Brand Tone

Confident & Passionate, Customer-Centric & Approachable, Aspirational & Stylish, Transparent & Honest, Emphasis on Longevity & Connection

Brand Values

• •Craftsmanship & Quality
• •Customization & Personalization
• •Fair Pricing & Value
• •Customer Satisfaction
• •Individuality & Self-Expression
• •Inclusivity
• •Durability & Longevity

Best Practices

• •Emphasize Craftsmanship and Quality Materials: Consistently highlight the handmade nature of the jackets, the skill of the artisans, and the premium materials used (e.g., "full-grain leather," "YKK zippers," "handmade precision").
• •Focus on Personalization and Self-Expression: Frame the products not just as apparel but as a means for customers to express their individuality. Use phrases like "your unique style," "tell your story," "made for you."
• •Maintain a Confident and Passionate Voice: Speak with authority about leather, craftsmanship, and style, conveying genuine enthusiasm for the products and the process.
• •Be Transparent About Value: Clearly communicate the benefits of the direct-to-consumer model – high quality at a fair price – without denigrating competitors, but by highlighting the smart choice.
• •Incorporate Storytelling and Emotional Connection: Use language that evokes the feeling of wearing a quality leather jacket – the confidence, the timeless appeal, the idea of a long-lasting companion (as in the #HangOnToIt campaign). When featuring customer stories or UGC, let their authentic voice shine while framing it within the brand's values.

Social Perception

Positive: Generally, customers appreciate the ability to get custom-fitted leather jackets at a relatively affordable price. The quality is often seen as good for the price paid. Many reviews highlight successful custom orders and satisfaction with the final product. Value Proposition: The Jacket Maker is perceived as bridging a gap between overpriced luxury brands and low-quality fast fashion. Customization as a Key Differentiator: The made-to-measure and bespoke design options are highly valued and frequently mentioned as a reason for choosing the brand. Legitimacy: The brand is considered reputable, with a strong online presence and features in notable publications.

Copy Examples

• •Headline: Your Story. Your Jacket. Crafted by Us. Body: Don't just wear a jacket; wear your statement. At The Jacket Maker, we bring your vision to life with handcrafted leather, tailored to your exact measurements and unique style. Experience the difference of true bespoke.
• •Headline: Quality Leather, Honest Prices. No Middlemen, Just Master Craftsmanship. Body: We believe exceptional leather jackets shouldn't cost a fortune. By selling directly to you, we pour all the value into the materials and artistry, delivering premium, full-grain leather outerwear you'll cherish for years.
• •Headline: Beyond the Rack: Discover the Perfect Fit, Designed by You. Body: Tired of "almost right"? Our design consultants are here to help you create a 100% custom jacket, from lapel style to leather finish. Express yourself with a piece that’s as unique as you are.
• •Headline: #HangOnToIt: More Than a Jacket, It's a Companion for Life. Body: We build our jackets to last, using the finest materials and timeless designs. Like a great friendship, a great leather jacket only gets better with time. Invest in quality that endures.
• •Headline: The Art of Leather, Perfected for You. Body: From the first sketch to the final stitch, our artisans dedicate themselves to creating your perfect jacket. Experience the unparalleled feel of full-grain leather, handcrafted with precision and passion.