Brand Tone

Confident, Aspirational, and Chic. The language evokes glamour, power, and Italian elegance, remaining accessible and encouraging.

Brand Values

• •Feminine Empowerment
• •Italian Style & Quality
• •Personalized Service
• •Community Building

Best Practices

• •Always frame the narrative around the customer, using empowering and inclusive language that speaks directly to her ambitions and style aspirations.
• •Consistently reference the brand’s Neapolitan roots and 'Made in Italy' quality to emphasize authenticity and a sense of place.
• •Use elegant, evocative language to describe the fashion, but pair it with clear, simple calls-to-action.
• •Regularly feature the Personal Shopper service in marketing copy, framing it as a core part of the brand's value of providing personalized, expert-led style guidance.
• •In social media captions, tell micro-stories by creating a scene or a feeling, moving beyond simple product descriptions to evoke emotion.

Social Perception

The public perception is that Mitica is a purveyor of beautiful, high-quality Italian fashion with a strong service component, although there was one instance of negative in-store service feedback.

Copy Examples

• •Power, tailored. Our new collection of suits is designed for the woman who leads, inspires, and builds her own legend. Discover the new definition of Naples chic. #MiticaDonna #ItalianStyle
• •Your signature style is waiting. Let our expert Personal Shoppers curate looks that are uniquely you. Book your complimentary consultation today and transform your wardrobe.
• •More than just clothes. It's a feeling. It's the confidence to walk into any room and own it. That's the Mitica experience. #MiticaDonnaNapoli
• •Ready for a style upgrade? Find your next legendary look and enjoy complimentary shipping on all orders over €149. The best of Italian fashion, delivered to your door.
• •For the woman who is her own muse. Style that is as unforgettable as you are. Wear your story. #BeMitica