Brand Tone

Youthful, Trendy, and Promotional

Brand Values

• •Trend-Focused
• •Accessibility & Value
• •Convenience
• •Community Engagement

Best Practices

• •Use Action-Oriented Language: Always include a clear, energetic call to action. Words like "Shop," "Discover," "Get the Look," and "Tap to Own" are direct and encourage immediate engagement.
• •Emphasize Newness and Urgency: Consistently highlight what's new ("New Arrivals," "Just Dropped") and create a sense of scarcity ("Limited Stock," "Gone Fast") to align with the fast-fashion model.
• •Adopt a Friendly, Big-Sister Tone: Write captions and descriptions as if you're a friend giving style advice. Ask questions, use emojis, and create "Get Ready With Me" (GRWM) or "Outfit Inspo" content to feel relatable.
• •Tag and Name Everything: Continue the practice of naming products and collections (e.g., "Jeans MARTA," "Shorts GIULIANA"). It makes the items feel more unique and easier for customers to remember and search for.
• •Cross-Promote with a Unified Voice: Ensure that the language used on the ViaMilano21 site is consistent with the posts on the Sandrini Calzature social media channels when featuring VM21 products. This reinforces the connection and builds trust.

Social Perception

Due to the limited number of independent reviews, the brand's social perception is primarily shaped by its own curated online presence. On social media, the perception appears neutral to positive among its followers, who engage with the fashion content. The association with Sandrini Calzature, a physical shoe store, may lend it a degree of legitimacy it might otherwise lack as a purely online entity. The absence of negative press or widespread complaints on review sites suggests that while it may not be a major player, it does not suffer from a poor public reputation.

Copy Examples

• •Stop scrolling. Your weekend outfit has arrived. ✨ Meet the 'GIULIANA' shorts – light, breezy, and ready for sunshine. Tap to shop before they’re gone! #ViaMilano21 #NewCollection #SummerStyle
• •Tired of your wardrobe? Get inspired with our new 'Outfit of the Week' from ViaMilano21. Effortless style, delivered. Shop Now for 10% off your first order!
• •💌 Psst... New Drops Inside + A Special Treat For You!
• •SPRING/SUMMER '25 COLLECTION IS HERE | Discover fresh looks, bold colors, and your new favorite outfit. Free shipping on all orders.
• •GRWM: ViaMilano21 edition! Building the perfect casual-chic look with our new denim jacket. How would you style it? 👇 #OOTD #GRWM #ItalianFashion #VM21