Brand Tone

Friendly, Professional, and Service-Oriented

Brand Values

• •Quality and Authenticity
• •Customer Service Excellence
• •Value Proposition
• •Community and Heritage

Best Practices

• •Prioritize Professionalism and Helpfulness: The brand's strength lies in its service. All copy should be clear, friendly, and focused on assisting the customer, from product descriptions to social media replies.
• •Lean into Brand Heritage: Mentioning the 2003 founding and physical store in Conwy adds credibility and a sense of establishment. This story reinforces trustworthiness.
• •Emphasize Authenticity and Quality: Consistently use phrases like "Official Stockist," "Guaranteed Authentic," and "Quality Brands" to reassure customers about the premium nature of the products.
• •Use a Direct and Uncomplicated Voice: Avoid jargon, slang, or overly complex language. The copy should be as clean and accessible as the website layout. The goal is to make the shopping experience smooth and straightforward.
• •Let the Brands Speak for Themselves: Since the store stocks well-known brands, the copy should confidently present them. Use the brand names prominently and focus on the specific features and styles of their collections, positioning Smart Ass Menswear as the expert curator.

Social Perception

The public perceives Smart Ass Menswear as a high-quality, trustworthy, and reliable retailer of designer menswear. The friendly and personal customer service is a significant differentiator and a key reason for its positive reputation. The brand is seen as a dependable place to buy authentic, well-known labels. The 'smart ass' name does not appear to negatively impact this perception; instead, the positive experience seems to create a loyal following that understands the quality behind the quirky name.

Copy Examples

• •Timeless style, built to last. The new Autumn/Winter collection from Barbour International has arrived. Discover jackets and layers designed for any adventure, online and in-store now. #BarbourInternational #Menswear #NewArrivals
• •Sharp style, sorted. From classic polos to contemporary prints, find your perfect fit with our extensive Original Penguin collection. As official stockists, we guarantee 100% authenticity. Shop smart. Shop with us.
• •Curated Designer Menswear. We bring together the best from brands like Ted Baker, Guide London, and Farah, all backed by our commitment to great service and fair prices. Experience the difference.
• •Don't miss out on smart style. Our end-of-season sale is on, with up to 40% off selected designer brands. Quality menswear at prices you'll love. Your new favorite shirt is waiting.
• •Have a question about sizing or style? Our team is here to help! Drop us a DM or call our Conwy store for personalized advice. We're passionate about helping you look your best.