Brand Tone

empowering, modern, and lovingly unconventional

Brand Values

• •Modernizing Tradition
• •Individuality & Self-Expression
• •Quality & Conscious Production
• •Female-Led Creativity

Best Practices

• •Lead with "Why," Not Just "What": Every piece of copy should connect back to the brand's core values. Instead of just saying "New Dirndl available," frame it as "A new way to express your style through tradition." Focus on the feeling of empowerment and individuality the clothes provide.
• •Embrace the Founder's Story: Regularly mention Sabine Deml's vision and design background. This reinforces the brand's authenticity, design credibility, and the "female-led" value. Phrases like "From Sabine's sketchbook to your wardrobe..." make the brand personal.
• •Use a "High-Low" Language Mix: Combine elevated, elegant fashion language ("bespoke details," "elegant silhouette," "uniquely crafted") with confident, empowering, and slightly informal phrasing ("live your own style," "break the mold," "fashion that's fearless"). This mix reflects the blend of tradition and modernity.
• •Highlight Conscious Production: In product descriptions, social media posts, and the "About" section, consistently mention the "small series," "select partners," and "durable fashion" aspects. This is a key differentiator in today's market and justifies the premium positioning.
• •Engage with a Personal, Confident Tone: When responding to comments and messages on social media, be warm, personal, and confident. Address customers by name, use positive emojis where appropriate, and answer questions with the authority of a passionate designer, not a large corporation. This builds a loyal community around the brand's values.

Social Perception

niche, designer-led label for high-quality, modern Tracht.

Copy Examples

• •Tradition isn’t about rules. It’s about stories. Our new [Dirndl Name] blends timeless elegance with a bold spirit—for the woman who writes her own narrative. Limited series, designed with love, made for you. #SheDoes #ModernTracht #DirndlLove #UniqueByDesign
• •**BREAK FROM TRADITION. BEAUTIFULLY.** Discover handcrafted Tracht, reimagined for the modern individual. This is your style, your story.
• •Your special day deserves a look as unique as your love story. Our bridal Tracht collection combines delicate details with unforgettable design, proving that tradition can be the most modern statement of all. Explore wedding looks that dare to be different.
• •More than just a skirt, it’s a centerpiece. The [Skirt Name] is designed for versatility—pair it with a classic blouse for an elegant event or a simple organic tee for a confident everyday look. Crafted in a small series from [Fabric Type], it’s fashion that’s both fair and fearless.
• •For Those Who Don't Do Mainstream...