Brand Tone

Approachable, passionate, and purpose-driven, using inclusive and friendly language to convey a deep commitment to vintage and sustainability. The tone is personal, heartfelt, and educational, aiming to inspire conscious choices against fast fashion.

Brand Values

• •Sustainability
• •Individuality and Uniqueness
• •Accessibility
• •Quality and Curation
• •Community

Best Practices

• •Always connect your messaging back to the core values of sustainability and individuality; the "why" behind the brand should be present.
• •Speak directly to your audience using "you" and "us" to foster community, creating an inclusive and welcoming conversation.
• •Weave in facts about the impact of fast fashion and benefits of second-hand shopping gently, empowering customers without being preachy.
• •Use descriptive and evocative language to highlight the uniqueness of items, emphasizing their history, quality, and story.
• •Maintain a passionate and positive tone, focusing on the joy of discovery, the beauty of vintage, and the positive impact of conscious choices.

Social Perception

Perceived as a valued local business and key destination for second-hand shopping in Oldenburg, prettydifferent.de is seen as a significant player in the local sustainable fashion scene. The clear anti-fast fashion stance resonates with conscious consumers, leading to a perception of authenticity and being mission-driven rather than just a retail store.

Copy Examples

• •Some stories are meant to be retold. This timeless Prada piece just landed in our collection, waiting for its next chapter with you. Choose second-hand, not second-best. #PrettyDifferent #VintagePrada #Oldenburg #SustainableFashion
• •Headline: Tired of the same old trends? Body: At Pretty Different, your style is your own. We're Oldenburg's largest vintage and second-hand store, packed with unique pieces and designer gems that you won't find anywhere else. Ditch fast fashion and discover a more sustainable way to be you. Visit us on Gaststraße 6! #SupportLocal #VintageOldenburg #FashionRebellion
• •Headline: "Style that doesn’t cost the Earth." Sub-headline: "Discover curated vintage and designer second-hand fashion in the heart of Oldenburg. Join the movement against fast fashion."
• •This isn't just a piece of clothing. It's a choice. A choice for sustainability, for quality, and for a style that's uniquely yours. Thank you for making a difference by shopping second-hand.
• •Subject: "New treasures have arrived ✨ Ditch the mainstream." Body Snippet: "Hello vintage lover, this week we’ve curated a collection of one-of-a-kind pieces that are anything but ordinary. Be the first to see what’s new at Pretty Different..."