Brand Tone

Curated & Discerning, Cool & Understated, Authentic & In-the-Know, Minimalist & Direct, Slightly Edgy & Urban

Brand Values

• •Quality Craftsmanship
• •Curation & Discovery
• •Authenticity
• •Style & Aesthetics
• •Independence

Best Practices

• •Maintain Understated Confidence: Avoid hyperbole and overly enthusiastic language. The products and curation should largely speak for themselves. Use direct, declarative sentences.
• •Emphasize Curation and Exclusivity: Subtly remind the audience that items are handpicked and often from less mainstream or limited-run collections. Words like "selected," "curated," "limited," "exclusive edit" can be effective.
• •Use Clean and Minimal Language: Mirror the visual aesthetic. Keep copy concise, clear, and to the point. Avoid jargon where possible, unless it's terminology understood by the target niche (e.g., specific fabric names or construction techniques, if relevant).
• •Focus on Quality and Design Details: When describing products, briefly highlight unique design elements, materials, or the philosophy of the designer. This reinforces the value of the items beyond just aesthetics.
• •Visual-Copy Harmony: Ensure the copy always complements the imagery. If the image is minimalist and moody, the copy should echo that. If it's a detailed product shot, the copy can briefly point out key features. The Instagram approach of minimal text with impactful visuals is a good guide.

Social Perception

Specialist Retailer/Select Shop, Fashion-Forward, Trusted Source, Niche Appeal, Local Hub (Hiroshima)

Copy Examples

• •Subject: New Arrivals: [Brand Name] - Crafted for the Discerning. Body: Explore the latest from [Brand Name], where meticulous design meets urban utility. Limited pieces available. Discover the collection. #refstore #NewArrivals #[BrandName] #StreetwearCulture
• •Subject: The Edit: Handpicked Essentials for [Current Season]. Body: Our curated selection for [Season] focuses on timeless silhouettes and innovative textiles. Build a wardrobe that speaks volumes, quietly. Shop the edit at ref. #refnettv #CuratedFashion #MinimalStyle #IndependentDesign
• •Subject: Beyond the Label: The Ethos of [Designer/Brand Spotlighted]. Body: We delve into the vision behind [Designer/Brand Name] – a commitment to [mention a key value like authenticity, craftsmanship, or innovation]. Experience their world at ref. / Web Store. #refstoreStyle #DesignerSpotlight #AuthenticWear
• •Subject: Refined Utility. Discover [Product Type, e.g., Outerwear That Performs]. Body: Function meets form in our latest arrivals of [Product Type]. Engineered for the demands of the city, designed for individual expression. Explore now. #refHiroshima #UrbanEssentials #ContemporaryFashion
• •Subject: Curated. Considered. Collected. This is ref. Body: At ref., we believe in pieces with purpose and longevity. Discover a selection that transcends trends. Your style, defined. #refWebStore #SelectShop #StreetwearJapan