophistication and a conscious choice for the modern collector. Condition: Excellent. Sourced with care by Decade New York.