Brand Tone

Sophisticated, Curated, and Aspirational

Brand Values

• •Exclusivity and Curation
• •Personalized Experience
• •Fashion-Forward Leadership
• •Quality and Timeless Style
• •Authenticity

Best Practices

• •Create a Brand Voice Lexicon: Develop a document of 'On-Brand' and 'Off-Brand' words. For Gito, 'On-Brand' words include curated, refined, authentic, fierce, elegant, trendsetter, iconic. 'Off-Brand' words would be cheap, discount, common, basic, sale.
• •Tell the Story of Curation: In product descriptions and social media, don't just describe the item. Explain why it was selected. Mention the designer's vision or how it fits into the current season's curated narrative.
• •Use Elevated and Evocative Language: Focus on how the clothing makes the wearer feel. Instead of saying 'looks good,' use phrases like 'creates a commanding presence,' 'embodies refined beauty,' or 'offers a touch of sophisticated sass.'
• •Maintain Exclusivity in Offers: When announcing sales or promotions, frame them as exclusive opportunities for a discerning clientele, using phrases like 'A Private Offer for Our Subscribers' or 'The Curated Sale: A Selection for Our Valued Clients.'
• •Align All Communications with Personalized Service: Ensure that all copy, from automated emails to social media replies, reflects the brand's commitment to a personal touch. Address customers by name when possible and use a warm, yet sophisticated and helpful, tone.

Social Perception

Gito Stores is perceived as a premier, high-end fashion destination known for its exquisite selection, personalized shopping experience, and expert styling. It's considered a 'gem' and 'legendary women's boutique' that offers luxury and exclusivity beyond what's found in traditional malls.

Copy Examples

• •Define your presence. Our latest curated collection is an ode to fierce elegance, blending refined textures with powerful silhouettes. Discover the piece that speaks your authentic style. #GitoStores #FierceElegance #CuratedFashion #CommandingPresence
• •For the Curator: New Arrivals from Tomorrow's Icons.
• •Beyond the Trend. Welcome to Your Curated Wardrobe.
• •This is more than a blazer; it’s a statement of sophisticated sass. Tailored from Italian wool with a sharp, modern cut, it creates a sleek, commanding presence the moment you enter a room. Designed not just to be worn, but to be expressed.
• •Tired of the mall? Gito Stores offers a curated collection of fashion from emerging and iconic designers around the world. Experience personalized styling in our Englewood boutique or shop our hand-picked looks online. Discover fashion that is as unique as you are.