Brand Tone

Sophisticated, Aspirational, and Trustworthy.

Brand Values

• •Sustainability & Slow Fashion
• •Curation & Quality
• •Authenticity & Trust
• •Timeless Luxury
• •Community Focus

Best Practices

• •Lead with Elegance and Heritage: Use sophisticated and evocative language. Words like "heritage," "iconic," "meticulous," and "reimagined" reinforce the brand's high-end positioning.
• •Emphasize Sustainability as a Core Value: Frame every purchase as a conscious, sustainable choice. Connect the act of buying pre-owned items to the broader "slow fashion" movement.
• •Build Trust Through Transparency: Be direct and clear about product details, including designer, materials, condition, and the authentication process. This clarity is crucial for building customer confidence.
• •Tell a Story, Don't Just List a Product: Frame each item as having a past and a future. This narrative approach adds perceived value and emotional connection, differentiating the brand from a simple retailer.
• •Maintain Visual and Textual Harmony: Ensure the copy's toneclean, sophisticated, and minimalperfectly matches the professional and uncluttered aesthetic of the brand's photography and website design.

Social Perception

The public perception of ES2 is that of a legitimate, high-end boutique. In its current form as a luxury consignment store, it aligns with a growing consumer interest in sustainable fashion and pre-owned luxury, projected through a professional website and highly curated Instagram feed, establishing it as a serious, trustworthy business and a key player in Montreal's local luxury resale market.

Copy Examples

• •More than an accessory, it's a piece of history. This Herm0s silk scarf, with its intricate design and vibrant color, embodies timeless Parisian elegance. A testament to true craftsmanship, ready to be woven into your personal story. Explore the art of sustainable luxury at ES2. #HermesScarf #VintageLuxury #SlowFashion #ES2Shop #Montreal
• •Curated. Authenticated. Cherished. ES2 is Montreal's trusted destination for pre-owned luxury, where timeless style meets conscious consumption.
• •Just In: A Rare Chanel Find & Other Timeless Treasures
• •The Louis Vuitton Speedy 30 is an icon of modern design. This particular piece has been meticulously authenticated by our specialists and is presented in excellent condition, showing only minor signs of a life well-lived. By choosing this bag, you are not only acquiring a timeless classic but also participating in the circular fashion movement. An investment in both style and sustainability.
• •At ES2, we believe the most beautiful items are the ones with a story. We are dedicated to the principles of slow fashion, carefully curating and authenticating the world's finest pre-owned luxury goods. Our mission is to extend the life of these timeless pieces, making luxury more accessible and sustainable for our discerning clientele in Montreal and beyond.