Brand Tone

Authentic & Transparent, Conscious & Purposeful, Artistic & Refined, Approachable & Warm, Empowering & Thoughtful

Brand Values

• •Sustainability
• •Ethical Production
• •Slow Fashion
• •Superior Craftsmanship & Quality
• •Individuality & Timeless Design
• •Community Focus
• •Transparency & Trust

Best Practices

• •Lead with Values: Always weave in the core principles of sustainability, ethical production, and timeless design. Don't just sell a garment; sell the story and the philosophy behind it.
• •Use Authentic & Transparent Language: Be open about materials, production processes, and the brand's mission. Avoid jargon where possible, but don't shy away from explaining terms like "OEKO-TEX" or "slow fashion" to educate the consumer.
• •Emphasize Quality & Craftsmanship: Highlight the thoughtful design, superior materials, and skilled local production that go into each piece. Use descriptive words that convey durability and artistry.
• •Maintain a Warm & Approachable Voice: Even when discussing serious topics like ethical fashion, keep the tone inviting and personal, reflecting the boutique's atmosphere. Engage with the audience and foster a sense of community.
• •Focus on Timelessness & Individuality: Position the clothing as long-lasting investments that allow customers to express their unique style, rather than just follow fleeting trends. Celebrate the "multifaceted and discerning woman."

Social Perception

A genuine leader in Montreal's sustainable fashion scene, a brand that successfully combines beautiful, high-quality design with strong ethical principles, trustworthy and transparent in its commitment to sustainability and fair labor, a destination for unique, timeless pieces that are made to last, supportive of local artisans and the local economy, offering excellent and personal customer service. The clothing is seen as an investment in quality and values, justifying a higher price point for some consumers. Customers appreciate the comfort and versatility of the designs.

Copy Examples

• •Headline: Wear Your Values. Discover Timeless Style, Ethically Crafted. Body: At Jennifer Glasgow, we believe fashion can be beautiful, sustainable, and fair. Each piece is thoughtfully designed and made in Montreal, using eco-conscious fabrics that feel as good as they look. Invest in clothing that tells a story of artistry and integrity.
• •Headline: Beyond the Trend: Designs That Endure. Body: Tired of fleeting fashions? Our collections are built on classic silhouettes with unique artistic touches, created to be loved and worn for years to come. Embrace slow fashion that celebrates your individuality and respects our planet.
• •Headline: The Art of Local. The Heart of Ethical. Body: From our Montreal design house to your wardrobe, every Jennifer Glasgow garment is a testament to skilled local craftsmanship and a commitment to fair wages. Feel the difference quality and care make.
• •Headline: Consciously Curated, Beautifully Made. Body: Step into a world where style meets sustainability. Our boutique and online store feature our signature Jennifer Glasgow line alongside a selection of like-minded independent designers. Discover pieces that align with your ethics without compromising on elegance.
• •Headline: More Than Just a Dress. It's a Choice. Body: Choosing Jennifer Glasgow means choosing quality over quantity, timeless design over temporary trends, and ethical practices over exploitation. Make a statement that reflects your values, beautifully.