Brand Tone

sophisticated, luxurious, and quietly confident

Brand Values

• •Quality
• •Timeless Style
• •Effortless Elegance
• •Sustainability and Ethical Sourcing
• •Customer Experience/Comfort

Best Practices

• •Prioritize "Feel" and "Experience": Use evocative language that describes the sensation of wearing cashmere – its softness, warmth, and lightness. Words like "embrace," "whisper," "cocoon," and "indulgence" can be effective.
• •Emphasize Timelessness Over Trends: Focus on the classic, enduring nature of cashmere and the brand's designs. Highlight versatility and the idea of pieces becoming wardrobe staples for years to come.
• •Subtly Weave in Luxury Cues: Use words like "premium," "finest," "artful design," and "exquisite" without being ostentatious. The luxury should feel inherent in the quality and design, not just stated.
• •Maintain an Understated Confidence: The tone should be assured and knowledgeable about the quality and craftsmanship, but not arrogant. Let the product's inherent value speak for itself.
• •Integrate Ethical and Sustainable Messaging Naturally: When mentioning sourcing or production, do so in a way that reinforces the brand's commitment to quality and thoughtful craftsmanship, rather than as a separate, disconnected point. Frame it as part of the "true luxury" experience.

Social Perception

Customers perceive InCashmere products positively, highlighting the softness, quality, lightweight nature, and versatility of the garments. They appreciate the luxurious feel and the ability to wear the items across different seasons and occasions.

Copy Examples

• •Experience the everyday indulgence of pure cashmere. Our [Product Name] is more than a garment; it's an embrace of quiet confidence and timeless style.
• •Crafted from the world's finest, ethically sourced cashmere, the [Product Name] redefines effortless elegance. Discover a softness that whispers your story.
• •Invest in enduring quality. The InCashmere [Product Name] is designed for a lifetime of luxurious comfort and sophisticated ease.
• •Wrap yourself in the art of everyday luxury. Our [Product Name], designed in NYC and consciously crafted, brings a touch of timeless sophistication to every moment.
• •Beyond trends, beyond seasons. The InCashmere [Product Name] is an emotional essential, promising whisper-light softness and enduring style that feels truly you.