Thread & Theory: A Re-Branding Case Study

Publication Date

Spring 3-24-2026

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

Thread & Theory is a brand that was introduced to the market 10 years ago that provided simplistic and minimalist designs of good quality at an affordable price. However, with the increasing popularity of fast fashion brands Thread & Theory has experienced a decrease in sales which has led to a rebrand. For this project, the researchers will re-brand through social media and marketing aspects to make thread and theory a lifestyle brand. Through their social media campaigns, Thread & Theory will emphasize lifestyle, memories, and self-actualization. By selling a feeling as opposed to a product, this will strengthen Thread & Theory’s brand identity to better aid in its retention of loyal consumers. Our re-brand will appeal to the same audience of working aged 25-40 year olds who are looking for an affordable but good quality fashion brand. The research project will explore their relationship with a younger demographic that may be a more on-trend consumer, with the addition of key updated silhouettes and pieces. The pricing of Thread & Theory will remain consistent to that of a bridge brand, with the addition of a newer pricing strategy. This new change will be communicated through a visual and social media re-brand. This research project explores how re-brands can communicate and convey visual marketing to their consumer bases while also connecting to their audiences through emotional, psychological and physiological branding strategies.

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