Brand Tone

Sophisticated & Luxurious, Trustworthy & Authentic, Passionate & Curated, Ethical & Conscious, Aspirational & Exclusive (yet Accessible), Engaging & Community-Focused

Brand Values

• •Authenticity: Ensuring and promoting the genuineness of designer items is paramount.
• •Luxury & Quality: Focusing on high-end brands, iconic pieces, and archival vintage signifies a commitment to quality and luxury.
• •Sustainability & Circular Fashion: Promoting pre-loved items as an ethical and sustainable way to consume fashion. The use of recyclable/biodegradable materials supports this.
• •Curation & Uniqueness: Offering a handpicked, unique selection that allows customers to 'create looks that are truly one of a kind'.
• •Customer Experience: Aiming for a 'luxury online retail experience,' good communication, and attention to detail in packaging.
• •Passion for Fashion: A genuine love for designer and vintage pieces, evident in their content.

Best Practices

• •Prioritise Authenticity & Transparency: Always be upfront about the pre-loved nature and condition of items. Use clear, honest language. This builds trust, which is critical.
• •Infuse Passion & Storytelling: Don't just list features; tell the story behind unique pieces where possible. Convey the excitement of finding and curating these items. Use evocative language that speaks to the history and desirability of the pieces.
• •Emphasise Luxury & Quality: Use sophisticated vocabulary that reflects the high-end nature of the products. Highlight craftsmanship, designer legacy, and the enduring quality of the items.
• •Champion Sustainability: Consistently weave in the message of circular fashion and conscious consumption. Highlight the ethical sourcing and eco-friendly practices of the brand.
• •Maintain a Professional yet Approachable Demeanor: While luxurious, the tone should still be welcoming. Respond to inquiries promptly and courteously. Use engaging language on social media, but ensure all communications remain polished and reflect the brand's high standards. Regularly review all public-facing text to ensure it aligns with these core principles.

Social Perception

Positive Customer Service, Quality of Items, Trust in Authenticity, Appreciation for Curation, Engagement

Copy Examples

• •Instagram Post (Showcasing a vintage Chanel bag): Timeless. Authentic. Yours. ✨ Discover the enduring allure of vintage Chanel with this meticulously authenticated classic. More than a bag, it's a piece of fashion history, waiting for its next chapter. Explore the collection at premode.com.au – where luxury is reimagined. #VintageChanel #LuxuryConsignment #SustainableStyle #Premode
• •Website Banner (Promoting new arrivals): ICONIC FINDS, ETHICALLY SOURCED. ✨ Step into Premode’s latest curation of archival vintage and coveted designer pieces. Authenticity guaranteed. Luxury redefined. Shop the drop now and embrace conscious style. [Link to New Arrivals]
• •TikTok Video Caption (Showcasing a rare designer dress): Found! 💖 This incredible [Designer Name] runway gem from [Year/Collection] just landed at Premode! The thrill of the hunt is real, and sharing these unique pieces with you is our greatest joy. Ready to make it yours? Tap the link in bio before it’s gone! #VintageDesigner #RareFashion #LuxuryResale #PremodeFinds #SustainableLuxury
• •Email Newsletter Snippet (Highlighting consignment services): Rehome Your Luxury. Reimagine Its Journey. Your cherished designer pieces deserve a new admirer. At Premode, we offer a trusted, personalised consignment experience for exceptional archival vintage and contemporary luxury. Let us connect your collection with those who appreciate its enduring value. Enquire about consigning with us today.
• •Product Description (For a designer item): A testament to [Designer Name]'s visionary craftsmanship, this [Item Name] from the esteemed [Year/Collection, if known] is a collector's dream. Meticulously authenticated and presented in [Condition Description], it offers a unique opportunity to own a piece of sustainable luxury. Ethically sourced and ready to elevate your wardrobe. Composition: [Material]. Dimensions: [Details]. Condition: [Detailed Condition Notes].