Brand Tone

Authentic & Passionate, Knowledgeable & Appreciative, Curated & Quality-Focused, Friendly & Approachable, Nostalgic & Timeless

Brand Values

• •Quality
• •Authenticity
• •Sustainability/Second Life
• •Uniqueness & Individuality
• •Heritage & Craftsmanship
• •Family & Tradition

Best Practices

• •Emphasize Heritage & Story: Always weave in the "since '79," "family-owned," and "American vintage" narrative. This reinforces authenticity and passion.
• •Highlight the Human Touch: Mention the hand-picking, washing, and ironing process. This showcases the care and quality focus.
• •Use Descriptive & Evocative Language: Instead of just "blue jacket," try "Vibrant 80s bomber jacket, perfectly faded with original patches." This reflects knowledge and appreciation.
• •Keep it Real & Relatable: While knowledgeable, avoid overly academic or exclusive language. The tone should feel like a friendly vintage enthusiast sharing their finds.
• •Visual Consistency: Ensure that the photography and videography style across all platforms matches the vintage, authentic, and quality aesthetic. Showcase items clearly, perhaps with nods to their era in styling if appropriate.

Social Perception

Established & Reputable, Go-To for Specific Eras, Well-Curated & Organized, Fairly Priced, Treasure Trove, Conscious Choice

Copy Examples

• •Instagram Post (Showcasing a 70s dress): "Flower power, reborn 🌼 This authentic 70s maxi dress just landed in our Huidenstraat store. Hand-picked in the USA and lovingly restored by our family team, it's a true piece of sunshine ready for its next adventure. Who's feeling groovy? #ZipperVintage #70sFashion #AmsterdamVintage #SustainableStyle #OneOfAKind"
• •Facebook Update (New denim arrivals): "Denim dreams from decades past! 👖✨ Our latest haul of American vintage denim has arrived. From sturdy 60s cuts to iconic 80s washes, each piece tells a story. We've checked every stitch and button, so you know you're getting quality that lasts. Swing by Haarlemmerstraat or Huidenstraat this week – these gems fly fast! #VintageDenim #ZipperAmsterdam #Since79 #QualityVintage #FamilyBusiness"
• •TikTok Video Idea (Quick showcase of new arrivals): *Fast cuts of unique items (jackets, shirts, accessories) being unboxed or hung up in-store.* Voiceover: "Fresh from the States, curated by us, for you. ✨ We're Zipper Vintage, bringing you hand-selected American treasures since '79. Each piece is unique, washed, and ready for its new story. Find your next favorite at our Amsterdam stores! #VintageHaul #AmsterdamShopping #ZipperVintageClothing #RetroFashion #SustainableFinds"
• •Website Banner (if webshop reactivates): "Zipper Vintage: Over 40 Years of American Vintage, Hand-Picked for You. Discover Authentic Quality & Timeless Style."
• •In-Store Signage: "A Zipper Vintage Piece: Carefully Sourced. Lovingly Prepared. Uniquely Yours. Thanks for giving great clothing a second story."