Brand Tone

approachable, expert, and traditional

Brand Values

• •Quality
• •Customer-Centric Service
• •Tradition & Heritage
• •Italian Craftsmanship
• •Comfort & Well-being

Best Practices

• •Always frame product descriptions and advice from a place of knowledge. Use phrases like "Expertly selected," "We recommend this for..." and "Crafted for optimal support" to reinforce your authority.
• •Regularly weave the brand's 30+ year history and family origins into your content. This builds trust and differentiates you from newer, purely online retailers. Mentioning "Since 1989" or "A Milan family tradition" adds weight and authenticity.
• •While your core is traditional, showcase that you are current. In copy, pair timeless values with modern styles (e.g., "The classic comfort of Birkenstock, now in this season's most sought-after colors.").
• •When featuring relevant products, explicitly mention "Made in Italy," "artisanal craftsmanship," or the specific high-quality materials used. This appeals directly to your target audience and justifies a premium price point.
• •Write as if you are advising a customer in your store. Use a friendly, respectful, and helpful tone. Address customer needs directly, focusing on benefits like comfort, posture support, and durability, which reflects the positive in-store experience customers report.

Social Perception

The brand is perceived as a highly-regarded, helpful, and professional specialist in quality footwear. Customers trust them for durable, comfortable, and stylish shoes, seeing them as an established and reliable business.

Copy Examples

• •30 Years of Comfort, One Step at a Time. Since 1989, we've helped Milan find its perfect fit. As a historic Birkenstock retailer, we know that the right shoe is about more than style—it's about well-being. From the classic Arizona to the professional Kay SL, our family is here to guide yours. Visit us in-store or online to feel the difference expertise makes. Discover Your Perfect Pair.
• •The Art of Italian Shoemaking. True elegance is timeless. These handcrafted leather shoes are a testament to the "Made in Italy" tradition we have championed for over three decades. Feel the quality of finely worked leather and appreciate a design built to last. #MadeInItaly #ArtisanalShoes #ItalianLeather #TimelessStyle #MartinelliFoschetti
• •Your feet deserve the best. We've been experts in comfort since '89. From iconic Birkenstocks... to timeless Italian leather. Find your sole-mate at Martinelli & Foschetti. Quality footwear for every walk of life. #BirkenstockMilano #ItalianShoes #ShoeStore #ComfortAndStyle #Milan
• •A Milanese Tradition Since 1989. Founded by family, built on quality, and dedicated to our customers. Discover the story behind Martinelli & Foschetti and our three-decade journey in footwear. Learn Our Story.
• •Subject: Expertly Curated: New Arrivals for Your Comfort. Hello [Customer Name], as a valued member of the Martinelli & Foschetti family, we wanted you to be the first to see our new collection. Featuring the latest from Birkenstock and our handpicked selection of artisanal shoes, each pair is chosen with the quality and comfort you trust. Let our expertise guide you to your next favorite pair. Shop New Arrivals.