Brand Tone

Heritage-Focused & Established, Sophisticated & Refined, Service-Oriented & Welcoming, Community-Rooted, Approachable Authority

Brand Values

• •Quality & Craftsmanship
• •Heritage & Tradition
• •Customer Service Excellence
• •Timeless Style
• •Community Connection
• •Adaptability & Evolution

Best Practices

• •Emphasize Heritage Authentically: Weave in the 1917 founding and Charleston roots naturally, not as a forced tagline, to build trust and highlight experience.
• •Use Refined Yet Accessible Language: Opt for sophisticated vocabulary that reflects quality, but ensure it remains welcoming and understandable to a broad audience of gentlemen. Avoid overly casual slang or overly stuffy jargon.
• •Spotlight Quality and Craftsmanship: When describing products, focus on the materials, construction, and the reputation of the brands carried, reinforcing the value of long-lasting style.
• •Incorporate a Sense of Place (Charleston): Subtly reference the Charleston lifestyle, climate, and Southern culture where appropriate, connecting the clothing to its context.
• •Maintain a Service-Oriented Voice: Frame copy around helping the customer, offering advice, and ensuring a positive experience, mirroring the in-store hospitality.

Social Perception

Iconic Charleston Institution, Purveyor of Quality Southern Style, Trusted & Reputable, Multi-Generational Appeal, Destination Shopping Experience

Copy Examples

• •Headline: A Century of Charleston Style. Generations of Quality. Body: Since 1917, M. Dumas & Sons has been the cornerstone of men's fashion in the Lowcountry. Discover timeless apparel, unmatched service, and the enduring spirit of Southern elegance.
• •Headline: More Than a Store. A Charleston Tradition. Body: From King Street to your closet, experience the M. Dumas & Sons legacy. We're not just outfitting men; we're upholding a tradition of quality, craftsmanship, and impeccable Southern style.
• •Headline: Curated for the Modern Southern Gentleman. Body: Explore our collection of hand-selected brands that blend classic heritage with contemporary wearability. At M. Dumas & Sons, find pieces that tell your story with sophistication and ease.
• •Headline: The Art of Dressing Well, Mastered Over Generations. Body: Let our experienced clothiers guide you. For over 100 years, we've provided personalized service to help Charleston's finest look and feel their best. Your journey in style starts here.
• •Headline: Rooted in History. Tailored for Today. Body: M. Dumas & Sons: Where Charleston's rich heritage meets the finest in modern menswear. Step into a legacy of quality and discover the perfect expression of your personal style.