Brand NEW manifesto
To further bring meaning to these words and to put them into context, we have created a manifesto for you guys. Something to lean on and remember when you go to work shall produce a caption, or when you just need a reminder of why you do what you do:
The Johnells Manifesto
We are the runway music.
Who sets the pace.
Runs the bass.
Skips the beat.
We are the boundary pusher. Barrier breakers.
Go-getter.
We match. And mismatch.
We mix. And arrange.
We are your confidant.
The buddy. The peer.
Who guides.
Who inspires.
Who dares.
The trendsetter.
The trend blender.
The pace bender.
Turning fashion into an experience and experience into fashion.
Fashion is nothing without you.
You without nothing is fashion.
Turning everyday life into A Fashion Experience.
Brand NEW communication
But how shall we turn this into communication that attracts, guides, and make our audience fall in love with us? By using your emotions. By being true. Because fashion is all about emotions. Joy. Anticipation. Empowerment. Let's use that to create an example of what it could sound like.
Can you remember? The moment right before the fun starts. That split second when everything still is possible. When you make your way through the entrance to the amusement park and a whole evening of fun lies ahead of you.
The pre-party. Thursday evenings, when the weekend still lies all ahead. Or the last day before vacation starts. The feeling of hot air strikes you as you get off the plane just arrived at your summer destination.
That feeling. The bubbly sensation. The butterflies in your stomach.
Let´s make it relevant and let’s talk about that.
Example:
The steep climb to the top.
Right before the epic drop.
The first bite. The love at first sight. The feeling when you realize that you just might.
Right before the penny drops. The moment before the peak of all tops.
The unexpected turn. When feelings burn and you finally learn.
The split second when you realize you are about to fall in love.
That’s how fashion should feel.
We’ve been turning heads,
rocks, and minds every day since 1893.
Johnells. A Fashion Experience.
Brand NEW purpose
So, what of this defines the purpose of our communication? And – what is a purpose & how shall I use it?
Think of our communication purpose as your friendly reminder of what to express.
Think of it as a framework to move within. Because when you don’t have any rules, any framework any guidelines – one might think it’s easy to find interesting sayings. But that couldn’t be more wrong. It is in fact quite the opposite. The more frames you have – the easier it is to express yourself.
As we both sell, love, and breathe fashion, we obviously have to talk about fashion. What fashion does do to us humans and how we can take an active part in that?
Since fashion is a lot about emotions and feelings, we should use those facts.
From a communication perspective – our purpose is to:
Tell stories. Use emotions. Try to get in touch with our audience's feelings. And tell the message to – not for – our audience.
Johnells brand NEW persona
Who are you?
Well, that’s not the easiest question to answer, is it? But if you’d give it a try, the answer is probably based on a couple of things:
Where you came from – in terms of your upbringing, the values you were given growing up, and your experience of it all.
Where you are now – in terms of your age, where you live, what you do.
What is your context – who you hang out with, how satisfied you are with your current situation.
What is your heading - where do you want to go and what do you do to get there.
Johnells' has a long heritage in selling fashion and making people feel and look good but has despite its old age always managed to stay young, thanks to the constant change in the global fashion scene. The heritage has made us confident – we know how to evaluate fashion and both translate and adapt the latest trends to fit our audience. Despite the deep knowledge, we have always remained humble, knowing that sometimes we are wrong and sometimes we are right regarding trends – because fashion in our mind occurs when it meets our audience.
We will always stay open to new trends. We will always do everything for the sake of our customers. And we try our best to do so with a big fat smile because we believe fashion is fun. And we will always strive to make every visit to our webpage as every visit to any one of our stores an experience, making everyone interested in us feel appreciated, seen, and well taken care of.
In short, this is Johnells:
The upperclass but still open minded aunt or auncle who sometimes shows up dressed like a unicorn CEO and sometimes like a Swiss skibum. Always throwing the best parties and tells the greatest stories. To anyone open enough to listen and to anyone daring enough to argue.
The brand NEW do’s and don’ts
We are confident – but never arrogant
We are humble – but never wimpish
We are open – but never without direction
We are honest – but never simplistic
We are passionate – but never pushy
We are professional – but never boring
We are witty – but never silly
Creating content for Johnells social channels should be a joy-filled task, where creativity can flow freely to create magic. Take inspiration from what you follow on social media and what makes your heart beat faster when it comes to communication, and verbalize it through the Johnells persona.
Various words and expressions we like
Obsessed
Coming soon
New in
Discover this
Our latest obsessions
Step into (the weekend/holiday/summer)
No excuses
From now on
A sweet deal
Now is the time to get...
There’s nothing like...
...are now live
We’re all about...
SoMe
Smart Casual
Don’t be a square. Be a stripe!
Denim just landed, and we’re obsessed. Giddy up cowboy!
Summer in a shirt. Wear it with sleeves up, tucked in, or maybe inside out? You decide. Get yours from Gant.
Sincere
After rain comes sunshine!
Create that Midsummer feeling wherever you go. See our favorite picks!
You’ve found it – the ideal overshirt for every summer occasion. Thank you Stone Island.
Inspiring
All smiles – all coming soon! Don't miss our incoming news.
Pack it up – we’re off to create summer memories! And you're coming with us.
We’re all about Clarks this summer, with these old-pedi-friendly sneakers. Find more pieces to fall in love with.
Newsletter
Our summer favourites
New styles to wear, to love, and to create summer memories in. We have everything for your summer looks. From swimwear, to high-end bags and sunglasses — we've got you covered with confidence.
We love Stylein
Effortless and timeless fashion from Stylein. The kind of clothing you never have to think twice about.
Outdoor friendly fashion
Explore the hills, trails and travel with our performance-ready styles that are tough enough to take on any adventure.
Stunning swimwear just landed
Whether you're lounging by the pool or exploring a new beach, we have everything you need to make the most of your day. Get ready for a day of fun in the sun with our latest swimwear obsessions.
Don’t be a square. Be a stripe!
Denim just landed, and we’re obsessed. Giddy up cowboy!
Summer in a shirt. Wear it with sleeves up, tucked in, or maybe inside out? You decide. Get yours from Gant.
After rain comes sunshine!
Create that Midsummer feeling wherever you go. See our favorite picks!
You’ve found it – the ideal overshirt for every summer occasion. Thank you Stone Island.
All smiles – all coming soon! News just landed.
Pack it up – we’re off to create summer memories! And you're coming with us.
You’ve found it – the ideal overshirt for every summer occasion. Thank you Stone Island.
Our summer favourites
New styles to wear, to love, and to create summer memories in. We have everything for your summer looks. From swimwear, to high-end bags and sunglasses — we've got you covered with confidence.
We love Stylein
Effortless and timeless fashion from Stylein. The kind of clothing you never have to think twice about.
Outdoor friendly fashion
Explore the hills, trails and travel with our performance-ready styles that are tough enough to take on any adventure.
Swimwear just landed
Whether you're lounging by the pool or exploring a new beach, we have everything you need to make the most of your day. Get ready for a day of fun in the sun with our latest swimwear obsessions.
Expressions for SoMe and Newsletter
When creating content – forming your message, finding the right words, shaping the voice of the brand – take inspiration from what you follow on social media and what makes your heart beat faster when it comes to communication, and verbalize it through the Johnells persona.
Various words and expressions we like
Obsessed
Coming soon
New in
Discover this
Our latest obsessions
Step into (the weekend/holiday/summer)
No excuses
From now on
A sweet deal
Now is the time to get...
There’s nothing like...
...are now live
We’re all about...
Denim just landed, and we’re obsessed. Giddy up cowboy!
Summer in a shirt. Wear it with sleeves up, tucked in, or maybe inside out? You decide. Get yours from Gant.
After rain comes sunshine!
Create that Midsummer feeling wherever you go. See our favorite picks!
You’ve found it – the ideal overshirt for every summer occasion. Thank you Stone Island.
All smiles – all coming soon! News just landed.
Pack it up – we’re off to create summer memories! And you're coming with us.
You’ve found it – the ideal overshirt for every summer occasion. Thank you Stone Island.
Our summer favourites
New styles to wear, to love, and to create summer memories in. We have everything for your summer looks. From swimwear, to high-end bags and sunglasses — we've got you covered with confidence.
We love Stylein
Effortless and timeless fashion from Stylein. The kind of clothing you never have to think twice about.
Outdoor friendly fashion
Explore the hills, trails and travel with our performance-ready styles that are tough enough to take on any adventure.
Swimwear just landed
Whether you're lounging by the pool or exploring a new beach, we have everything you need to make the most of your day. Get ready for a day of fun in the sun with our latest swimwear obsessions.
Brand NEW values
Fashion is really all about emotions. Feelings. Moments. Just like you are. Just like life is. Let’s embrace that and turn it into words, images, and colors.
That will make us interesting to interact with.
That will make us and our products come alive.
That will make us sell clothes. And attract new lovers of the brand.
We are to embark on a long journey. To do all this above. And there are a lot of values to consider while doing so. Let's find out what they are.
We have started with filling our new expression A Fashion Experience with meaning. Asked ourselves what that really stands for. And here we go:
The A in A Fashion Experience stands for you being the number one choice for all fashion lovers. It also stands for you being at the forefront of both fashion and trends and whoever chooses to interact with you and buy your selections of clothes, can expect them to be premium goods, both in terms of what’s in fashion right now and in terms of its quality.
The Fashion in A Fashion Experience expresses your love for fashion. Your dedication to seeking, finding, and grabbing the essentials right now. It also stands for your confidence in passing that inspiration on to the customer and also holds the unexpected that fashion also is about.
The Experience in A Fashion Experience both relates to your long heritage in the field of fashion and to the exciting and vibrant experience your customers can expect when interacting with you. Also – to be able to deliver such an experience to your audience, you, of course, need premium customer service and a lot of expertise, which you luckily have had all the way back to when mankind invented electricity.
Defining a brand's major values is important because by doing so, you both get a direction on what’s most important to think about while forming a message – and also you know what other things to rule out.
The values we lean on, consist of what we together in various constellations have concluded that we are and mean to our audience and what we also need to become to stay relevant and interesting.
Read them, think about them, and try to use them in whatever way you feel confident. We know you can do it!
Johnells’ communication should rest on the following values:
• Premium
• Fashion
• Dedication
• Confidence
• Inspiration
• Heritage
• Experience
• Expertise
and should feel like:
• Smart casual
• Sincere
• Inspiring