Brand Tone

Elegant & Sophisticated, Traditional yet Modern, Personal & Passionate, Approachable Luxury

Brand Values

• •Quality & Craftsmanship
• •Exclusivity & Uniqueness
• •Tradition with a Modern Twist
• •Sustainability
• •Customer Focus & Personal Service
• •Passion & Family Heritage

Best Practices

• •Emphasize Heritage and Expertise: Always weave in the nearly 30 years of experience, the mother-daughter artisanal approach, and the Tegernsee origin to build trust and highlight authenticity.
• •Balance Tradition with Modernity: Use language that reflects both the classic nature of Trachten and the brand's contemporary, elegant, and sometimes "Italian-inspired" or "pfiffig" (smart/stylish) interpretations.
• •Highlight Quality and Exclusivity: Consistently mention the high-quality materials (silk, velvet, linen), couture craftsmanship, handmade details, and the possibility of unique/custom-made pieces.
• •Maintain a Warm and Personal Tone: Reflect the personal service and passion behind the brand. Use inviting language ("Wir beraten Sie von Herzen gerne" - We are happy to advise you from the heart) and connect with customers on an emotional level.
• •Integrate Sustainability Values: Subtly or overtly mention the commitment to smaller production runs, pre-orders, honest materials, and plastic-free shipping when relevant, appealing to a conscious consumer.

Social Perception

High-End & Designer, Authentic & Traditional, Stylish & Fashion-Forward (within Trachten), Respected & Established, Associated with Special Occasions

Copy Examples

• •Headline: Experience Trachten Couture. Discover Your Giacomelli. Body: For nearly 30 years, Nicoletta and Kristina Giacomelli have been crafting exquisite, handmade Trachten that blend timeless tradition with a touch of Italian elegance. Each piece, born in our Tegernsee atelier, is a testament to quality, passion, and your unique style. Visit us in-store or explore the collection online. Tone: Elegant, traditional, personal.
• •Headline: More Than a Dirndl. It's a Giacomelli. Body: Feel the difference of masterful craftsmanship and the finest materials. Our exclusive Dirndls are designed with love and a modern sensibility, ensuring you shine with sophisticated charm. Pre-order your unique piece today for a sustainable touch of luxury. Tone: Sophisticated, quality-focused, exclusive.
• •Headline: The Art of Tracht. Reimagined. Body: At Giacomelli Trachten, we honor our heritage by infusing classic designs with contemporary flair and meticulous attention to detail—like our signature hand-stitched heart. Let us help you find or create the perfect ensemble that speaks to your heart. Book your personal consultation. Tone: Passionate, artistic, customer-focused.
• •Headline: Celebrate in Style. Celebrate in Giacomelli. Body: From the vibrant fields of Oktoberfest to the most cherished wedding day, our Trachten couture is designed for life’s most beautiful moments. Experience the elegance, the quality, the "Pfiff" that makes a Giacomelli creation unforgettable. Explore our latest collection for ladies, gentlemen, and children. Tone: Celebratory, elegant, versatile.
• •Headline: Sustainable Elegance. Crafted with Passion. Body: We believe in beauty that endures. That's why Giacomelli Trachten are made with honest materials, in small, considered quantities, and shipped plastic-free. Invest in a piece that’s as kind to the earth as it is an expression of your exquisite taste. Discover authentic Trachten, consciously created. Tone: Sustainable, quality-focused, passionate.