Tono de Marca

friendly, approachable, and passionate

Valores de Marca

• •Support for Independent Design
• •Individuality and Uniqueness
• •Community and Local Charm
• •Curated Quality
• •Ethical and Sustainable Considerations

Mejores Prácticas

• •Lead with Personality, Not Just Product: Start captions and descriptions with a relatable feeling, question, or story before detailing the product features. The focus is on the lifestyle and feeling the clothes evoke.
• •Champion the Designers: Always mention the independent brands by name. This reinforces the core value of supporting designers and educates the customer, turning them into fans of the smaller labels as well.
• •Embrace the "Local Boutique" Voice: Use warm, inviting language. Phrases like "Come say hi," "We're excited to show you," and "Our little corner of Malasaña" create a sense of community and a personal connection.
• •Use Descriptive and Evocative Language: Instead of just "blue dress," use phrases like "a dreamy sky-blue dress" or "a print that will transport you to a summer garden." This aligns with the brand’s mission to sell pieces that "tell stories."
• •Maintain a Consistent Visual and Textual Dialogue: Ensure the photography style—colorful, vibrant, often in authentic city settings—is matched by the copy. The text should feel as lively and unique as the images look.

Percepción Social

a charming and authentic boutique with a distinct personality. It is seen as a go-to destination for original, colorful, and vintage-inspired women's fashion in Madrid. The association with independent designers and its location in a trendy neighborhood gives it credibility and a "cool" factor. Customers appreciate the curated selection that allows them to find unique pieces and support smaller brands.

Ejemplos de Copy

• •Tired of seeing the same dress everywhere? 🙋‍♀️ This floral beauty from Compañía Fantástica just landed in our shop, and it’s a burst of pure joy. Perfect for turning a normal Tuesday into an extraordinary one. Come find your unique style in the heart of Malasaña! #ModaIndependiente #LaPizarraDelSrLolo #MalasañaStyle
• •Your wardrobe should tell your story, not the story of a fast-fashion giant. At La pizarra del Sr. Lolo, we carefully select every piece from independent designers who put soul into their work. Discover fashion with personality. Visit us online or at our Madrid boutique. #SupportSmallBusiness #UniqueFashion #MadeInSpain
• •More Than Fashion. A Community. We believe in the magic of small shops and the talent of independent designers. Thank you for helping us keep the spirit of Malasaña alive. #LocalShop #SlowFashion
• •(Image of two different, colorful blouses) Weekend decisions! Which one are you: Playful Polka Dots or Bold Botanicals? Vote below! 👇 Both are waiting for you at the shop. We're open 'til 8! 😉 #OOTD #IndieFashion #MadridShopping
• •Psst... New Arrivals from your Favorite Spanish Designers! Body: Hi [Name], Ready for a style refresh? We've just unpacked the latest collection from Pepa Loves and Smile, and we couldn't wait to show you. Think vibrant prints, flattering cuts, and that special something you won't find anywhere else. See the collection before it's gone!