Brand Tone

personable, authentic, and encouraging

Brand Values

• •Sustainability and Circularity
• •Quality Curation
• •Authenticity and Personal Style
• •Community and Connection
• •Accessibility and Trust

Best Practices

• •Lead with the "Why": Always connect the products back to the core values. Instead of just "New blazer for sale," try "Your sustainable style upgrade: this beautiful pre-loved blazer just arrived." This reinforces the values of sustainability and quality.
• •Use a Personal and Direct Voice: Write as if you are speaking to a friend. Use "you" and "we" to create a direct connection. Incorporate questions to encourage engagement (e.g., "What would you pair this with?").
• •Highlight Curation and Quality: Consistently mention that items are "hand-picked," "quality-checked," or "carefully selected." This is a key differentiator and builds trust, justifying the brand's position against competitors.
• •Be an Encouraging Guide, Not a Trend Dictator: Frame fashion choices around personal expression and feeling good. Use encouraging and empowering language like "Wear your story," "Find what makes you shine," or "Rock your own style."
• •Maintain Authenticity Across Platforms: While the format may change (a short TikTok vs. a blog post), the core personality should not. Let the founder's authentic voice shine through, whether it’s a quick tip, a personal story, or a simple showcase of a beautiful piece of clothing.

Social Perception

The public perception of Second hand by things appears to be that of a trusted, high-quality, and friendly local business. The consignment model positions it as a valuable service for those looking to sell their clothes without the hassle of managing individual sales. The explicit quality check and curation are likely perceived as a major benefit, justifying the commission-based model and setting it apart from less controlled marketplaces. The personal involvement of the founder, Dominique, is a significant asset; she is perceived not just as a shop owner but as the relatable, passionate face of the brand. Her social media presence, including her cat mother persona on TikTok, adds a layer of authenticity and memorability that customers connect with. The charitable initiative to provide clothing packages for women in need further enhances the brand's positive social standing, portraying it as a business that cares about its community.

Copy Examples

• •This dress has stories to tell and is ready for its next chapter with you. We checked it for quality, so all you have to do is check it out. Wear what makes you happy! #PreLovedWithLove #SustainableStyle #SecondHandByThings
• •Style That’s Kind to Your Wallet & the Planet. Shop Guilt-Free with Curated, Quality Second-Hand Fashion. New Arrivals Daily.
• •Just for you? We just dropped 50+ new items!
• •Tired of fast fashion? At Second hand by things, we believe in style with soul. Every piece is hand-picked for quality and character. Sell your clothes with us or find your next favorite outfit. Visit our store in Cuijk or shop online—shipping and returns made easy!
• •A timeless blazer that means business (or pleasure). Meticulously inspected by our team, this piece is in excellent pre-loved condition, free of flaws. It’s not just a blazer; it’s a smart, sustainable addition to your forever wardrobe.