Brand Tone

Supportive and Professional: encouraging, knowledgeable, expert yet approachable, community-oriented, clear, direct, focused on functional and aesthetic benefits.

Brand Values

• •Quality and Expertise
• •Community Focus
• •Customer-Centric Service
• •Functionality and Performance

Best Practices

• •Emphasize the "Second Skin" Feeling: Consistently use language that describes the comfort, fit, and freedom of movement the products provide. Use phrases like "moves with you," "unrestricted performance," and "like it was made for you."
• •Leverage Expertise and Authority: Remind customers of the shop's long history and curated selection. Use phrases like "expertly selected," "trusted by dancers since 1976," and "the best in dancewear" to build confidence.
• •Speak Directly to the Dancer's Needs: Use a supportive and knowledgeable tone that shows you understand the demands of dance. Address practical needs like durability, breathability, and support for long hours of practice.
• •Highlight Community and Local Roots: When appropriate, especially for local marketing, celebrate the connection to the Michigan dance scene. Feature local dancers, studios, and events to reinforce the brand's role as a community hub.
• •Maintain Visual and Tonal Consistency: Ensure all marketing materials—from social media posts to product descriptions—use high-quality, inspiring imagery and a consistent, professional, yet supportive voice. This builds a strong, recognizable brand identity.

Social Perception

Trusted Local Expert with Global Reach; highly reliable and essential resource for the dance community, a 'dancer's delight,' respected for long-standing presence and active community support. Praised for fast shipping and product condition.

Copy Examples

• •Elegance in motion. Introducing the new collection from Ballet Rosa, designed to feel like a second skin. Discover fabrics that breathe, stretch, and support you through every combination. Available in-store and online now. #SecondSkinShop #BalletRosa #NewArrivals #Dancewear
• •Your Dance Journey Starts Here. From your first plié to the professional stage, Second Skin Shop has been Marquette's trusted partner for over 45 years. We carry the brands you love with the expert service you deserve. Stop by our Third Street location and let us help you find the perfect fit! #ShopLocal #MichiganDancers #DanceCommunity
• •Feel the perfect blend of grace and support with the Wear Moi Azurine leotard. Crafted with innovative microfiber fabric, it moves with your body for a flawless, second-skin fit. The delicate lace detailing adds a touch of sophistication, while the superior moisture-wicking properties keep you comfortable from rehearsal to performance. Elevate your dance wardrobe with a piece that works as hard as you do.
• •✨ Feel the Difference: New Arrivals That Move With You
• •Studio-ready with #SecondSkinShop! Which look is your favorite? #DancewearHaul #DancerLife #Capezio #Bloch