Brand Tone

Sophisticated & Elegant, Confident & Authoritative, Passionate & Detail-Oriented, Modern & Innovative (while respecting tradition), Approachable Luxury

Brand Values

• •Superior Craftsmanship
• •Quality
• •Heritage & Authenticity
• •Integrity
• •Innovation & Performance
• •Passion
• •Timeless Style (with a contemporary edge)

Best Practices

• •Emphasize Heritage and Craftsmanship: Always weave in the brand's long history (since 1923) and dedication to meticulous, often hand-tailored, construction. Use terms like "artisan," "master tailor," "meticulous detail."
• •Highlight Fabric Quality and Sourcing: Consistently mention the use of premium, often European (specifically Italian), fabrics like fine wools, cashmere, silk, and linen, and innovative performance weaves.
• •Balance Tradition with Modernity: While respecting the classic roots, subtly introduce elements of modern styling, innovation (e.g., "Ice Technology," performance fabrics), and relevance to contemporary lifestyles.
• •Maintain a Sophisticated and Confident Voice: Use elegant and precise language. Avoid overly casual slang or overly aggressive sales tactics. The tone should reflect the luxury status and expertise of the brand.
• •Focus on the Discerning Customer: Address an audience that values quality, authenticity, integrity, and timeless style. Speak to their desire for garments that are not just fashionable but are also an investment in enduring quality and personal expression.

Social Perception

High-Quality & Luxurious, Excellent Craftsmanship & Durability, Good Value (especially at sale prices), Traditional yet Modernizing, Respected & Reputable, Canadian Made Excellence

Copy Examples

• •Headline: Samuelsohn: Generations of Craftsmanship, Tailored for Today. Body: Since 1923, our passion for meticulous detail and the world's finest fabrics has defined Samuelsohn. Experience the enduring quality of Canadian-made luxury, designed for the modern man who demands both style and substance.
• •Headline: Beyond the Suit: The Samuelsohn Standard. Body: It's more than just a garment; it's a commitment to unparalleled craftsmanship. Our fully canvassed suits, crafted from exquisite European textiles, offer a flawless fit and timeless elegance that speaks volumes. Discover the Samuelsohn difference.
• •Headline: Innovating Tradition. The Art of Performance Luxury. Body: At Samuelsohn, we weave nearly a century of tailoring heritage with cutting-edge fabric technology. The result? Menswear that not only looks impeccable but moves with you, empowering your every endeavor with confidence and comfort.
• •Headline: Your Signature Style, Masterfully Crafted. Body: From the selection of luxurious Italian wools to the final hand-stitch, your Samuelsohn made-to-measure garment is an expression of your individuality. Partner with our artisans to create a piece that is uniquely yours.
• •Headline: The Discerning Choice for Enduring Elegance. Body: For the man who recognizes true quality and appreciates authentic craftsmanship. Samuelsohn offers a sophisticated wardrobe built on integrity and a passion for the finest menswear. Elevate your presence.