Brand Tone

Sophisticated, minimalist, artistic, refined, and confident. It is direct and informative, focusing on craftsmanship, design, and quality, conveying timeless elegance and intellectual fashion.

Brand Values

• •Curated Quality
• •Timelessness
• •Modern Elegance
• •Artistic Expression

Best Practices

• •Emphasize Craftsmanship and Longevity: Always highlight the quality of the materials and the skill involved in making the garments. Use phrases like "investment piece," "timeless design," and "crafted to last."
• •Maintain a Sophisticated Vocabulary: Use precise and evocative language. Words like "architectural," "sculptural," "intellectual," "subtle," and "refined" align well with the brand's tone. Avoid overly casual language, emojis, and clichés.
• •Educate the Customer: Frame product descriptions and posts not just as sales pitches, but as opportunities to educate the customer about the designer's vision, the fabric's origin, or the unique construction of the piece. This reinforces the brand's position as a knowledgeable curator.
• •Adopt a 'Less is More' Visual and Textual Approach: Keep copy concise and impactful. Let the high-quality imagery speak for itself. The tone should be confident and understated, not loud or pushy.
• •Tell the Story of the Designers: Regularly feature the designers and brands you carry. Sharing their story, philosophy, and creative process adds depth and value to the products, aligning with the brand's artistic and curated identity.

Social Perception

A niche, high-end retailer for fashion connoisseurs, seen as a trustworthy source for exclusive and high-quality Japanese designer wear. It is perceived as credible and prestigious, a place to discover unique, investment-worthy pieces for a mature, fashion-forward audience with significant disposable income who values exclusivity.

Copy Examples

• •The art of subtlety. Our latest knit piece from NAKAGAMI is a testament to timeless design and meticulous craftsmanship. A garment not just for this winter, but for the decade to come. Discover the collection online. #NakagamiOfficial #TimelessKnitwear #JapaneseDesign
• •PHOTOCOPIEU: Where form meets soul. Explore a collection that redefines feminine silhouettes with intellectual grace and powerful subtlety. Now available at NAKAGAMI ONLINE SHOP.
• •Subject: Curated for the Connoisseur: New Arrivals from AKIRANAKA & soduk. Body Snippet: This week, we invite you to explore the latest expressions of modern elegance. Discover the vibrant textures of AKIRANAKA and the deconstructed classics from soduk—pieces chosen for their unique voice and enduring quality.
• •An interplay of logic and creativity, this EZUMi skirt is crafted for the discerning eye. The signature pleated structure offers a dynamic sense of movement, while the high-quality fabric ensures it remains a cornerstone of your wardrobe for years. A piece that is both an artwork and a wearable classic.
• •The beauty is in the details. LEINWÄNDE: Unconventional yet timeless. Invest in pieces that tell a story. #Leinwande #SlowFashion #Nakagami