Brand Tone

Aspirational, curated, and community-focused. Sophisticated yet approachable.

Brand Values

• •Quality and Craftsmanship
• •Curated Selection
• •Inspiration and Passion
• •Community
• •Timeless Style with a Contemporary Edge
• •Conscious Consumption/Responsibility
• •Customer Focus

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone, and vocabulary. Share this with anyone creating content.
• •Focus on "Why": Communicate the passion and inspiration behind the curated selections, not just the product features. Explain *why* a particular piece or brand is special.
• •Use Storytelling: Share the stories behind the brands you carry, the craftsmanship of the items, or the inspiration for a particular collection.
• •Emphasize Quality and Curation: Consistently use language that reflects the high standards of craftsmanship and the thoughtful selection process.
• •Engage with the Community: Foster a welcoming and inclusive tone in all communications, reflecting the brand's value of creating a space for connection.

Social Perception

High-quality, well-curated boutique offering unique and stylish menswear (and increasingly, womenswear). A destination for those seeking distinctive pieces and brands that aren't mainstream. Customers appreciate the selection and the store's aesthetic. Considered one of Vancouver's notable fashion retail spots.

Copy Examples

• •Discover pieces that tell a story. Our latest collection is a testament to enduring style and the art of craftsmanship. Explore the inspiration at Wallace Mercantile.
• •More than just clothing, it's a feeling. Find garments that resonate with your unique style and become part of our community. Visit Wallace Mercantile – where inspiration meets wardrobe.
• •Crafted for longevity, designed for today. We believe in fashion that lasts, made with integrity and passion. Experience the Wallace Mercantile difference.
• •Your style is a reflection of what you love. Let us be your moodboard. New arrivals weekly, curated with care. Wallace Mercantile.
• •Join us in celebrating conscious choices. Featuring brands committed to sustainable practices and timeless design. Dress with intention at Wallace Mercantile.