Brand Tone

Confident and Expert, Customer-centric and Empowering, Quality-conscious and Value-driven, Inspirational and Relatable, Accessible Luxury

Brand Values

• •Quality Craftsmanship
• •Customization and Personalization
• •Affordability and Fair Pricing
• •Customer Satisfaction
• •Inclusivity
• •Durability and Longevity
• •Self-Expression and Individuality
• •Sustainability

Best Practices

• •Emphasize Personalization and Empowerment: Always highlight customization options and how they empower customers to express their individuality. Use words like 'your,' 'unique,' 'custom,' 'tailored to you,' 'express.'
• •Balance Quality with Value: Clearly communicate the premium nature of materials and craftsmanship while reinforcing the fair pricing achieved through the direct-to-consumer model. Avoid language that sounds cheap, but ensure accessibility is evident.
• •Speak with Confident Expertise: Write with authority on leather, fit, and style. Offer guidance and showcase expertise in a helpful, not condescending, manner to build trust, especially for the custom process.
• •Tell the Craftsmanship Story: Briefly allude to the handmade nature, the skill of the artisans, and the attention to detail in each piece. This justifies the value and differentiates the brand from mass-produced alternatives.
• •Focus on Timelessness and Durability: Position jackets as long-term investments rather than fleeting trends. Highlight enduring style and quality that lasts, appealing to consumers seeking sustainable choices over fast fashion.

Social Perception

Generally positive perception as a go-to brand for affordable, customizable, and good-quality leather jackets. Recognition of the direct-to-consumer model. Some concerns exist regarding workmanship inconsistencies, sizing issues, and customer service during disputes.

Copy Examples

• •Headline: Your Style. Your Story. Your Jacket. Body: Don't just wear a jacket; wear a statement. At The Jacket Maker, we craft premium leather outerwear that’s as unique as you are. Choose your design, your fit, your details, and let our artisans bring your vision to life. Exceptional quality, fairly priced. Express yourself.
• •Headline: Beyond Fast Fashion: Invest in Timeless Quality. Body: Tired of trends that fade? Our jackets are handcrafted from the finest full-grain leather, designed to last and get better with every wear. Experience the difference of true craftsmanship and enduring style, without the luxury markup.
• •Headline: The Perfect Fit is No Longer a Search. It's a Creation. Body: Off-the-rack is off the table. With The Jacket Maker's made-to-measure service, your ideal leather jacket is built to your exact specifications. Confidence looks good on you. Create yours today.
• •Headline: Luxury Leather, Made Accessible. Body: We believe everyone deserves the feel of a perfect leather jacket. By cutting out the middleman, we deliver handcrafted quality and timeless designs directly to you, at a price that makes sense.
• •Headline: More Than a Jacket. It’s a Companion for Life. Body: Like a trusted friend, a great leather jacket shares your journey, collecting memories along the way. Our #HangOnToIt philosophy means we build jackets not just for seasons, but for a lifetime of experiences. What stories will yours tell?