Brand Tone

Empathetic & Empowering, Sophisticated & Elegant, Professional & Knowledgeable, Conscious & Responsible

Brand Values

• •Empowerment
• •Quality & Craftsmanship
• •Sustainability
• •Inclusivity
• •Timeless Style & Versatility
• •Affordable Luxury

Best Practices

• •Prioritize "Empowerment": Every piece of copy should, in some way, connect back to the idea of making the customer feel confident, capable, and successful. Use strong, positive verbs.
• •Emphasize "Quality" and "Craftsmanship": Detail the premium materials (like Italian deadstock fabrics), the skill of the tailors, and the longevity of the garments. This justifies the "luxury" aspect.
• •Weave in "Sustainability" Naturally: Don't make it an afterthought. Integrate the sustainable aspects (deadstock fabrics, natural materials, reduced waste) into the main product descriptions and brand story as a core benefit and value.
• •Maintain "Sophistication": Use elegant, clear, and professional language. Avoid overly casual slang or jargon. The tone should reflect the high-quality nature of the products and the professional aspirations of the target audience.
• •Speak to "Her" Needs: Directly address the challenges the target customer faces (e.g., finding well-fitting professional wear, wanting stylish yet sustainable options) and position FREY as the solution. Use inclusive language that resonates with diverse women.

Social Perception

High-Quality Tailor for Women, Sustainable and Ethical Choice, Solution for Ill-fitting Womenswear, Empowering and Confidence-Boosting, Award-Winning

Copy Examples

• •Headline: Command Your Day. Own Your Style. Body: At FREY, we believe the right outfit is more than just fabric and thread – it's a statement of your power. Discover exquisitely tailored pieces designed for the modern woman, crafted with sustainable luxury. Feel the confidence of a perfect fit.
• •Headline: Sustainable Sophistication. Tailored For You, Responsibly Made. Body: Redefine your wardrobe with FREY. We source premium deadstock fabrics from Italian mills and employ expert craftsmanship to create timeless pieces that empower you and honor the planet. Luxury you can feel good about, inside and out.
• •Headline: Beyond the Rack: Your Perfect Fit Awaits. Body: Tired of compromising on fit and style? FREY offers a personalized tailoring experience, ensuring every garment is an extension of your unique presence. From ready-to-wear with in-house alterations to our 'Create-Your-Own' service, discover clothing that truly celebrates you.
• •Headline: Invest in Yourself. Invest in Timeless Quality. Body: FREY pieces are designed to be cherished. With a focus on classic silhouettes, superior materials, and meticulous tailoring, we create workwear that works as hard as you do, season after season. Elevate your professional presence with enduring style.
• •Headline: The FREY Woman: Confident. Conscious. Unstoppable. Body: Join a movement of women who dress for success without sacrificing their values. Our tailored collections offer the perfect blend of elegance, empowerment, and ethical production. Step into your power with FREY.