Brand Tone

Passionate, Authentic, Trendy, Community-Oriented, Youthful, Dynamic

Brand Values

• •Authenticity
• •Quality
• •Uniqueness/Exclusivity
• •Passion
• •Community
• •Accessibility (Potentially)
• •Entrepreneurial Spirit

Best Practices

• •Know Your Audience Deeply: Understand their slang, what excites them (e.g., specific brands, rarity, a good deal), and how they communicate on social media. Use language that resonates directly with streetwear and vintage enthusiasts.
• •Emphasize Authenticity and Scarcity (Honestly): Highlight the genuine nature of the pieces and the unique opportunity to own them. Use terms like "authenticated," "one-of-a-kind," "rare drop," but always be truthful.
• •Inject Passion and Enthusiasm: Let the love for vintage and streetwear shine through. Use energetic language, emojis where appropriate (especially on social media), and convey a sense of excitement about the products.
• •Build Community Through Language: Use inclusive language ("squad," "fam," "you guys") and ask questions to engage followers. Reference shared cultural touchstones within the streetwear scene.
• •Maintain a Consistent Visual and Verbal Identity: Ensure the tone of the copy aligns with the visual presentation on the website and social media. If the visuals are gritty and urban, the copy should match, not be overly formal. If it's clean and focused on the product, the copy can be more direct but still enthusiastic.

Social Perception

Positive: La Bonne Tenue is perceived as a go-to spot for quality vintage and streetwear in Lyon, with a reputation for good finds and a cool atmosphere. Customers appreciate the curated selection and the authenticity of the products. Trendy & In-the-Know: The brand is seen as being on the pulse of streetwear trends and offering desirable labels. Engaged Founder: The visibility of Valentin, the founder, and his passion adds a personal and trustworthy touch. Local Hotspot: It's recognized as a significant player in Lyon's thrift store scene.

Copy Examples

• •Instagram Post (New Drop): "LYON! 🔥 The heat just landed. Fresh drop of insane vintage Stone Island and Stussy gems now live at 7 Rue François Dauphin & online. Cop 'em before they're history. You know the drill. #LaBonneTenue #VintageStreetwear #LyonFashion #RareFinds #StreetwearDrop"
• •Website Banner (Mystery Box): "Unbox Your Next Obsession. 💣 La Bonne Tenue Mystery Boxes are packed with authenticated streetwear heat. Choose your vibe, we'll handle the surprise. Level up your wardrobe. Shop Now!"
• •TikTok Video Caption (Highlighting an outfit): "From the archives to your fit. 🤌 This vintage Ralph Lauren piece is a one-of-one. Find your unique style at La Bonne Tenue. #ThriftFlip #StreetStyleLyon #VintageFashion #OOTD #LaBonneTenue"
• •Email Newsletter Subject: "🚨 You Don't Want to Miss This: Rare Arc'teryx In Stock!" * Body Snippet: "Hey Streetwear Savvy, We've just authenticated a fresh batch of vintage Arc'teryx that's looking for a new home. Pieces like this don't stick around. Be the first to explore the collection. Your grail might be waiting."
• •Facebook Ad (Targeting Lyon locals): "Still searching for that perfect vintage piece in Lyon? La Bonne Tenue (7 Rue François Dauphin) is your spot for curated streetwear & premium vintage. Authentic finds, updated daily. Come say hi! 👋 #LyonVintage #FriperieLyon #StreetwearCulture #SupportLocalLyon #LaBonneTenue"