Brand Tone

aspirational, sophisticated, elegant, confident, calm, speaks to timeless style

Brand Values

• •Timeless Style
• •Elegance
• •Accessible Luxury
• •Quality Craftsmanship

Best Practices

• •Emphasize a Lifestyle, Not Just a Product: The "Old Money" appeal is about a feeling and a lifestyle. Copy should focus on evoking sophistication, confidence, and timeless moments rather than just listing product features.
• •Use Refined and Evocative Language: Incorporate words like "meticulous," "refined," "understated," "classic," and "versatile." Avoid slang, excessive hype, or high-pressure sales tactics ("Don't miss out!").
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy perfectly matches the clean, aspirational, and high-quality aesthetic of the brand's photography and videography.
• •Address Quality Concerns Through Copy (Subtly): To counteract negative reviews, copywriting can subtly reinforce quality. Use phrases like "Crafted with attention to detail," "Made from premium-selected fabrics," or "Designed for lasting comfort and style." This builds confidence without directly referencing criticism.
• •Be Consistent Across All Channels: The sophisticated and calm tone should be present everywhere, from the website's FAQ page to automated email responses and social media replies. A unified voice builds a stronger, more trustworthy brand identity.

Social Perception

Divided. Positive perception for its 'Old Money' aesthetic and visual style on social media, attracting followers interested in aspiration. Negative perception due to suspicion of being a dropshipping operation selling low-quality goods, poor product quality, discrepancies with images, problematic return policy, and distrust regarding legitimacy.

Copy Examples

• •Elegance isn't about being noticed, it's about being remembered. Discover the Luca Suede Loafers, your foundation for a timeless wardrobe. #MartinoMilano #QuietLuxury #MensStyle
• •The Art of Understated Style | Explore Our Linen Collection
• •Meet the Marco Knit Polo. Meticulously crafted for a relaxed yet refined silhouette, it's the piece you'll reach for from seaside lunches to city evenings. Experience the soft touch of premium fabric and the confidence of classic design.
• •Tired of trends that fade? Build a wardrobe that lasts. Martino Milano offers classic menswear for the modern gentleman. Enjoy complimentary worldwide shipping on us. Shop the collection.
• •Beyond Trends. Beyond Seasons. This is Enduring Style.