Brand Tone

Empowering and Expressive, Bold and Contemporary (with a hint of nostalgia), Community-Oriented and Inclusive, Principled and Passionate

Brand Values

• •Self-Expression
• •Quality and Craftsmanship
• •Individuality and Uniqueness
• •Equality and Anti-Discrimination
• •Community and Connection
• •Innovation and Creativity

Best Practices

• •Anchor in Your Core Values: Always refer back to the brand's foundational principles of self-expression, boldness, quality, and equality. Let these values guide the messaging, ensuring authenticity in every communication.
• •Speak Directly to "The Bold": Address the target audience as individuals who are confident, unique, and unafraid to make a statement. Use language that empowers and inspires them to embrace their individuality.
• •Balance Aspiration with Action: While highlighting the aspirational aspect of fashion and self-expression, also ground the message in the tangible quality of the products and the brand's commitment to its social principles.
• •Maintain a Unifying Narrative: Whether talking about Italian-inspired craftsmanship or globally sourced quality apparel, tie it back to the core mission of providing unique, expressive fashion. Emphasize the "why" behind the brand.
• •Be Consistent Across All Channels: Ensure the empowering, bold, and principled tone is evident everywhere, from website copy and product descriptions to social media captions, email marketing, and even customer service interactions. This creates a cohesive and trustworthy brand identity.

Social Perception

Ivy Alexander Italy is perceived as an emerging fashion brand focused on quality and distinctive design, active in its local fashion scene (Columbus). The strong articulation of social values on their website aims to build a perception of a brand that stands for more than just fashion, aligning with principles of righteousness and equality. The brand's origin story, initially focused on Italian footwear and co-founded by individuals with a passion for fashion, contributes to its identity. The direct invitation for partnership on their website suggests an open and approachable image.

Copy Examples

• •Headline: Don't Just Wear It. Express It. Ivy Alexander Italy. Body: Your style is your voice. Let it be heard. Discover fashion that’s as bold, unique, and principled as you are. Shop the new collection.
• •Social Media Post: We're more than a fashion brand; we're a statement. Ivy Alexander Italy stands for bold design, fearless self-expression, and a commitment to equality. Wear your values. #IvyAlexanderItaly #FashionWithPurpose #BeBold
• •Product Description (for a customizable item): The [Product Name], Reimagined By You. At Ivy Alexander Italy, we provide the canvas; you create the masterpiece. Design a look that’s undeniably you, crafted with the quality you deserve. It’s not just clothing, it’s your signature. [Customize Yours Today]
• •Email Subject: Dare to Be You. Discover Ivy Alexander Italy. Email Body: Tired of blending in? Ivy Alexander Italy is for those who stand out. We craft high-quality, statement pieces that empower you to express your true self. Because fashion isn't just about what you wear—it's about who you are. Explore designs that speak your language.
• •About Us Snippet: Ivy Alexander Italy: Crafting Bold Futures. We believe fashion is a powerful form of self-expression and a platform for change. As a minority-owned business, we’re dedicated to innovative design and unwavering support for equality. Join our community. Walk with us.