Brand Tone

Sophisticated & Elegant, Expert & Connoisseurial, Contemporary & Trendy (with a classic foundation), Customer-Centric & Approachable (despite luxury positioning)

Brand Values

• •Quality & Exclusivity
• •Heritage & Timelessness
• •Expertise & Personalized Service
• •Elegance & Modernity
• •Customer Satisfaction

Best Practices

• •Develop a Brand Voice Guide: Create a document detailing the brand's tone (sophisticated, expert, approachable luxury), key messaging points, preferred terminology (e.g., "gentleman" instead of "guy," "curated selection" instead of "products"), and words to avoid. This ensures everyone writing for the brand is aligned.
• •Prioritize Quality & Elegance in Language: Use refined vocabulary and well-constructed sentences. Avoid slang, overly casual contractions (unless a specific sub-brand or campaign calls for a slight shift), and clichés. The language should mirror the quality of the products.
• •Emphasize Expertise & Heritage Subtly: Weave in mentions of their long history, the expertise of their staff, and the careful curation process without being boastful. For example, "With over 75 years of experience in dressing discerning men..." or "Our stylists have an expert eye for..."
• •Maintain a Customer-Focused Approach: Even with a luxury positioning, the language should feel welcoming and helpful. Focus on how the products and services benefit the customer (e.g., "achieve your perfect fit," "express your unique style," "experience unparalleled comfort").
• •Consistency Across All Channels: Ensure the tone is consistent from the website copy and product descriptions to social media captions, email marketing, and even in-store signage and staff communication. Regular audits of content can help maintain this consistency.

Social Perception

Respected & Established, High-Quality & Luxurious, Trustworthy & Reliable, Fashion Authority, Excellent for Special Occasions

Copy Examples

• •Lothaire: Curating Men's Elegance Since 1947. Step into a world where timeless style meets contemporary design. At Lothaire, we meticulously select each piece, ensuring unparalleled quality and enduring sophistication for the modern gentleman. Discover your signature look with the guidance of our seasoned experts.
• •Beyond the Trend: The Art of Personal Style. Fashion is fleeting, but true style is eternal. Lothaire offers more than just clothing; we provide a bespoke experience, from made-to-measure suits to a curated selection of the world's finest brands. Let us help you articulate your individuality with confidence and distinction.
• •The Lothaire Wedding: Impeccable Style for Your Unforgettable Day. Your wedding day demands nothing less than perfection. Trust Lothaire's decades of experience in outfitting grooms and wedding parties with exceptional attire. From classic tuxedos to contemporary suits, our stylists ensure every detail contributes to your memorable occasion. Book your private consultation today.
• •New Horizons: Experience the innovative design and technical mastery of the latest Stone Island collection, now at Lothaire. Crafted for the discerning man who values both cutting-edge style and enduring quality. Explore in-store and online. #Lothaire #StoneIsland #MensFashion #LuxuryStreetwear #BordeauxShopping
• •Defining Autumn: A Lothaire Edit. Discover handpicked collections from [Brand X], [Brand Y], and [Brand Z], seamlessly blending seasonal trends with the timeless elegance you expect from Lothaire. Elevate your wardrobe with pieces that speak volumes.