Brand Tone

Curated & Sophisticated, Passionate & Knowledgeable, Approachable & Welcoming, Mindful & Enduring, Globally Inspired & Locally Connected

Brand Values

• •Quality Craftsmanship
• •Uniqueness & Individuality
• •Timelessness over Trends
• •Thoughtful Consumption & Slow Fashion
• •Customer Experience
• •Authenticity & Personal Connection
• •Inspiration through Travel & Culture

Best Practices

• •Emphasize Quality and Craftsmanship: Always highlight the superior materials, construction, or unique origin of the products. Use descriptive language that conveys lasting value rather than disposability.
• •Tell the Story: Share the narratives behind the brands and pieces – where they come from, the designer's inspiration, or the unique processes involved. This reinforces the curated and passionate aspects of the brand.
• •Speak to Individuality, Not Mass Trends: Frame products as tools for personal expression and enduring style, rather than just following the latest fad. Use phrases that empower the customer's unique taste.
• •Maintain a Sophisticated yet Accessible Voice: While the offering is high-end, the language should remain clear, engaging, and inviting. Avoid overly technical jargon or exclusionary terms. Think informed friend rather than distant authority.
• •Infuse a Sense of Discovery and Global Inspiration: Regularly reference the international sourcing and unique finds to reinforce the brand's adventurous and curated nature. Connect pieces to the culture and aesthetic sensibilities that inspire the store.

Social Perception

The Standard Store is generally perceived as: A go-to destination for high-quality, unique international and local fashion and lifestyle items that are not readily available elsewhere in Australia. A retailer that values craftsmanship and longevity over fleeting trends, appealing to discerning customers who are conscious of their purchases. A brand with a strong, authentic voice and a clear vision, driven by the passion and expertise of its founders. A boutique offering a sophisticated yet welcoming shopping experience, both in its physical stores and, increasingly, online. An advocate for slow fashion and thoughtful consumption, resonating with environmentally aware consumers. Having an elevated, bold, contemporary and beautiful interior design style that reflects the clothing pieces they stock.

Copy Examples

• •Headline: Beyond the Season: Discover Pieces That Tell a Story. Body: At The Standard Store, we travel the globe to bring you more than just clothing. We curate collections that speak of craftsmanship, heritage, and a style that endures. Find items you'll not only wear but cherish for years to come.
• •Headline: Your Style. Uniquely Yours. Globally Sourced. Body: Forget fleeting trends. We believe in the power of personal expression. Explore our handpicked selection of international and local designers, chosen for their distinct vision and exceptional quality. Stand apart with The Standard Store.
• •Headline: Crafted with Care, Chosen with Passion. Body: From Parisian ateliers to hidden London workshops, each piece in our collection has a journey. We seek out the unique, the beautifully made, and the designs that spark joy. Experience the difference passion makes.
• •Headline: The Art of Slow Fashion. Curated for a Lifetime of Style. Body: In a world of fast consumption, we champion a more thoughtful approach. Invest in pieces that are beautifully designed, impeccably made, and destined to become mainstays in your wardrobe. Because true style is timeless.
• •Headline: Welcome to Our World of Considered Design. Body: Step into The Standard Store, online or in our Sydney and Melbourne boutiques, and discover a carefully edited collection of clothing, accessories, and objects that inspire. We’re here to help you find something special.