Brand Tone

Friendly and Approachable, Informative and Expert, Passionate and Proud, Eco-conscious and Responsible, Modern and Innovative

Brand Values

• •Sustainability and Environmental Responsibility
• •Quality and Craftsmanship
• •Comfort and Functionality
• •Innovation
• •Family Heritage and Tradition
• •Customer Satisfaction

Best Practices

• •Always Lead with Sustainability & Comfort: These are core differentiators. Weave them into product descriptions, social media posts, and ad copy naturally. Highlight the "why" behind the materials (e.g., "breathable Merino wool for all-day comfort, sustainably sourced because we care").
• •Embrace the Heritage, but Stay Modern: Reference the family tradition and Austrian roots to build trust and authenticity, but pair it with a forward-looking perspective on innovation and style. Avoid overly old-fashioned language; keep it fresh and relevant.
• •Be Informative and Transparent: Clearly explain the benefits of wool and other sustainable materials. Be open about production processes and ethical sourcing. This builds credibility and resonates with conscious consumers.
• •Maintain a Friendly, Slightly Conversational Voice: Address the customer directly (using "you" and "your"). Keep sentences clear and concise. The tone should feel like helpful advice from a knowledgeable friend who is passionate about quality and nature.
• •Show, Don't Just Tell, with Visuals and Stories: Accompany copy with high-quality images and videos that showcase the products in natural settings, people enjoying them, and the beauty of the materials. Share customer testimonials and stories that reinforce brand values.

Social Perception

Positive Perception for Comfort and Quality, Valued for Sustainability, Seen as a Heritage Brand with Modern Appeal, Generally Good Customer Service, Price Point Consideration, Growing Online Presence and Direct-to-Consumer Focus, Celebrity Endorsement/Spotting

Copy Examples

• •Headline: Step Into Nature's Embrace. Experience Giesswein. Body: Discover the unparalleled comfort of Merino wool. Our sustainably sourced, Austrian-crafted footwear is designed to keep your feet happy, naturally. Breathe easy, walk lighter. Call to Action: Explore the Collection & Feel the Difference.
• •Headline: Heritage Woven Into Every Thread. Innovation In Every Step. Body: For over 60 years, our family has passionately crafted high-quality wool products in the heart of Tyrol. Today, we blend tradition with cutting-edge sustainable materials to bring you shoes that are as kind to your feet as they are to the planet. Call to Action: Discover Our Story. Shop Sustainable Styles.
• •Headline: Tired of Sweaty, Uncomfortable Feet? Wool Works Wonders. Body: Say goodbye to synthetic discomfort! Giesswein’s natural Merino wool runners are temperature-regulating, moisture-wicking, and incredibly breathable. Perfect for all-day wear, with or without socks. Seriously comfortable, seriously smart. Call to Action: Find Your Perfect Pair.
• •Headline: Join the Giesswein Green Movement. Body: We believe in fashion that feels good and does good. From mulesing-free wool to recycled ocean plastics and innovative plant-based leathers, every Giesswein product reflects our commitment to a healthier planet. Walk with purpose. Call to Action: Learn About Our Sustainability.
• •Headline: Loved by Feet (and the Planet) Since 1954. Body: Experience the Giesswein difference – where Austrian craftsmanship meets innovative, eco-conscious design. Our shoes aren't just made, they're made with care, for lasting comfort and a lighter footprint. Call to Action: Shop Best Sellers Now.