Brand Tone

Sophisticated, Curated, and Aspirational

Brand Values

• •Quality & Craftsmanship
• •Exclusivity & Curation
• •Customer Experience
• •Innovation & Progress
• •Sustainability & Environmental Responsibility
• •Contemporary Lifestyle

Best Practices

• •Develop a Brand Voice Guide: Create a comprehensive document detailing the brand's tone (e.g., sophisticated, elegant, modern), approved vocabulary (and words to avoid), sentence structure preferences, and a persona that represents the brand's communication style. This ensures everyone writing for the brand is aligned.
• •Use Elevated and Evocative Language: Employ a rich vocabulary that speaks to luxury, craftsmanship, exclusivity, and style. Focus on sensory details and the intrinsic value of the products rather than just functional descriptions. For example, instead of "nice dress," use "an exquisitely tailored dress in flowing silk georgette."
• •Maintain a Consistent Visual and Textual Aesthetic: Ensure that the copy complements the high-quality, often artistic imagery used on the website and social media. The language should feel as luxurious and curated as the products themselves.
• •Focus on Storytelling and Aspiration: Frame products within a narrative of a desirable lifestyle or artistic expression. Highlight the heritage of designers, the inspiration behind collections, or how a piece can empower the wearer. This connects with the aspirational nature of luxury consumers.
• •Train and Review: Ensure all copywriters and marketing team members are trained on the brand voice. Implement a review process for all external-facing copy to check for consistency and adherence to the established tone before publication.

Social Perception

Seen as a legitimate source for luxury fashion, offering a wide selection of high-end designer brands and current season items. Reputation is affected by customer service issues.

Copy Examples

• •Homepage Banner (New Arrivals): "Define Your Moment. Discover the latest arrivals from the world's most coveted designers, meticulously selected for the modern connoisseur. Shop Thecorner.com."
• •Product Description (e.g., a designer handbag): "An emblem of artisanal excellence and contemporary vision. This [Designer Name] bag is more than an accessory; it's a statement of discerning taste. Crafted from the finest [Material], its timeless silhouette and subtle detailing promise to elevate any ensemble. Experience enduring style with Thecorner.com."
• •Email Subject Line (Sale Promotion): "The Art of Acquisition: Coveted Designer Pieces Now on Sale at Thecorner.com."
• •Social Media Post (Instagram - showcasing a look): "Mastering the language of modern elegance. [Designer Name Jacket] paired with [Designer Name Trousers] offers a new narrative in sophisticated dressing. Explore the collection at Thecorner.com. #LuxuryFashion #DesignerStyle #TheCornerDotCom #CuratedLuxury"
• •About Us Snippet (highlighting curation): "At Thecorner.com, we believe fashion is an art form. Our mission is to bring you a thoughtfully curated universe of premier designer collections, where every piece tells a story of craftsmanship and innovative design. Journey with us into the heart of luxury."