Brand Tone

Personal, Passionate, and Service-Oriented. It is friendly and welcoming, aiming to create a personal connection with customers.

Brand Values

• •Passion for Fashion
• •Personalized Service & Honest Advice
• •Curated & Unique Selection
• •Ethical Considerations
• •Longevity and Experience

Best Practices

• •Lead with Passion and Personality: Always start from the core belief that fashion is a passion. Use warm, personal, and enthusiastic language. Phrases like "we love," "our passion," and "we believe" reinforce this.
• •Emphasize the In-Store Experience: Even in online communications, continually invite customers to the physical boutique. Mention the personal service, the atmosphere, and the "cup of coffee" to bridge the gap between digital and physical retail.
• •Tell the Story of the Curation: Don't just sell a product; sell the reason it was chosen. Use phrases like "hand-selected," "curated collection," and "unique find" to highlight the value of the boutique's expert selection process.
• •Be an Advisor, Not Just a Retailer: Frame copy around offering "honest advice" and "styling help." This builds trust and positions the brand as a helpful expert, justifying its boutique status.
• •Maintain a Clean and Sophisticated Aesthetic: While the tone is warm, the visual presentation is refined. Ensure that the copy is concise, well-structured, and complements the clean, high-quality imagery used on the website and social media. Avoid overly casual slang to match the sophisticated feel of the products.

Social Perception

The public perception of u n t i t l e d appears to be that of a charming, high-quality local boutique rather than a large, impersonal retailer. It is seen as a destination for those seeking unique, sustainable, and thoughtfully selected fashion pieces in Haarlem. The brand is positioned as a trusted local expert that provides a welcoming in-store experience.

Copy Examples

• •That feeling when you find the perfect dress. This new arrival from [Brand Name] just landed in our little corner of Haarlem. Effortless, timeless, and waiting for you. Come say hello and try it on – we’ll put the coffee on.
• •More Than Just Clothing. Since 1992, our passion has been finding the pieces that tell your story. Discover our curated collection of beautiful, sustainable brands, chosen with love.
• •Tired of the same old styles? u n t i t l e d offers a refreshing fashion experience in the heart of Haarlem. We believe in honest advice and the joy of finding an outfit you truly love. Stop by Kruisstraat 17 this week – your new favorite piece awaits.
• •A personal hello from u n t i t l e d | New treasures inside...
• •The [Product Name] by [Brand Name]. We fell in love with this piece for its incredible softness and versatile design. It’s one of those special items that feels both classic and completely new. We recommend pairing it with [accessory suggestion] for a look that’s effortlessly chic. Questions about fit or styling? Send us a message! We love to help.