Brand Tone

Elegant & Sophisticated, Confident, Timeless & Classic, Feminine, Refined & Polished, Approachable Luxury

Brand Values

• •Quality Craftsmanship
• •Timeless Elegance
• •Belgian Heritage
• •Feminine Confidence
• •Slow Fashion Principles
• •Natural Beauty & Authenticity
• •Evolution & Family Legacy

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the defined tone (elegant, confident, timeless, feminine, refined, approachable luxury) with clear do's and don'ts, including preferred vocabulary, sentence structure, and level of formality. Share this with everyone who creates content.
• •Know Your Audience Deeply: Continuously refine your understanding of the "confident, fashion-conscious woman" Gigue targets. Let her aspirations, values, and how she communicates inform your copy.
• •Prioritize Storytelling Over Selling: Weave the brand's heritage, commitment to quality, and the inspiration behind collections into your copy. Focus on the feeling and experience of wearing Gigue, not just the product features.
• •Maintain Visual and Textual Consistency: Ensure that the elegance and sophistication reflected in your photography and website design are mirrored in the language used across all platforms, from product descriptions to social media captions and customer service interactions.
• •Regularly Audit and Refine: Periodically review all customer-facing copy to ensure it aligns with the brand voice guide and continues to resonate with the target audience. Adapt as the brand evolves, but always stay true to the core values of timelessness and quality.

Social Perception

High-Quality and Premium, Stylish and Elegant, Trustworthy & Established, For the Discerning Woman, Consistent

Copy Examples

• •Instagram Post (New Collection): Embrace the art of refined dressing. Our new collection unfolds with timeless silhouettes, luxurious textures, and the quiet confidence that defines Gigue. Discover pieces designed to be cherished. #GigueOfficial #TimelessElegance #BelgianDesign
• •Product Description (Silk Blouse): Experience the caress of pure silk with our signature blouse. Masterfully tailored for a fluid, feminine drape, this piece features delicate mother-of-pearl buttons and a subtle luster that transitions effortlessly from day to evening. An investment in enduring style.
• •Website Banner: Gigue: Belgian Craftsmanship. Timeless Style. Effortless Femininity.
• •Email Subject Line: An Invitation to Elegance: Explore Gigue's Latest Arrivals
• •Brand Story Snippet (for "About Us" or Social Media): From our Antwerp atelier to your wardrobe, every Gigue creation is a testament to our heritage of quality and a celebration of the modern woman. Dressing with Gigue is an expression of sophisticated self-assurance.