Brand Tone

friendly, inspiring, and personal, approachable and community-oriented

Brand Values

• •Individuality and Inspiration
• •Customer-Centric Service
• •Curated Quality and Style
• •Sustainability and Fairness
• •Community

Best Practices

• •Always Use a Personal and Approachable Voice: Address the customer directly using "you" (or the informal "Du" in German). Phrases like "We're here for you" or "Let us help you" reinforce the brand's customer-centric value.
• •Focus on Inspiration, Not Just Sales: Frame your copy around helping the customer discover their style or find inspiration. Instead of "Buy now," use calls-to-action like "Discover your style" or "Get inspired."
• •Highlight the In-Store Experience: Even in online communication, refer to the positive and personal experience of visiting the physical stores. This builds on the brand's strength and reputation.
• •Tell the Story Behind the Products: When featuring items, talk about their quality, origin (like Scandinavian design), or the values of the brand that made them (sustainability, fairness). This adds depth and aligns with your core values.
• •Incorporate Customer Language: Use words and phrases from your positive reviews in your copy. Words like "lovingly managed," "tasteful," and "personal advice" are authentic to how your brand is already perceived and strengthen that image.

Social Perception

Perceived as a wonderful, tastefully decorated, and lovingly managed high-quality boutique offering cool, stylish, and unique fashion with excellent, friendly, and personalized advice. Its association with sustainable and practical Scandinavian fashion enhances its reputation as a thoughtful and modern retailer, offering a pleasant shopping experience both in-store and online.

Copy Examples

• •Find the dress that feels like it was made just for you. Our latest arrival is all about effortless elegance and the freedom to be yourself. Come say hi and try it on in-store, or let us bring it to your doorstep. #ZwoelfStyle #Individuality
• •Your new favorite outfit is waiting. ✨ At ZWÖLf, we're here to help you find those special pieces that make you shine. Experience personalized styling in a store that feels like home. Visit us in Refrath! #ShopLocal #PersonalStyle
• •ZWÖLf is more than just a store; it's a place for inspiration. We believe in fashion that tells a story —your story. That's why we carefully select every piece for its quality, style, and the values it represents. We're here for you, ready to help you discover looks you'll love.
• •Hello lovely! Ready for a style refresh? Discover our new collection, a handpicked selection of elegant, casual, and unique pieces perfect for the season. Let's find your next favorite thing together. #ZwoelfInspiration
• •Style with a story. We're proud to partner with brands like DAWN Denim who believe in fair and sustainable fashion. Because looking good should feel good, inside and out. #SustainableFashion #QualityYouCanTrust