Brand Tone

aspirational, exclusive, community-centric, confident, knowledgeable, energetic, trendy, insider-feel

Brand Values

• •Authenticity and Quality
• •Community and Culture
• •Exclusivity and Curation
• •Customer Experience

Best Practices

• •Speak the Language of the Culture: Use industry-specific terms like "grails," "colorway," "deadstock," and "on ice" authentically. This builds credibility and shows you are a genuine part of the sneaker community.
• •Balance Exclusivity with Inclusivity: While the products are exclusive, the tone should still feel welcoming to the community. Use phrases like "Come through," "Join the conversation," and "For the RVA community" to be approachable.
• •Highlight Curation and Authenticity: Consistently use words like "curated," "authentic," "hand-picked," and "verified" in product descriptions and brand messaging to reinforce your core value proposition and build trust.
• •Emphasize Local Identity: Regularly incorporate "RVA," "Richmond," and local landmarks or slang into your copy. This strengthens the community bond and solidifies your position as a local hub, not just another faceless store.
• •Create a Sense of Urgency and Scarcity: For a store dealing in rare items, leveraging FOMO (Fear Of Missing Out) is key. Use phrases like "Limited pairs available," "Once they're gone, they're gone," and "Don't miss the drop" to encourage immediate action.

Social Perception

LACES is perceived as a premier local destination for sneaker and streetwear enthusiasts in the Richmond area, seen as a legitimate, well-stocked, and modern 'one stop shop' that actively contributes to the local fashion and sneaker scene.

Copy Examples

• •History, remade. The 'Lost & Found' isn't just a shoe; it's a story for your feet. Your size is waiting for you in-store. Don't sleep on this piece of history. #LacesRVA #Jordan1 #LostAndFound #RVA #SneakerCulture
• •Your Collection Has Value. Unlock the potential sitting in your closet. At LACES, we make it simple to sell or trade your authentic sneakers and streetwear. Refresh your rotation today.
• •Which pair are you taking home? The best grails in the 804 are right here. Come through this weekend. #SneakerStore #RVA #Unboxing #GrailSneakers #LacesVA #ShortPump
• •The LACES Edit: Curated Exclusives Just For RVA This week's hand-picked selection is here. Discover rare Dunks, essential Jordans, and more before they're gone.
• •More Than a Store. We are a community built on authenticity and a shared passion for the culture. Thank you for being a part of it. Follow the journey @lacesrva.