Tono de Marca

Passionate, traditional, educational, personal, authentic, sincere, trustworthy, calm, and confident.

Valores de Marca

• •Sustainability and Anti-Consumerism
• •Tradition & Heritage
• •Quality & Longevity
• •Authenticity & Passion
• •Functionality & Versatility

Mejores Prácticas

• •Always anchor the copy in the core values of sustainability, tradition, and quality. Whether writing a product description or a website banner, these themes should be consistently present.
• •Continuously weave in the personal narrative of Bernhard Steiner and his connection to wool. This authentic story is a powerful differentiator and builds an emotional connection with the customer.
• •Use copy to inform the customer about the unique benefits of Merino wool and the importance of sustainable practices. This positions the brand as a knowledgeable and trustworthy authority.
• •Employ words that evoke feelings of nature, heritage, comfort, and longevity (e.g., "companion," "heirloom," "alpine," "natural," "enduring"). This reinforces the brand's identity and connection to the Austrian landscape.
• •Frame the products not as simple clothing items, but as long-term investments in a sustainable wardrobe and a personal style that transcends fleeting trends. This justifies the premium nature of the products.

Percepción Social

A niche, premium, and trustworthy artisan. Customers likely perceive the brand as a sound investment in quality craftsmanship and sustainable fashion, with high integrity. It appeals to discerning, environmentally conscious customers who value quality and timeless, tradition-inspired style.

Ejemplos de Copy

• •More Than a Sweater, a Tradition. Discover our timeless Merino wool knitwear, crafted with passion and a deep respect for nature. For a life of quality, not quantity.
• •The perfect companion for every season. Woven from 100% certified, mulesing-free Merino wool, this cardigan offers natural breathability that keeps you warm in the cool air and comfortable when the sun shines. A timeless piece designed to last a lifetime, rooted in alpine heritage but made for your modern life.
• •We were 'Slow Fashion' before it had a name. For over 24 years, our family has been committed to creating enduring knitwear that stands against the tide of fast fashion. It’s a return to what matters: authentic craftsmanship, natural materials, and clothing that tells a story.
• •Some things are made to last. Our Merino wool cardigans are crafted to be your trusted companion on every adventure, year after year. Versatile, sustainable, and endlessly comfortable. #SlowFashion #MerinoWool #MadeInAustria #DerStrickmacher #TimelessStyle
• •Tired of Trends? Invest in Timeless.