Brand Tone

Conscious & Thoughtful, Authentic & Genuine, Curated & Discerning, Understated & Appreciative, Nostalgic & Story-driven

Brand Values

• •Sustainability
• •Uniqueness & Individuality
• •Quality
• •Conscious Consumerism
• •Storytelling & Heritage

Best Practices

• •Develop a Simple Brand Voice Guide: Internally document key tone words (e.g., conscious, authentic, curated, thoughtful, nostalgic) and provide examples of "say this, not that" to ensure anyone writing copy understands the nuances.
• •Prioritize Storytelling: For product descriptions and other content, focus on the unique history, origin (if known), or character of the item. Go beyond just listing features; evoke a sense of its past and potential future.
• •Weave in Sustainability Naturally: Instead of just stating "sustainable," explain *how* it's sustainable (e.g., "giving garments a second life," "reducing fashion waste," "choosing pieces built to last"). This makes the value more tangible.
• •Use Authentic and Evocative Language: Avoid overly trendy slang or corporate jargon. Opt for descriptive, honest, and slightly poetic language that reflects the nature of vintage items. Words like "cherished," "preserved," "timeless," "unique narrative" can be effective.
• •Review and Refine Consistently: Regularly audit website copy, product descriptions, and any external communications to ensure they still align with the defined tone and values. Ensure new copy aligns with existing successful examples.

Social Perception

Customers who find Merge are probably seeking out vintage and sustainable options, so they would likely perceive the brand positively as aligning with their values. The perception is likely that of a niche, specialist retailer offering unique finds for a discerning customer base interested in sustainable fashion and individual expression. It's probably seen as a more personal, less corporate alternative to larger clothing retailers. The lack of a strong social media presence means that broader public perception is minimal; it’s a brand one discovers rather than one that is widely broadcasted.

Copy Examples

• •More than just clothing, Merge is a conscious choice. Discover our curated collection of vintage and pre-loved pieces, each with a unique story, waiting for its next chapter with you. Embrace sustainable style that’s truly your own.
• •A whisper from the 70s, this hand-picked floral maxi dress carries the charm of a bygone era. Beautifully preserved and ready for new memories, it’s a testament to timeless design and the enduring appeal of slow fashion. Make it part of your story.
• •Why vintage? Because every pre-loved garment means one less new one needed. It’s about quality that lasts, style that’s unique, and making a kinder choice for our planet. Explore conscious fashion at Merge. #SustainableStyle #VintageLove #ConsciousConsumer
• •New Arrivals: Timeless Treasures & Sustainable Finds at Merge
• •Merge: Curated Vintage. Conscious Style. Lasting Stories.