Brand Tone

Luxurious, classic, focused on quality and warmth. Informative and somewhat technical when discussing materials and craftsmanship.

Brand Values

• •Quality Craftsmanship
• •Timeless Style
• •Warmth and Comfort
• •Durability
• •Accessibility (Price/Shipping)

Best Practices

• •Focus on Sensory Language: Use words that evoke the feel of soft shearling, the rich texture of leather, and the comforting warmth. Words like "plush," "supple," "cozy," "robust," and "luxurious" can be effective.
• •Highlight Craftsmanship and Heritage: Emphasize the manufacturing experience, quality of materials (e.g., "A-Grade hides," "genuine sheepskin"), and the timeless nature of the designs.
• •Maintain Professionalism and Transparency: Ensure all communications, especially regarding customer service, shipping, and returns, are clear, polite, and reflect the premium nature of the product. Address the current disconnect where product descriptions promise high quality but some customer experiences fall short.
• •Show, Don't Just Tell, with Visuals and Stories: Use high-quality imagery and videos on social media and the website that genuinely reflect the product's appearance and quality. Share customer stories (with permission) or "behind-the-scenes" glimpses of the crafting process if possible, to build trust.
• •Be Consistent Across All Channels: The luxurious, quality-focused tone should be evident on the website, in email marketing, social media posts, and any customer interactions. Avoid overly casual slang or a tone that cheapens the brand perception, especially given the price point and the nature of the product.

Social Perception

Divided. Positive: Customers who receive products matching their expectations appreciate the quality for the price, the aesthetic of the jackets, and their warmth. They see the brand as offering stylish, genuine leather products. Negative: A significant portion of customers express frustration with customer service, discrepancies between product photos and actual items, quality issues (smell, dye bleeding, poor construction), and the burdensome return process. This leads to perceptions of the brand being unreliable or even a scam for some.

Copy Examples

• •Embrace Enduring Warmth. Discover the timeless luxury of genuine shearling, crafted to accompany you through seasons and stories. #ShearlingLeather #TimelessStyle
• •Beyond a Jacket, It's an Investment. Our masterfully constructed leather pieces promise unparalleled quality and a style that never fades. Experience the difference. #LuxuryLeather #CraftedForLife
• •The Art of Shearling. Each stitch, each carefully selected hide, culminates in a garment that’s as unique as you are. Feel the exceptional. #ArtisanLeather #ShearlingComfort
• •From Arctic Winds to City Streets. Our shearling jackets offer superior insulation without compromising on sophisticated style. Conquer the cold with confidence. #WarmthAndStyle #ShearlingSeason
• •Own a Piece of Heritage. Inspired by classic aviator designs, redefined for modern adventures. Your journey, our leather. #AviatorStyle #LeatherHeritage