Brand Tone

Aspirational & Elegant, Passionate & Enthusiastic, Professional & Performance-Oriented, Approachable Sophistication

Brand Values

• •Quality & Craftsmanship
• •Elegance & Style
• •Innovation & Functionality
• •Passion for Equestrianism
• •Versatility

Best Practices

• •Embrace "Elegant Performance": Always balance the sophisticated, stylish aspect of the brand with its commitment to high-performance, functional equestrian wear. Use language that reflects both luxury and practicality.
• •Infuse Passion: Let the love for the equestrian sport and lifestyle shine through. Use enthusiastic and inspiring language that resonates with dedicated riders. The "Ride and Wear with Passion" motto should be a guiding principle.
• •Highlight French Heritage Subtly: Referencing its French design or origins can add to the allure of sophistication and quality, but ensure it feels authentic and not overdone for the US market.
• •Focus on Rider Benefits: Clearly articulate how the design, materials, and features benefit the rider – from comfort and fit to durability and a polished appearance in and out of the ring.
• •Maintain Visual Consistency: Ensure that the high-quality, elegant, and often aspirational imagery used aligns with the written copy to reinforce the brand's premium positioning. Social media visuals should reflect the same level of sophistication as website imagery.

Social Perception

High-Quality and Stylish, European Flair, Performance-Driven, Aspirational Brand, Good Customer Service (via retailers)

Copy Examples

• •Instagram Post (Image: Rider in Harcour competition jacket, looking focused): Elevate your performance. Experience the fusion of French elegance and cutting-edge innovation with Harcour. Designed for champions who demand style and substance. #HarcourUSA #RideWithPassion #EquestrianExcellence
• •Facebook Ad (Carousel: Breeches, show shirt, lifestyle polo): From the Grand Prix arena to your everyday adventures, Harcour USA delivers unparalleled style and comfort. Discover technical riding wear that moves with you and lifestyle pieces you’ll love. Ride and live with passion. Shop the collection now. #HarcourStyle #EquestrianLife #FrenchDesign
• •Website Banner (Image: Model wearing Harcour lifestyle apparel at a chic café): Beyond the Barn: Harcour Lifestyle. Embrace sophisticated French design that seamlessly transitions from stable to street. Effortless elegance, exceptional comfort. #HarcourEveryday #AprèsRide
• •Email Subject Line: Unlock Your Potential: Discover Harcour’s Innovative New Collection Email Body Snippet: Dear [Customer Name], Feel the difference passion makes. Harcour’s latest collection blends sophisticated French design with advanced technical fabrics, ensuring you look and perform your best, whether in training or competition. Ride with confidence, wear with elegance. Explore now...
• •Product Description Snippet (for new breeches): Introducing the [Breech Name] – where impeccable French tailoring meets athletic innovation. Crafted from our signature 'Rider Stretch' fabric with an advanced 'Grip System' knee patch, these breeches offer ultimate freedom of movement and a flattering silhouette. Because every ride deserves a touch of luxury and a lot of passion. #HarcourUSA #TechnicalElegance