Brand Tone

Knowledgeable & Passionate, Authentic & Honest, Appreciative of Craft, Community-Oriented, Refined & Curated

Brand Values

• •Quality
• •Durability & Longevity
• •Heritage & Storytelling
• •Exclusivity & Curation
• •Sustainability & Ethics
• •Authenticity
• •Community
• •Exceptional Service

Best Practices

• •Prioritize Product Storytelling: Don't just list features; narrate the history, the craftsmanship, the origin of materials, or the philosophy of the brand behind each key product. This reinforces the values of heritage and authenticity.
• •Emphasize Longevity and Value: Consistently use phrases like "built to last," "invest in quality," "timeless design," and "gets better with age" to counter the fast-fashion narrative and highlight the enduring value of their offerings.
• •Maintain a Knowledgeable and Confident Voice: Write with assurance, demonstrating expertise in materials, construction, and the brands stocked. Avoid overly casual slang or hype; let the quality and story of the products speak.
• •Be Specific and Detail-Oriented: When describing products, mention specific materials (e.g., "Japanese selvedge denim," "Horween leather," "organic cotton"), construction methods (e.g., "loopwheeled," "Goodyear welted"), or unique design details. This appeals to a discerning customer who appreciates such nuances.
• •Visual-Verbal Cohesion: Ensure the language used in copy directly reflects and enhances the visual aesthetic of the brand (which is often rugged yet refined, focusing on texture and quality). The words should feel as carefully chosen as the products themselves.

Social Perception

Respected Retailer, Purveyor of Niche and Heritage Brands, Knowledgeable & Passionate Owner/Staff, Advocate for "Buy Less, Buy Better", Aesthetically Pleasing

Copy Examples

• •Fresh from Japan: Selvedge denim that tells a story with every wear. Crafted using traditional techniques, these jeans aren't just made; they're built to journey with you. Discover the unmatched quality and fading potential that only true Japanese denim offers. Link in bio. #IndigoAndProvisions #JapaneseDenim #Selvedge #BuiltToLast #Craftsmanship
• •Timeless Layers for a Life Well-Lived. Explore our new collection of enduring pieces, curated for quality, comfort, and the changing seasons. Invest in style that lasts. Shop now.
• •More Than Just a Sweater: The [Brand Name] Legacy. For over [X] years, [Brand Name] has been synonymous with uncompromising quality and [mention a key characteristic, e.g., artisanal knitting techniques]. We're proud to bring their heritage to New Zealand, offering pieces that embody true craftsmanship. Read their story and explore the collection on our blog.
• •Tired of fast fashion? At Indigo & Provisions, we believe in clothing with character, made to endure. Discover heritage brands, sustainable choices, and pieces that get better with every year. Shop mindfully, live fully. Visit us in The Arts Centre or online. #Conscious 소비 #EthicalFashion #QualityOverQuantity #Christchurch
• •Engineered for endurance, styled for the ages. This [Jacket Name] draws from classic workwear silhouettes, constructed from robust [material, e.g., waxed cotton] that’s ready for whatever your day holds. With reinforced [mention a detail, e.g., stitching] and timeless design, it’s more than a jacket – it’s a companion for years of adventure and daily life. Made by [Brand Name], who believe in [mention brand value, e.g., honest materials and lasting quality].