Brand Tone

sophisticated, approachable, and aspirational

Brand Values

• •Accessible Luxury
• •Quality and Craftsmanship
• •Timeless Style
• •Modernity and Innovation

Best Practices

• •Lead with the Feeling: Focus on the tactile experience of cashmere. Use words like "soft," "warm," "lightweight," and "luxurious" to evoke the feeling of the product.
• •Emphasize Timelessness over Trends: Position the products as long-lasting investments. Use phrases like "wardrobe staple," "classic design," and "enduring style."
• •Be Confident, Not Arrogant: The tone should be assured in its quality and value proposition without being exclusionary. It's "in the know" without being a secret.
• •Keep it Clean and Concise: Mirror the brand's minimalist aesthetic with clear, direct, and uncluttered copy. Avoid overly flowery or technical jargon.
• •Highlight the "Smart Choice": Frame the purchase as an intelligent decision. Reinforce the brand's value proposition of getting high-quality cashmere without the traditional markup.

Social Perception

The public perceives GOAT Cashmere as a strong contender in the affordable luxury space. Customers seem to be savvy shoppers who have done their research and are looking for a smart investment in their wardrobe. They value both the aesthetic and the price-to-quality ratio. There is some debate among luxury connoisseurs about whether it competes with top-tier brands, but the consensus is that it offers excellent value for its market position.

Copy Examples

• •The art of everyday luxury. Our new crewneck, crafted from the softest cashmere, is designed to be the piece you reach for time and again. Effortless, timeless, and surprisingly attainable.
• •Upgrade your work-from-home wardrobe. Experience the unparalleled softness and warmth of pure cashmere. Look polished, feel comfortable. Shop our collection of modern essentials.
• •Welcome to the inner circle of softness. As a valued member of the GOAT family, we're giving you exclusive early access to our new collection. Pieces designed with your timeless style in mind.
• •Luxury that lasts. Invest in timeless cashmere pieces during our seasonal sale. The quality you love, at a price you'll appreciate even more.
• •Meticulously crafted from 100% Grade-A cashmere, this cardigan offers both exceptional warmth and a lightweight feel. Its classic silhouette ensures versatility, taking you from a brisk morning walk to an elegant evening out. A true wardrobe investment.