Brand Tone

Luxurious and Aspirational

Brand Values

• •Quality and Craftsmanship
• •Luxury and Exclusivity
• •Style and Fashion Leadership
• •Customer Satisfaction and Service
• •Heritage and Experience
• •Sustainability

Best Practices

• •Use Elevated Vocabulary: Employ words that evoke luxury, quality, exclusivity, and sophistication (e.g., "opulent," "curated," "artisanal," "premier," "refined," "bespoke").
• •Focus on Exclusivity and Craftsmanship: Highlight designer names, unique materials, attention to detail, and the heritage of the brands you carry and your own.
• •Speak to Aspirations: Frame products not just by their features but by the lifestyle and experiences they enable—glamorous ski trips, elegant evenings, standing out with distinctive style.
• •Maintain a Confident and Authoritative Voice: Reflect your decades of experience and expertise in luxury furs and skiwear. Offer advice and insights as a trusted expert.
• •Ensure Visual and Textual Harmony: The sophisticated and polished tone of the copy must be consistently matched by high-quality, aspirational imagery across all platforms, as seen on their Instagram and website.

Social Perception

ML Furs is generally perceived as a high-end retailer specializing in luxury fur and ski apparel. Customers and media associate them with high-quality merchandise, designer brands, and expertise in the fur and luxury outerwear market. They are seen as a reputable, long-standing business. Testimonials frequently praise the personalized customer service.

Copy Examples

• •Headline: Elevate Your Winter: Discover Unrivaled Luxury On and Off the Slopes. Body: At ML Furs, we curate the world's finest designer skiwear and opulent furs, ensuring every moment is enveloped in sophistication and style. Experience the pinnacle of craftsmanship and timeless design.
• •Headline: Beyond Warmth, Beyond Trend: The Art of Enduring Style. Body: For decades, ML Furs has been synonymous with exceptional quality and fashion-forward elegance. Our expertly selected collections from iconic designers like Bogner and Kjus, alongside our signature EM-EL furs, offer more than just apparel—they offer a statement.
• •Headline: Your Signature Winter Look Awaits. Body: From the pristine slopes to the most exclusive après-ski engagements, define your presence with ML Furs. Our heritage in luxury outerwear ensures you’ll find pieces that are as unique and discerning as you are.
• •Headline: The Connoisseur's Choice for Fur and Ski. Body: Indulge in a legacy of luxury. ML Furs brings you unparalleled expertise and a curated selection of the most coveted fur and ski apparel. Each piece is chosen for its exceptional quality, innovative design, and enduring appeal.
• •Headline: Invest in Timeless Elegance. Protect Your Legacy. Body: Discover breathtaking fur coats and high-performance skiwear designed to last. And with our expert care services, including professional storage and conditioning, your cherished garments will maintain their beauty for seasons to come.