Brand Tone

Personal and Approachable, Conscious and Thoughtful, Curated and Discerning, Understatedly Stylish and Chic, Appreciative of Craftsmanship/Design

Brand Values

• •Individuality/Uniqueness
• •Thoughtful Consumption
• •Quality and Design Focus
• •Customer Connection
• •Striving for Sustainability
• •Supporting Good Causes

Best Practices

• •Develop a "Brand Voice Chart": Clearly define your brand's personality traits (e.g., "Personal," "Conscious," "Curated") and then list "Do's" and "Don'ts" for language. For SW19 London, a "Do" would be "Use warm, inviting language"; a "Don't" would be "Use overly trendy slang or jargon."
• •Storytelling from the Founders: Continue to leverage Amanda and Nick's background and personal involvement. Share their design inspirations, the stories behind chosen designers, or their journey towards more sustainable practices. This reinforces the "Personal" and "Curated" aspects.
• •Emphasize Scarcity & Uniqueness (Authentically): When copy mentions limited stock due to not buying in bulk, frame it positively – "Each piece is specially selected and available for a limited time, ensuring your style remains distinct." This supports the "Curated" value.
• •Communicate Sustainability Efforts Transparently: Be honest about the journey, as they are on their "Features" page ("SW19London.com does not claim to be a sustainable brand...but we are trying to change"). Use copy to highlight specific sustainable fabrics (ECOVERO, organic cotton) or the value of vintage pieces. This builds trust and aligns with the "Conscious" tone.
• •Maintain a Consistent Visual and Textual Aesthetic: Ensure that the language used in product descriptions, emails, and any (future) social media posts reflects the "Understatedly Stylish," "Scandi chic," and "English country style" mentioned in their branding. The copy should feel as thoughtfully put together as their collections.

Social Perception

They likely appeal to customers seeking unique, non-mass-produced clothing and accessories. Customers may appreciate the blend of Scandinavian and English country aesthetics. The move towards sustainability, however tentative, could be a positive point for environmentally conscious shoppers. The personal touch from a small business run by a couple might be valued. There is a strong potential for brand confusion due to the Korean fragrance company using the same name and Wimbledon association. This could dilute brand recognition or lead to misdirected searches and inquiries.

Copy Examples

• •Headline: Discover Your Enduring Style. Not Just Today's Trend. Body: At SW19 London, we handpick timeless pieces from British, Danish, and French designers, offering you a curated collection that outlasts the fast fashion cycle. Find something truly special – it might not be here tomorrow.
• •Headline: Thoughtfully Chosen, Beautifully Worn. Body: We believe in fashion with a gentler footprint. Explore our selection of unique designs, featuring eco-conscious fabrics and vintage treasures, all wrapped with care in our signature brown paper packages.
• •Headline: From Our Hearts to Your Wardrobe. Body: As founders with a passion for design, we personally select every item at SW19 London. Discover clothing and accessories that tell a story, reflecting a blend of Scandi cool and relaxed English charm.
• •Headline: Beyond the High Street: Your Niche of Chic. Body: Tired of seeing the same styles everywhere? SW19 London brings you distinctive finds from talented designers, ensuring your look is as individual as you are. Embrace quality and conscious choices.
• •Headline: Style That Speaks Softly, But Says So Much. Body: Our collection embodies an understated elegance – perfect for the discerning individual. We're on a journey towards greater sustainability, offering pieces you can love for seasons to come.