Brand Tone

Elegant & Sophisticated, Confident & Empowering, Sensual (understated), Modern Heritage

Brand Values

• •Quality & Craftsmanship
• •Luxury
• •Timelessness & Elegance
• •Innovation
• •Sustainability
• •Femininity & Self-Expression

Best Practices

• •Embrace Understated Luxury: Use sophisticated and evocative language. Avoid overly casual slang or overly loud, boastful claims. Focus on the intrinsic quality and the feeling the products evoke rather than just features.
• •Highlight Heritage with Modern Relevance: Reference the brand's rich history (since 1921) and Swiss craftsmanship as a mark of quality, but always connect it to the needs and aspirations of the contemporary woman.
• •Speak to the "Femme Fogal": Address a confident, independent, and stylish woman. The copy should empower and resonate with her multifaceted life.
• •Weave in Sustainability Naturally: When mentioning sustainable practices or natural fibers, integrate it as part of the brand's commitment to quality and responsible luxury, rather than a standalone, preachy message.
• •Maintain Visual & Verbal Harmony: Ensure the copy consistently aligns with the elegant and polished aesthetic of Fogal's imagery across all platforms. The words should paint a picture that matches the visual story.

Social Perception

High-End & Luxurious, Heritage Brand, Symbol of Quality, Aspirational

Copy Examples

• •Headline: The Art of Legwear, Perfected Since 1921. Body: Experience the Fogal difference. For over a century, we've crafted luxurious hosiery from the finest natural fibers, designed to embrace your form and empower your every step. Discover timeless elegance, reimagined for today.
• •Social Media Post (with image of woman confidently walking): Step into your narrative. The Femme Fogal doesn't follow trends, she defines them with an innate sense of style and the luxurious touch of our latest collection. #Fogal #FemmeFogal #LuxuryLegwear #SwissCraftsmanship
• •Product Description (for a silk-blend tight): Indulge in the exquisite caress of our Silk Allure Tights. Woven with legendary Swiss precision and the finest natural silk, they offer a whisper-light feel and a subtle sheen that elevates any ensemble. Because true luxury is a second skin.
• •Email Subject: Rediscover Elegance: Introducing the Fogal Heritage Collection. Email Body Snippet: Journey with us through a century of unparalleled craftsmanship. Our new Heritage Collection pays homage to iconic Fogal designs, now enhanced with sustainable materials for the modern connoisseur. Timeless style, consciously crafted.
• •Website Banner (for new season): Fogal SS'25: Effortless Sophistication. Unveiling a new season of innovative designs and sustainable luxury, created for the woman who moves through life with grace and confidence. Explore the collection.