Brand Tone

Confident, Youthful, Streetwise, and Direct

Brand Values

• •Confidence
• •Quality & Comfort
• •Street Authenticity/Style
• •Originality/Identity
• •Resilience & Determination

Best Practices

• •Define Your Core Personality: Clearly articulate 3-5 key personality traits for MERCIER (e.g., Confident, Bold, Urban, Authentic, Driven). Ensure all copy reflects these.
• •Know Your Audience: Understand the language, slang (appropriately), and aspirations of your young, street-fashion-conscious audience. Write as if speaking directly to them.
• •Use "We" and "You": Foster a direct connection. "Using *our* French inspiration in *our* designs *we* want to feel confident in the clothing *we* produce and *we* want *you* to feel the same way..." (as seen on their site) is a good example. Maintain this direct address.
• •Stay Consistent Across Channels: Whether it's a TikTok caption, website product description, or retailer blurb, the core MERCIER voice – confident, streetwise, direct – should be unmistakable.
• •Show, Don't Just Tell Confidence: Instead of just saying "be confident," use active, empowering language and highlight how the product's design and quality enable that feeling (e.g., "Engineered for a standout look," "Built to own the streets"). Focus on the *impact* of wearing MERCIER.

Social Perception

Popular Streetwear Choice, Loyal Customer Base, Trendy & Fashion-Forward, Recognizable Branding

Copy Examples

• •MERCIER: Level Up Your Street Game. New Drops In.
• •Own the City. Our latest tracksuit brings max comfort, zero compromise. Signature MERCIER badges. Built for the bold.
• •Fresh fits just landed. Cop the new [Product Name] and make your statement. Don't blend in. #MercierUK #StreetwearKing
• •MERCIER EST. 2017. Confidence Woven In. Shop Now.
• •Inside: Your Next Streetwear Obsession from MERCIER.