Tono de Marca

Helpful, Casual, Value-Driven, Playful, and Modern

Valores de Marca

• •Accessibility
• •Value
• •Trust
• •Convenience
• •Curation

Mejores Prácticas

• •Lead with Value, Always: Every piece of copy should reinforce the core promise of great value, explicitly mentioning how the unmanned model translates to savings for the customer.
• •Be a "Silent Helper": Use in-store signage and online content to proactively answer customer questions, translating helpful advice into clear, concise text.
• •Keep it Casual and Confident: Use simple, direct language, avoiding overly technical fashion jargon. The brand’s confidence comes from its smart business model and curated selection.
• •Emphasize the "Why": Continuously explain why the store is unmanned and what that means for the customer experience (e.g., "no pressure," "shop at your own pace," "24/7 convenience").
• •Inject Fun and Novelty: Lean into the unique aspects of the brand, like the "Gacha," to create a memorable identity and fun customer story.

Percepción Social

Highly positive, seen as a brand offering high-quality value, excellent curation, and an innovative, fun shopping experience.

Ejemplos de Copy

• •Can't decide what to wear? We already did the hard part for you. We sort through thousands of pieces of US vintage to find the gems, so you don't have to. Our rule: nothing too basic, nothing too wild. Just the good stuff. Open 24/7 for whenever inspiration strikes. #NonStaff #JustRightVintage #TokyoThrift
• •Which denim is for you? Relaxed fit? Straight leg? We get it, it's confusing. Here’s a quick guide to our current selection. Find your perfect fit, no questions asked. (Because there's no one here to ask.)
• •Your Next Favorite T-Shirt Is a Surprise. Love our style but feeling lucky? Try our T-Shirt Gacha! For just ¥2,480, you get one of our expertly curated vintage tees. It's all of the quality, with an added bit of fun. Don't like what you get? Our return policy is easy.
• •Staff costs = ¥0. That’s why you can get a Ralph Lauren shirt for the price of lunch. You're welcome. We're open 24/7. Your wallet can thank us later. #UnmannedThrift #CostPerformance #RalphLauren
• •It’s 2 AM. You know where to find us. Late-night study session? Can't sleep? Your next favorite outfit is waiting. Our doors are always open, and our new weekly arrivals just dropped. Come by anytime for a zero-pressure shopping trip.