Brand Tone

Sophisticated, Curated, Aspirational, Modern, Community-Oriented, Approachable

Brand Values

• •Quality & Craftsmanship
• •Exclusivity & Curation
• •Style & Aesthetics
• •Culture & Community
• •Customer Experience
• •Sustainability

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the core attributes of FABRIC's tone (e.g., sophisticated, curated, modern, aspirational yet increasingly community-focused). Provide examples of 'do's and don'ts' for language, sentence structure, and word choice. This ensures anyone writing copy understands the desired voice.
• •Emphasize Quality and Curation in Product Descriptions: Go beyond basic features. Highlight the designer's philosophy, unique materials, craftsmanship details, or the story behind a piece. Use evocative and sophisticated language that reflects the premium nature of the products.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure that the language used in social media captions, website copy, and email marketing aligns with the high-quality, modern imagery that FABRIC uses. The tone should feel like a natural extension of the visual brand.
• •Segment Audiences and Tailor Nuances (Slightly): While the core tone remains consistent, slight adjustments can be made for different platforms. For instance, TikTok might allow for slightly more playful or direct language while still maintaining sophistication, whereas an email to long-term clients might adopt a more exclusive and appreciative tone.
• •Train and Empower Staff: For customer-facing roles and those involved in creating social content (like store staff featured in TikToks), provide training on the brand voice. This helps ensure that even informal interactions and content align with the overall brand perception FABRIC wants to cultivate. This is particularly important given the mixed reviews on customer service.

Social Perception

High-End Fashion Destination, Source for Unique/International Brands, Pricey, Hit-or-Miss Customer Service, Trendy & Stylish, Established

Copy Examples

• •Headline: Curated for the Discerning. Crafted for Enduring Style. Body: Explore the latest arrivals from Totême and Anine Bing, meticulously selected to elevate your wardrobe. Discover pieces that transcend trends, embodying quiet luxury and modern sophistication. Shop now at FABRIC. Channels: Website banner, Email newsletter, Instagram post.
• •Headline: Beyond the Hanger: Meet the Minds Shaping Modern Style. Body: This week on the FABRIC Journal, we sit down with [Featured Designer/Artist Name], discussing their creative vision and the inspiration behind their latest collection. Join the conversation and discover the stories woven into the fabric of contemporary design. Read more via the link in bio. Channels: Instagram post, Facebook update, Email newsletter.
• •Headline: The Art of Arrival. Make Your Statement. Body: New season Comme des Garçons PLAY has landed. Iconic heart motifs meet innovative design – pieces destined to be cherished. Limited availability in-store and online. Secure yours at FABRIC. Channels: Instagram Reel/Story, TikTok video, Website product feature.
• •Headline: Invest in Timeless. An Ode to Quality That Lasts. Body: At FABRIC, we believe in the power of exceptional craftsmanship. Discover enduring pieces from Margaret Howell and Studio Nicholson, designed to be loved for seasons to come. Experience the difference quality makes. Channels: Facebook post, Pinterest board, Website category intro.
• •Headline: Your Personal Edit: Unlocking Your Signature Style. Body: Overwhelmed by choice? Our complimentary styling service is here to guide you. Let our expert stylists help you curate a wardrobe that reflects your individuality with pieces from our latest collections. Book your appointment at our Britomart or Newmarket store. Channels: Instagram Story, Website service page, In-store signage.