Brand Tone

Elegant & Stylish (understated), Confident & Assured, Approachable & Helpful, Authentic & Trustworthy

Brand Values

• •Quality Craftsmanship
• •Timeless Style
• •Heritage & Tradition
• •Customer Satisfaction
• •Versatility

Best Practices

• •Prioritize Quality in Language: Use refined, clear, and descriptive language that mirrors the quality of the products. Avoid slang or overly casual phrasing.
• •Emphasize Heritage and Craftsmanship: Subtly weave in the brand's long-standing presence ("since 1982") and its commitment to well-made garments, Italian design, and quality materials.
• •Maintain an Understated Confidence: The tone should be self-assured but not arrogant. Let the quality and style of the products speak for themselves, supported by factual descriptions.
• •Focus on Timelessness over Trends: Highlight the lasting appeal and versatility of the clothing, positioning items as investments rather than disposable fashion.
• •Be Customer-Centric and Helpful: While maintaining an elegant tone, ensure the copy is also informative and addresses potential customer needs regarding fit, materials, and care, reflecting their noted good customer service.

Social Perception

High-Quality Provider, Reliable and Trustworthy, Stylish and Elegant, Good Value (for the quality). There's some concern from a segment of customers regarding the origin of manufacturing for certain products, with a clear preference for "Made in Italy."

Copy Examples

• •Gaffi & Co. Roma: Enduring Style, Crafted for Life. Since 1982, we've curated and created pieces that transcend trends. Discover the enduring appeal of Italian craftsmanship and timeless design.
• •The Art of Italian Casual. Experience the difference quality materials and thoughtful design make. Our collections blend everyday comfort with an unmistakable touch of Roman elegance.
• •More Than Just Clothing. It's a Gaffi. Invest in pieces that feel as good as they look, and last for seasons to come. Explore our latest arrivals, rooted in a tradition of excellence.
• •Your Wardrobe, Elevated. From the perfect tee to sophisticated outerwear, Gaffi & Co. offers the foundational pieces for a confident, contemporary style. Quality you can feel, style you can trust.
• •Discover the Gigi Denim: Italian Craftsmanship, Modern Fit. Our signature Gigi denim is designed in Rome and meticulously crafted for superior comfort and lasting style. Find your perfect pair today.