Brand Tone

aspirational yet accessible, chic, and confident; communicating a sense of modern European style that is both trendy and sophisticated.

Brand Values

• •Style Curation
• •Quality
• •Feminine Confidence
• •Customer-Centricity
• •Modern Elegance

Best Practices

• •Lead with Confidence: Use strong, active, and declarative language. Avoid hesitant or passive phrasing. The tone should be as self-assured as the women who wear the clothes.
• •Speak to "Her": Write as if you are speaking directly to your ideal customer. Understand her lifestyle and aspirations. Use "You" and "Your" to make the copy personal and direct, creating a one-on-one style consultation feel.
• •Focus on the Feeling, Not Just the Fabric: While mentioning material (e.g., "100% Silk") is important, the copy should emphasize how the garment makes the wearer feel—powerful, elegant, chic, confident, effortless.
• •Maintain Visual and Verbal Synergy: Ensure the tone of the copy perfectly matches the aesthetic of the images. If the photo is sophisticated and minimalist, the copy should be concise and elegant. If the image is a dynamic street-style shot, the copy can be more energetic.
• •Use a Consistent Lexicon: Create a list of brand-aligned words and phrases to use consistently across all platforms (e.g., "elevate," "curated," "silhouette," "effortless," "statement piece," "redefined"). This builds a recognizable and cohesive brand voice.

Social Perception

Emphasize is largely perceived as a go-to boutique for trendy and high-quality fashion in its local market, appealing to style-conscious women (20s-50s) looking for unique, contemporary pieces. It is seen as a trustworthy local boutique with a strong sense of style and a loyal, active following on social media.

Copy Examples

• •EMPHASIZE Your Style. Discover the new collection where timeless elegance meets modern confidence. Your wardrobe, redefined.
• •The dress that doesn't need an introduction. Fluid lines, a bold silhouette, and the perfect shade for golden hour. Tap to make it yours. #EmphasizeFashion #ModernStyle #EffortlessChic
• •Stop searching for the perfect outfit. We’ve already found it for you. At Emphasize, we curate collections for the woman who owns her style. Shop contemporary dresses, tailored trousers, and essential accessories. Free shipping on orders over €100.
• •Just In: You’re Going To Want Everything.
• •More than a blazer, it's a statement. Expertly tailored for a sharp, defined silhouette, this piece instantly elevates any look from simple to standout. Featuring a classic single-button closure and structured shoulders, it’s the cornerstone of a powerful wardrobe. Pair with denim for a casual-cool look or with its matching trousers for ultimate sophistication.