Brand Tone

aspirational, confident, and stylish, with an undercurrent of approachable sophistication

Brand Values

• •Individuality & Expressive Style: Encouraging customers to dress for themselves and express their unique personality.
• •Enduring Design & Timelessness: Creating pieces that transcend trends, with a nod to vintage sentimentality balanced by modernity.
• •Quality & Intentional Craftsmanship: Designing purposeful clothing meant to be lived in and loved.
• •Confidence: Instilling confidence in the wearer through their clothing.
• •Conscious Design: Championing creativity and ethical production, including the use of natural fibers, though they state they choose progress over perfection.
• •Authenticity: Rooted in authenticity and driven by creativity.

Best Practices

• •Embrace Expressive & Confident Language: Use words that evoke individuality, confidence, and a sense of enduring style. Highlight the unique, statement-making quality of the pieces.
• •Balance Vintage Sentimentality with Modernity: Weave in nostalgic elements or references to timeless design while ensuring the overall feel is contemporary and fresh.
• •Focus on Intentionality and Quality: Emphasize that pieces are designed with intention, crafted to be lived in and loved, and made from quality (and where applicable, consciously sourced) materials.
• •Speak to the "S&S Girl": While not explicitly defined in the provided info, create a persona of the Scarlet & Sam customer (confident, stylish, individualistic, appreciates quality and timeless design) and write directly to her. The "S&S Girl Diaries" on their blog suggests this is already a concept.
• •Maintain Authenticity Across Platforms: While the level of formality can shift (e.g., more casual on TikTok), the core message of expressive, authentic, and quality design should remain consistent. Avoid jargon or overly trendy slang that doesn't align with the sophisticated yet approachable core.

Social Perception

Customers generally perceive Scarlet & Sam as a brand offering high-quality, stylish, and unique fashion pieces. There's an appreciation for their aesthetic, which blends vintage inspiration with contemporary comfort. Some TikTok videos and comments suggest a loyal customer base that values the brand's designs enough to consider them an investment. The price point is acknowledged, with some customers saving up for purchases, indicating a perception of the brand as a premium or considered purchase. The brand's pop-up events and warehouse sales also generate excitement among their followers.

Copy Examples

• •Instagram Post (New Collection): Define your own classics. Our latest collection marries timeless silhouettes with a modern verve, crafted for the woman who writes her own style story. Discover pieces designed to be cherished, season after season. #ScarletAndSam #EnduringStyle #ExpressiveFashion
• •Product Description (Website - for a statement jacket): More than just a jacket, it's an attitude. The [Product Name] Bomber offers an enduring edge with its reimagined vintage cut and consciously sourced materials. Designed with intention, for effortless ease and unmistakable confidence. This is your new everyday icon.
• •TikTok Video Caption (Styling Video): 3 ways to style our Signature Scrunched Tee ✨ From brunch to boardroom, this isn't just a top, it's your canvas. Which look is your fave? #ScarletAndSam #StyleHacks #CapsuleWardrobe #VintageModern
• •Email Newsletter Subject: Be Unmistakably You: New Arrivals from Scarlet & Sam Inside. Email Body Snippet: At Scarlet & Sam, we believe style is a language. Our new arrivals speak of bold individuality and the quiet confidence that comes from truly loving what you wear. Explore pieces that nod to the past yet feel perfectly now.
• •Facebook Ad (Brand Awareness): Tired of fleeting trends? Scarlet & Sam crafts statement pieces with enduring edge and effortless ease. Discover Australian-designed fashion that celebrates your individuality and the joy of dressing for yourself. Shop timeless style, made to be lived in and loved. Explore more at scarletandsam.com.