Brand Tone

bold, luxurious, unapologetic, exclusive, and confident

Brand Values

• •Authenticity
• •Luxury & Quality
• •Confidence & Boldness
• •Exclusivity

Best Practices

• •Embrace the "PHEREless" Attitude: All copy should exude confidence and boldness. Use strong, declarative sentences and avoid hesitant or apologetic language.
• •Focus on Luxury and Authenticity: Consistently use words like "authentic," "genuine," "luxury," "exquisite," and "handcrafted" to reinforce the high-end nature of the products.
• •Use Aspirational Language: The copy should appeal to the customer's desire for a certain lifestyle. Frame the products not just as clothing, but as symbols of status, confidence, and glamour.
• •Maintain Exclusivity: Use phrases that suggest a select audience, such as "For the discerning," "An exclusive collection," or "For those who dare."
• •Be Consistent Across All Channels: The bold and luxurious tone should be maintained on the website, in product descriptions, on social media, and in all customer communications. This creates a strong, unified brand identity.

Social Perception

Polarized. Perceived by its target audience as a provider of luxurious, high-status fashion items, symbolizing confidence and aspiration. However, the general public, especially animal rights advocates, may perceive the brand negatively due to the contentious nature of real fur, viewing its unapologetic stance as potentially tone-deaf.

Copy Examples

• •Elegance is an attitude. Our new collection is a statement. Crafted from 100% authentic fur for those who lead, not follow. Be seen. Be remembered. Be PHEREless.
• •Drape yourself in unparalleled luxury. The [Product Name] coat isn't just an addition to your wardrobe; it's the centerpiece. Feel the exquisite softness and the undeniable presence of genuine fox fur.
• •Confidence is your best accessory. Our fur is a close second. #FURphere #LuxuryFashion #BePhereless
• •Winter has a new icon. Embrace the cold with the warmth and glamour of authentic fur. Shop the winter collection now.
• •For the Bold: Your Exclusive Look at Our Latest Fur Designs