1. Voice and Tone
1.1. Glamorous
1.1.1. The brand has a certain charming, appealing element to their tone and appearance. They have a sense of toned down glamour that they are pretty consistant with
1.2. Sophisticated
1.2.1. The brand has been around for awhile. It has shown their knowledge in high quality fashion positioning and culture. They have marketing their brand to stay with the times over the years.
1.3. Intentional
1.3.1. Each campaign has a very distinct and clear message supporting it. Usually supporting movements, foundations and charities.
2. Visuals
2.1. Palette
2.1.1. Black and light grey for sophistication. May use logo colors (red, black and white)
2.2. Typography
2.2.1. Elegant and timeless fonts
2.3. Imagery
2.3.1. Glamorous, but classicly simple
2.4. Photography Style
2.4.1. black and white "old money" photography
3. Target Audience
3.1. Millenials
3.1.1. Young adults who are looking for a brand with a purpose. Not just about buying clothes, but supporting a good cause.
3.2. Collectors
3.2.1. Those who like to collect brand name products for their personal collection to keep for long periods of time. See them as relics that could be considered vintage one day
3.3. Trendsetters
3.3.1. Looking for pieces that are trendy and in season, but still classic and timeless.
4. Brand Attributes
4.1. Integrity/Sustainability
4.1.1. Eco conscious collections, environmental efforts, tree planting, carbon-neutral shipping.
4.2. Elevated
4.2.1. Known as a high ranking brand with significant social standing.
4.3. Community
4.3.1. Associate-led volunteering oppertunities to help the local community and economy.