Brand Tone

Sophisticated and Luxurious, Aspirational, Curated and Discerning, Modernity and Innovation, Elegant and Artistic, Confident and Authoritative

Brand Values

• •Luxury and Quality
• •Heritage and Tradition
• •Innovation and Evolution
• •Curated Excellence
• •Exceptional Customer Experience
• •Appreciation for Art and Design
• •Connection to Territory and Community

Best Practices

• •Develop a Unified Brand Voice Guide: Create a detailed guide outlining the core attributes of VIETTI's tone (Sophisticated, Luxurious, Curated, Modern, Elegant, Confident). Include preferred vocabulary, sentence structures, and examples of on-brand and off-brand messaging to ensure consistency across all writers and platforms.
• •Highlight Curated Storytelling: Consistently integrate narratives about VIETTI’s rich heritage, its connection to Italian craftsmanship, and the meticulous process of selecting both iconic luxury houses and innovative emerging designers. This reinforces authenticity and expertise.
• •Maintain Visual and Textual Cohesion: Ensure the sophisticated, artistic, and luxurious tone of the copy is consistently mirrored by high-quality, elegant visuals across the website, social media, email campaigns, and in-store displays. The overall aesthetic should always feel premium and curated.
• •Infuse Exclusivity with Aspirational Language: While the product offering is exclusive, the copy should invite aspiration. Use evocative, descriptive language that focuses on the beauty, craftsmanship, and unique experience of luxury fashion, making it feel like a desirable world to be part of.
• •Educate and Empower the Audience: Position VIETTI as a knowledgeable guide in the world of luxury fashion. Copy can subtly educate on designers, craftsmanship, and trends, reinforcing VIETTI's authority and providing added value to a discerning clientele.

Social Perception

VIETTI is perceived as a prestigious and high-end luxury fashion retailer. It is seen as a fashion authority and tastemaker due to its unique and eclectic mix of established luxury brands and cutting-edge designers. Its long history and presence in upscale locations in Italy and Switzerland contribute to an image of being established and reputable. The brand is also viewed as innovative within the luxury retail sector, particularly with initiatives like its concept store. There is an inherent perception of exclusivity associated with the products and brands it carries. Customers likely view VIETTI as a destination for significant luxury purchases, expecting high-quality products, expert curation, and superior service.

Copy Examples

• •VIETTI: 70 Years of Curated Luxury. Discover timeless elegance and contemporary visionaries.
• •The epitome of avant-garde sophistication. Unveiling the latest from [Designer Name], exclusively at VIETTI. Explore the collection where artistry meets adornment. #VIETTI #LuxuryDefined #[DesignerName] #NewSeason
• •An Exclusive Invitation: Experience the VIETTI [Event Name/Season Preview]
• •Born on the shores of Lake Maggiore in 1952, VIETTI has journeyed through seven decades of style, becoming a beacon for luxury fashion. We are dedicated to a curated world where iconic heritage meets the forefront of design innovation.
• •Immerse yourself in the exquisite craftsmanship of the [Product Name] by [Brand Name]. Selected by VIETTI for its unparalleled quality and visionary design, this piece represents the pinnacle of modern luxury.