Brand Tone

Approachable, passionate, community-centric, relatable, accessible, educational, and encouraging. Positioning itself as "vintage for the everyday girl."

Brand Values

• •Curation and Quality: Every item is thoughtfully hand-selected, emphasizing unmatched quality and expert selection.
• •Sustainability and Conscious Consumption: Promoting eco-conscious alternatives to fast fashion through vintage and secondhand clothing.
• •Personal Expression and Style: Empowering customers to incorporate unique vintage pieces into their daily wardrobes, encouraging personal style over fleeting trends.
• •Community and Local Connection: Building a strong community through online presence, pop-up events, and a physical storefront in Knoxville, fostering a sense of belonging.

Best Practices

• •Always Tell the Story: Whether it's the history of a garment or the passion behind the curation, weave a narrative. The value of Retrolocal isn't just the item itself but the story and care behind it.
• •Use "You-Centric" Language: Frame the copy around the customer. Instead of "We have," try "You'll find" or "For your..." This makes the message feel more personal and directly addresses the customer's desire for self-expression.
• •Highlight the Curation and Quality: Consistently use keywords like "hand-picked," "thoughtfully curated," "quality," and "timeless." This reinforces the brand's primary value proposition and justifies the customer's investment in a secondhand piece.
• •Embrace the "Everyday Girl" Persona: Keep the tone accessible, friendly, and encouraging. Avoid exclusive or overly technical fashion jargon. The copy should feel like a style-savvy friend giving great advice.
• •Foster Community and Local Pride: When applicable, mention the Knoxville location and local collaborations. Use language that builds a sense of belonging, referring to customers as a community of like-minded individuals who appreciate sustainable, personal style.

Social Perception

Overwhelmingly positive, with high customer ratings. Customers praise the quality, accuracy of descriptions, and unique curation. The personalized service, including handwritten notes and the Retrofitted Parcel, contributes significantly to satisfaction. Perceived as a "retro heaven" and a "special experience," fostering a strong emotional connection. The owner's talent in sourcing and styling builds immense trust and loyalty. The brand maintains an authentic and engaging online presence on Instagram and TikTok.

Copy Examples

• •This isn't just a dress; it's a story waiting for its next chapter. Hand-picked for its timeless charm and ready to become the piece you reach for again and again. For sunny days and spontaneous adventures. Shop our latest curated arrivals online and in-store. #VintageForTheEverydayGirl #CuratedVintage #SlowFashion
• •Want a wardrobe that's 100% you? Let us do the treasure hunting. The Retrofitted Personalized Parcel is your own vintage stylist in a box. Tell us your style, and we'll curate a collection of unique, quality pieces that feel like they were made for you—because they were picked for you. Start your style journey today.
• •Choose style that tells a story and is kind to the planet. Every piece at Retrolocal is a stand against fast fashion and a vote for quality that lasts. Thank you for being part of a community that values sustainability as much as style. Explore this week's conscious finds.
• •Your weekend outfit called, and it's asking for these unique finds! ✨ Come say hi at 717 Winona St. and discover locally sourced jewelry and hand-picked vintage bags that nobody else will have. Your new favorite accessory is waiting! #Knoxville #ShopLocalTN #VintageJewelry
• •Tired of the same old styles? At Retrolocal, we believe fashion should be fun, sustainable, and full of personality. We thoughtfully curate vintage clothing, from chic blazers to classic handbags, for the everyday girl. Discover pieces you'll love for years to come. Shop with us online or visit our Knoxville store!