Streaming Media
Publication Date
Spring 4-22-2026
Presentation Length
15 minutes
College
O'More College of Architecture & Design
Department
Fashion Design and Merchandising
Student Level
Undergraduate
Faculty Mentor
Dr. Nia Allen
Presentation Type
Talk/Oral
Summary
This research project explores the repositioning of Thread and Theory, a womenswear brand known for its classic and timeless designs, and its place in an increasingly fast-paced fashion market. While the brand has maintained a strong identity rooted in simplicity and longevity, research has recently seen a decline in consumer engagement due to competition from fast fashion brands that prioritize low prices, speed, and convenience.
This research project investigates and explores an alternative approach to competition by shifting Thread and Theory’s focus toward emotional branding rather than trend-based marketing. Instead of trying to match fast fashion, the brand will aim to highlight the deeper value of its clothing by encouraging consumers to see garments as long-term pieces connected to personal experiences. Further research in consumer behavior suggests that emotional connection can increase brand loyalty and perceived value, especially among more mature audiences.
Thread and Theory’s target market includes women aged 28 to 50 who prefer intentional shopping habits and are drawn to quality over quantity. Research shows that these consumers are less influenced by rapid trends and more interested in versatile clothing that can be worn across different occasions. In order to reinforce and stay consistent with this positioning, the brand will continue using a mid-to-high pricing strategy, reinforcing its focus on durability and lasting style.
This research project will show how the new visual marketing direction supports this shift by using imagery that feels both realistic and refined. Furthermore the researchers will show campaigns that feature a mix of everyday moments and carefully styled scenes to create a sense of authenticity while still maintaining a polished look. This balance will further help communicate both the practicality and emotional value of the clothing.
Overall, this project highlights how Thread and Theory can strengthen its identity by focusing on storytelling while showcasing long-term value and offering a clear contrast to the disposable nature of fast fashion.
Recommended Citation
Berg, Hannah M.; Farnum, Hugh F.; and Enriquez, Keely D., "Fashion Rebrand Case Study" (2026). SPARK Symposium Presentations. 770.
https://repository.belmont.edu/spark_presentations/770
