Brand Tone

Aspirational, Welcoming, and Chic

Brand Values

• •Community and Connection
• •Self-Expression and Confidence
• •Quality and Timelessness
• •Curated Exclusivity
• •Comfort

Best Practices

• •Always Speak from "We" to "You": Use a communal and personal tone. Frame the brand as a collective ("we," "our team") speaking directly to an individual ("you," "your style"). This reinforces the welcoming, community-focused value.
• •Blend Aspiration with Attainability: Use elevated, chic language to describe the products ("luxe," "elegant," "curated") but always connect it back to the customer's real life ("for board meetings and brunch dates," "your favorite denim").
• •Tell a Story, Don't Just Sell a Product: Whether it's the story of a garment's versatility or the story of the brand itself, narrative is key. Explain why a piece is special or how it will make the customer feel.
• •Emphasize Quality and Timelessness: Consistently use keywords like "timeless," "investment piece," "high-quality," and "versatile" to reinforce the brand’s value proposition of offering durable, lasting fashion over fast fashion.
• •Maintain a Consistent Voice Across All Channels: The friendly, chic, and welcoming tone used in Instagram captions should be identical to the tone in email newsletters, on the website, and in any potential ad copy. This creates a seamless and trustworthy brand experience.

Social Perception

Highly positive. Perceived as a go-to local boutique for stylish, high-quality women's fashion. Valued for its personal, family-run approach, fostering trust and authenticity. Known for excellent curation and a friendly, style-forward approach, providing a pleasant shopping experience and unique pieces.

Copy Examples

• •New season, new story. ✨ Our Autumn Edit has just arrived, filled with timeless textures and silhouettes designed to move with you. Discover pieces that feel like home, yet dare you to stand out. Which look tells your story? Swipe through and tell us your favorite! #Loft106 #NewArrivals #AutumnStyle
• •Meet the blouse that does it all. Crafted from a luxe silk blend, its fluid drape offers effortless elegance for board meetings and brunch dates alike. The subtle cuff detail and timeless cut ensure it’s not just a piece for today, but a treasure for years. Pair it with tailored trousers for a powerful statement or your favorite denim for a touch of relaxed chic. Confidence, tailored.
• •The party starts soon! ✨ Join us tonight from 6-9 PM for our exclusive collection preview. Sip, shop, and let us style you for the season. Can’t wait to welcome you! #Loft106Community #InStoreEvent
• •A treat for your wardrobe is waiting... Hello lovely! To thank you for being part of our community, we're giving you an exclusive 15% off your next purchase. Find that piece you’ve been dreaming of. Use code: WELCOME15
• •Loft 106 wasn't just built with bricks and mortar; it was built on a dream. A dream of a space where fashion means more than just clothes—it’s about confidence, community, and the joy of finding something that feels uniquely *you*. We hand-pick every item, searching for the quality, comfort, and timeless style we believe in. Welcome to our home. We’re so glad you’re here.