Brand Tone

Trendy, Approachable, and Empowering, with a blend of casual, aspirational, and local authenticity.

Brand Values

• •Local Craftsmanship
• •Quality and Style
• •Customer-Centricity
• •Sophistication

Best Practices

• •Lead with "Approachable-Empowerment": Start communications with a friendly, inclusive greeting like "Hey gorgeous," but ensure the body of the copy speaks to the empowering, confidence-boosting quality of the clothes.
• •Always Highlight Local Craftsmanship: Consistently include the phrase "Made in Cape Town" or "Crafted in Cape Town" in product descriptions, social media bios, and "About Us" sections to reinforce brand values and authenticity.
• •Use a Mix of Trendy and Timeless Language: On fast-paced platforms like TikTok, use trending audio and hashtags (#fyp, #viral). On the website and in emails, switch to more timeless and sophisticated language that reflects the "Ethereal" and "Bespoke" aspects of the brand name.
• •Leverage User-Generated Content and Reviews: Actively feature customer photos and testimonials in marketing. Use powerful quotes from reviews, such as feeling like a "Boss," to provide social proof and reinforce the brand's empowering message.
• •Maintain a Direct and Personal Channel: Continue using Instagram DMs and direct comments as a tool for personal customer interaction. This builds a loyal community and reinforces the perception of an accessible, customer-first brand, especially when technical issues with the website arise.

Social Perception

The perception of Ethereal Bespoke is that of a stylish and desirable local fashion brand. It is seen as high-quality, capable of instilling confidence, current with viral trends, and appealing to a fashion-forward audience who support local businesses.

Copy Examples

• •Walk into the room like you own it. Our new Cristina Pinstripe Blazer isn't just a look, it's a feeling. Meticulously crafted in Cape Town to make you feel like the boss you are. Tap to shop the power suit.
• •It's giving main character energy ✨ Obsessed with this look? So are we. Our latest drop is live on etherealbespoke.com. Go get your viral moment. #fyp #SAMA28 #etherealbespoke #fashion
• •Made with love, for your moment. The Fall 2024 Collection has arrived. Discover timeless pieces, designed and handcrafted in Cape Town just for you.
• •Hey gorgeous, your new favourite outfit is here.
• •Behind the scenes of our Winter '24 loungewear ✨ Every detail is made with love. What are you adding to your cart? [Poll: The full set / Just the top]