Brand Tone

Aspirational and trendy for online presence, appealing to fashion-forward women; approachable, helpful, and community-focused for the physical store, emphasizing personal touch.

Brand Values

• •Accessibility
• •Style Empowerment
• •Customer-Centricity
• •Quality

Best Practices

• •Bridge the Gap: Create a unified brand story that acknowledges both the online boutique and the physical streetwear store. Use social media to cross-promote, for instance, by featuring some of the streetwear available in-store on the website as "exclusive" items.
• •Maintain a Personal Touch Online: Infuse the website and social media copy with the same welcoming and helpful tone praised in the physical store's reviews. Use phrases like "We're here to help you find the perfect piece" in product descriptions.
• •Segment Your Audience: Tailor your marketing messages. Use targeted ads to reach local customers with information about in-store arrivals and promotions, while focusing on broader fashion trends for a national audience.
• •Showcase Your Community: Leverage the positive reviews and community aspect of the physical store. Feature customer photos (with permission) on social media and the website to build social proof and a sense of community around the brand.
• •Develop a Consistent Visual Identity: Ensure that the branding, logos, and color schemes are consistent across the website, social media, and any in-store signage to create a cohesive and recognizable brand image.

Social Perception

Online, perceived as a purveyor of stylish and contemporary women's clothing. Locally in Sacramento, viewed as a valuable community resource for specific streetwear styles and team apparel, with strong loyalty for personalized service.

Copy Examples

• •Ready for a summer romance? Our new collection of boho maxi dresses has arrived. Flowy, floral, and effortlessly chic, these dresses are perfect for any sunny adventure. Find your perfect match at fashioncityii.com.
• •Rep your team in style! We've just restocked on all your favorite Raiders gear and Pro-Clubs. Come down to Fashion City II on Fruitridge Rd and get game-day ready. We're here to help you find the perfect fit!
• •At Fashion City II, we believe fashion is a form of self-expression. We are dedicated to curating collections of high-quality, on-trend apparel that empowers you to tell your unique style story. From chic essentials to statement pieces, we provide the ultimate wardrobe for every occasion.
• •Unlock Your Summer Style: 20% Off All New Arrivals!
• •‘The owner was so helpful and respectful, makes you feel welcome!’ – says one of our amazing customers. At Fashion City II, it's more than just clothes; it's about the experience. Visit us in Sacramento and see for yourself!