Brand Tone

Personal and Passionate, Elegant and Refined, Trustworthy and Professional

Brand Values

• •Passion
• •Quality and Curation
• •Personalized Service
• •Tradition and Family
• •Customer Happiness

Best Practices

• •Lead with the Personal Story: Always anchor the brand's narrative in Enrica's personal passion and the family's history. Use "I" and "we" to maintain a human, approachable voice.
• •Use Elegant and Evocative Language: Employ sophisticated but accessible words. Phrases like "curated collection," "timeless elegance," "enhance femininity," and "unforgettable style" align with the brand's refined positioning.
• •Highlight Expertise, Not Just Products: Frame communications around the service and expert advice offered. Instead of "We sell dresses," use "We help you discover the perfect dress that expresses your style."
• •Emphasize Quality and Longevity: Focus copy on the craftsmanship, materials, and timeless nature of the clothing. This appeals to a customer who values investment pieces over fast fashion.
• •Incorporate Customer Voices: Continue to leverage testimonials in marketing materials. Phrases like "Our clients say..." or featuring a "Customer Story of the Month" can reinforce the trust and positive perception the brand has already built.

Social Perception

Customers perceive the brand as a high-end boutique offering unique and original choices. The service, particularly from the owner Enrica, is seen as highly professional, skillful, and personal. The business is viewed as a trustworthy establishment that provides tailored advice, helping customers with all their needs with genuine passion. The lack of a broad social media footprint means this positive perception is likely spread through word-of-mouth rather than digital engagement.

Copy Examples

• •Elegance in Every Thread. Since 1957, a Family Passion for Style.
• •It started with a family's love for fashion. Today, Enrica continues that legacy, curating collections with the same passion and dedication to help every woman discover her unique shine. This isn't just a boutique; it's a dream realized.
• •More than a coat, this is a statement of timeless style. Crafted from the finest materials by Max Mara, it reflects our commitment to enduring quality over fleeting trends. A piece to cherish for years, chosen with the care and expertise that defines our family's tradition.
• •A Personal Invitation to Discover Our New Collection
• •For us, fashion is personal. It's the joy of finding that perfect piece that makes you glow. Let us help you find yours. #SapigniStyle #TimelessElegance #FamilyTradition