Brand Tone

welcoming, passionate, and expert

Brand Values

• •Tradition and Family
• •Quality and "Made in Italy"
• •Personalized Service
• •Duality and Versatility
• •Inclusivity

Best Practices

• •Always be clear about which style profile (Civico 29 or Civico 45) the communication is targeting. Use distinct language for each—e.g., "timeless," "elegant," "refined" for classic, and "bold," "trendy," "daring" for contemporary.
• •Regularly incorporate the brand's heritage into the narrative. Mentioning the family history, Bernardetta's personal involvement, and the store's roots in Magione reinforces authenticity and builds trust.
• •Consistently feature the "Made in Italy" aspect and mention the specific brands you carry. This reinforces the core value of quality and craftsmanship and appeals to customers seeking authentic Italian fashion.
• •Write as if you are speaking directly to a valued client. Use "you" and "we," ask questions, and adopt the warm, advisory tone of a personal stylist. Bernardetta's voice on TikTok is a great example to replicate across platforms.
• •Use copy that emphasizes the brand’s philosophy that fashion is fleeting, but style is eternal. This positions Perugini Abbigliamento not just as a retailer, but as a long-term partner in building a client's personal style.

Social Perception

The public perception of Perugini Abbigliamento appears to be that of a trusted, family-owned local institution with a strong sense of style and community. Their long history in Magione suggests a loyal customer base. The active and personal presence of the owner, Bernardetta, on social media, especially TikTok, likely fosters a positive and relatable image. By openly addressing issues like negative online comments, they project transparency and a commitment to customer satisfaction. They are perceived as curators of Italian fashion, offering a selection that is both timeless and on-trend.

Copy Examples

• •The Art of Timeless Italian Style. Discover our new collection at Civico 29, where elegance is a language and quality is a promise. Each piece, crafted in Italy, is chosen to tell a story of refined simplicity and enduring style. Because true fashion doesn't shout; it whispers confidence. Find your forever piece with us.
• •Dare to Be You. The latest trends have landed at Civico 45! This season is all about bold choices and clean lines. We've selected the most exciting Made in Italy pieces for those who aren't afraid to stand out. It’s time to play, to change, to discover. Your next favorite outfit is waiting.
• •From Our Family to Your Wardrobe, Since the 1970s. Perugini Abbigliamento is more than a store; it's a story. Born from a family's passion and woven into the heart of Magione, our tradition is to offer personalized style and celebrate Italian craftsmanship. With two unique stores, we honor both timeless elegance and the thrill of the new. Let us help you tell your style story.
• •The Moment Is Now. The Style Is Forever. Our seasonal sale has begun. This is your chance to invest in that piece you've been dreaming of—at a price you'll love. Discover discounted gems that are anything but ordinary. Seize the moment and elevate your style.
• •Your Style, Your Voice. Bernardetta here! I just unpacked a new shipment from Vicolo and I'm obsessed! Which piece are you most excited to see styled? A) The floral dress or B) The tailored blazer? Drop your vote in the comments! Can't wait to create some looks with you. #MadeInItaly #StyleInspo