dusty rose design

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1 PR Capstone December 2015

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Page 1: Dusty Rose Design

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PR Capstone December 2015

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Table of Contents

Contact................................................................................3Executive Summary.....................................................4SWOT Analysis..................................................5-6Website Facelift............................................................7The New and Improved Website......................8About Me Page.............................................................9Online Shopping..........................................................10Contact/Events.............................................................11Look Book.............................................................12-18Photo Shoot.......................................................,20-25Video Script..................................................................31Blog/Press...........................................................32-36Evolution of the New Logo.................................37

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Contact

Pamela Arbelaez

Hannah Sellers

Allie Dethmers

Lizzy Rosenberg

[email protected] (347) 753- 4170

[email protected] (845) 544- 5514

[email protected](440) 226-1571

[email protected](203) 644-6774

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Executive Summary It has been a pleasure to work with Dusty Rose throughout this semester. Our days have been infused with the bright colors of the brand’s tie-dye creations and en-riched by the deep history of the industry with which we have developed a great fondness for. Drawing inspiration, from the strong connections consumers feel with tie-dye, we have striven to help expand the Dusty Rose community and create greater accessibility to the company’s handcrafted clothing line.

Our first priority was the Dusty Rose website, constructing a core platform for the business. Using other fashion forward lines as inspiration we designed and imple-mented a clean and easy to navigate website that comes up high on search results. The website provides a platform for consumers to familiarize themselves with the business’ tie-dye designs as well as the story behind the label and the high stan-dards it holds. The website also serves as a foundation for the brand’s image by providing access to the Dusty Rose social media sites and Etsy shop as well as con-tact information for business founder Sharon Aronowitz.

Website components such as the video on the history of tie-dye, the photo spread of Dusty Rose models and the copy written about the business and Sharon are all resources that can be used in future public relations print and online material. This ensures that a consistent brand image is generated across platforms. For instance, the social media calendar that guides the timing and content of posts across social platforms throughout the holiday season and beyond incorporates the photos tak-en for the website so as to connect back to the core brand image.

The website and its resources also act as references both for general consumers and curious bloggers that will search it out. To encourage such traffic, we have writ-ten a press release and assembled a list of bloggers and publications that we feel Dusty Rose will resonate with. Along with forwarding the press release, we have in-dicated that certain bloggers could also receive Dusty Rose clothing to experience first-hand the fine quality of the company’s product.

Having personally seen the excited reactions Dusty Rose tie-dyes elicit, we have felt deeply connected to furthering the work of this brand. From the beginning, it was evident that the Dusty Rose designs are greatly admired within the music festival and craft market circuit that Sharon Aronowitz sells at. It was our goal to take that community online, extending its reach beyond California. We have not only suc-ceeded but exceeded in this endeavor as we have both built an online presence through rich media and offered ways to maintain it beyond our involvement.

We look forward to the continued growth of Dusty Rose and wish to thank Sharon Aronowitz for her support and encouragement during this project.

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SWOT Analysis

Strengths

Weaknesses

Dusty Rose had a number of strengths coming into this project. Each piece of cloth-ing is handmade, which is very popular among fashion enthusiasts, especially to those who value quality, and disapprove of big businesses and mass production. Each piece is also made with non-toxic dyes, and different colors and styles can be requested when ordered. Additionally, the brand caters to all shapes and sizes, rang-ing from size small in kids, to size XXL in adults. The clothes also strongly appeal to yogis and those attracted to tie dye and hippie culture, so the fact that Sharon has connections allowing her to attend festivals and crafts fairs is very beneficial to her business. Sharon and her partner also have a basic knowledge of social media, which was a good start towards further building her brand.

Dusty Rose had to work on a few things to improve the brand. First, the website was very basic and hard to navigate. None of the links to different pages worked, and none of Sharon’s clothing was sold on the website. The website format was difficult for to edit and update, and none of the events Sharon was attended were posted. Overall, it was very unattractive. The few photos on the website that actually featured Dusty Rose products were subpar, and not well integrated into the website. Those who visited the website were unable to get a good idea of the extent of the brand, and would have to navigate to the Dusty Rose Etsy account to buy and see most of Dusty Rose’s inventory. Dusty Rose’s social media was also rarely updated. The Dusty Rose Instagram had less than 10 posts, and the Facebook was only getting updated every few weeks. Sharon was also unsure of how to connect her personal Facebook to the Dusty Rose fan page, so many posts for Dusty Rose were going on her personal Facebook, which isn’t a pub-lic page.

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Opportunities

SWOT Analysis

Dusty Rose has many opportunities to further build its brand. Sharon’s quality clothing has provided for a very successful photo shoot, and we were able to compile a look book for the website, which features a variety of Dusty Rose’s bo-hemian-chic clothing, kids clothes and yoga wear. This also allowed us to poten-tially provide any interested bloggers with samples of clothing to feature on their blogs. Sharon and her partner’s basic knowledge of social media also provides for op-portunities to improve Dusty Rose’s social media activity. By providing them with a social media calendar, they will be able to post on a more consistent basis. The holidays are also an opportunity to sell products as gifts. We have provided a press release and a blog outreach for the holidays. We’ve sent these to a list of bloggers to feature on their websites, and to newspapers to feature in their publi-cations.

ThreatsOne of Dusty Rose’s threats includes bigger competition that sells tie-dye and yoga clothing. These bigger brand names, such as Free People and Lulu Lemon, have more advertising and more popularity on social media. Dusty Rose also isn’t sold in stores, and is exclusively sold online, unlike its competitors.

Additionally, San Francisco natives may know about Dusty Rose, as well as friends of Sharon and those who have attended the same events as Sharon, but Dusty Rose has minimum brand awareness compared to other companies of the like.

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Website Facelift

Implementation Beginning with the website was an essential first step in revamping the Dusty Rose brand. The previous website was cluttered, lacked information about Sharon and the brand, was difficult to navigate and did not have a clear path to purchase. We worked to combat these issues by using very simple surface colors. We harnessed hints of pink to resemble the dusty rose color and a complementary lilac in order to highlight the website content. To create a path to purchase, we constructed a clothing gallery that allows people to buy the clothes directly from the site as well as providing a link to her Etsy shop in case they wanted use a different platform. Another important feature of the new site is the lookbook. The lookbook shows different models wearing the products and is divided based on different themes and styles. This gives customers a visual representation of the various ways they could incorporate the brand into their personal look. In comparison to the previous website that only featured the clothes on hangers, now the Dusty Rose designs are fea-tured in through a more dynamic perspective. We are maintaining the events page so that people in the area can see where Sharon’s work will be show-cased. Additionally, contact page has been enhanced so that tie-dye lovers can reach out to Sharon for more information.

Using the free-spirited nature of the Dusty Rose brand as inspiration, we set about re-imagining the website.

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The New and Imporved Website

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About Me Page

Part of the Dusty Rose brand is Sharon’s personal history associated with the tie-dye artform. Therefore, this page was essential to developing an image that would make the business stand out from other tie-dye brands. Sharon has an extensive background in the arts and has worked with many different people, styles and pop culture trends. She takes pride in being a craftsperson who manufactures all her designs by hand in addition to using all-natural fabrics and dyes that are organic and allergen-free. Knowing these details about its history and quality, customers will be more likely to connect to the brand. Thus, we’ve written copy on both Sharon and Dusty Rose as well as created a video describing the history of tie-dye ingeneral.

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Online Shopping! Shopping online directly from the site simplifies the buying process for consumers. It creates a very linear approach, which prevents consumers from forgetting or overthinking a purchase. Nonetheless, the Etsy button is still included so that previous clients who have used that platform in the past and feel more comfortable with it are able to continue buying from Sharon via her Etsy shop.

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Contact

Events

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Look Book

We have six different lookbook inspirations including the following: Femme, Namaste, Glad Rags, Two is Better Than One, Playdate and The Man. Femme focuses on skirts and dresses with chic styles that are ideal for going out in. Namaste shows yoga wear and other exercise apparel that incorporates tie-dye designs into active living. Glad Rags highlights casual clothing that can be worn everyday and paired with accent accessories. Two is Better Than One assembles a more eclectic, artistic style in a showcase of both women and men models. Playdate is a collection of clothing for young children. Finally, The Man, as indi-cated by its name, is a montage of styles for men wearing the tie-dye designs in different environments.

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Photo Shoot

Our objective in assembling models for the photo shoots was to showcase both men and women of different ages, races and body types in order to show that tie-dye can truly be worn by anyone. Ultimately, our models included three women in their early 20s, one woman in her 30s and one woman in her 60s. Due to limited clothing availability, we only had one male model in his 20s and one young girl that was 3 years old.

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Social Media Facebook

It’s important that Facebook is updated on a more regular basis than it has been in the past. It doesn’t need to be updated everyday, but maybe a few times per week. Recommended posts should include photos from the photoshoot as well as photos featuring customers, friends and family wearing Dusty Rose clothing in their every-day lives.

Captions for these photos, in addition to other posts, should include event updates, any possible sale items or promotions for the holidays, posts about her Etsy, posts about any bloggers who featured Dusty Rose on their blogs, as well as new cloth-ing arrivals. Each post should include related hashtags, including: #tiedye, #boho, #bohochic, #yoga, #nature, #festival, #hippie, #vintage, #handmade and #dustyrose. This way, those interested the qualities of Dusty Rose will likely find the Dusty Rose Facebook page.

The Dusty Rose fanpage should also follow related fan pages for yoga, fashion and bohemian styles. Dusty Rose should “promo for promo” with related these Facebook fan pages, to gain followers with similar interests.

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Instagram Instagram should also be updated more frequently, maybe a few times per week. Instagram posts will include photos from the photoshoot, as well as customers wearing her clothes in everyday life, and related pho-tos involving yoga, nature, bohemian celebrities, festivals and crafts fairs.

Captions to these Instagram posts might advertise new pieces of cloth-ing, upcoming events and any possible promotions. Each post should also include a few of the related hashtags above.Some of the Instagram posts should be linked to the Dusty Rose Facebook page, which will ideally encourage Dusty Rose Facebook followers to follow Dusty Rose on Instagram.

Another way Dusty Rose could gain a bigger following would be to “like” and comment on photos from other related accounts. Sharon could message other companies to organize “promo for promo” posts, to gain followers who might be interested in Dusty Rose.

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Pinterest One of the boards that Sharon’s Pinterest should include is “Fashion.” It won’t feature her own clothing, but it will feature other clothes with captions that ad-vise Pinterest users to pair them with Dusty Rose pieces. She should also have a “Yoga” board which will include instructive yoga poses and online classes. It is also advisable to include a “Zen” board, which can feature peaceful places to do yoga, and a “Festival Inspiration” board to include posts about festivals around the world as well as festival fashion photos.

Sharon should also upload photos of her clothes on Pinterest, some of which she could post to her “Fashion” board. These posts will have captions including her website’s URL and all related hashtags.

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Social Media Calander

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Social Media Calander Images

Christmas Countdown

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Social Media Calander

ImagesInternational Women’s Day Mother’s Day

Valentine’s Day Cinco De Mayo

Back to School

National Yoga Day

New Years Columbus Day Fathers Day

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Video Script

VIDEO SCRIPT

TITLE: “Tie-Dye Video”

PREPARED FOR: Dusty Rose

WRITER: Hannah Sellers & Lizzy Rosenberg

PRODUCER: TBD

DRAFT: First

DATE: December 3, 2015

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“Formatted Script.doc” • 12/3/15 • 1

V I S U A L A U D I O

FADE IN:

1. Various shots of images of tie-dye.

SFX: Up tempo music.

NARRATOR: Tie-dye. A method of producing

textile patterns by tying the fabric to shield parts

from the dye.

2. Shot of people strolling through The Commons

NARRATOR: In the U.S these colorful designs

can be found everywhere,

3. Pan to the The Commons playground

NARRATOR: from children at summer camp

4. Pan to the outdoor yoga practitioners

NARRATOR: to yoga practitioners

5. Fade to music festival images NARRATOR: to music festival goers

6. Pan over various celebrity magazine overs

NARRATOR: to stars walking the red carpet.

7. Fade to a spinning globe that starts at US…

NARRATOR: However, long before tie-dye was

popularized in the U.S. through the counter

culture hippie movement, the dying methods had

been used around the world as early as the 6th

century.

8. …globe pauses at Asia NARRATOR: In fact, many of the world’s oldest

dying practices still exist today.

9. Fade to images of Bandhani textiles

NARRATOR: Bandhani, which originated in

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“Formatted Script.doc” • 12/3/15 • 2

V I S U A L A U D I O

India, uses intricate dots to form elaborate

patterns.

10. Cut to Shibori images NARRATOR: Equally stunning are the woven tie-

dyes known as shibori from Japan

11. In faded background globe spins to Africa and images of pits zoom forward.

NARRATOR: as well as the creations from indigo

dye pits found in Nigeria.

12. Fade to vintage footage of dancing and hula-hooping youth

SFX: 60s music

NARRATOR: The vibrant colors and bold

patterns of tie-dye were introduced into American

pop culture in the 1960s as part of the youth

generation’s free-spirited lifestyle

13. Fade to images of rockstars/woodstock

14. Fade to footage of picket signs protesting the war

NARRATOR: with stars such as Jimi Hendrix and

Janis Joplin popularizing the fashion.

NARRATOR: But long after the Vietnam protests

and sexual revolution have subsided,

15. Pan across image of tie-dye bears

SFX: Grateful Dead music

NARRATOR: tie-dye has stuck around with

bands like the Grateful Dead and Phish

maintaining its connection to rock music

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“Formatted Script.doc” • 12/3/15 • 3

V I S U A L A U D I O

throughout the ’80s and ’90s.

16. Footage of people perusing Kohls/Target

NARRATOR: During the 2000s tie-dye has

experienced a resurgence in popularity, with it

being mass-produced and made nationally

available through big retailers.

17. Transition from hands in retail store to hands making tie-dye

NARRATOR: Yet, to this day, the fine art of tie-

dye and the vibrancy it breathes into fabrics is

still best captured by craftspeople like Sharon

Aronowitz.

18. Hands reach over and hang up a piece on a cloths line to dry

NARRATOR: Sharon Aronowitz has been an

established tie-dye guru for the last 30 years in

San Francisco.

19. Pan across Sharon’s pieces NARRATOR: After studying graphic design in

college and later going into freelance silk

screening for a few years, Sharon decided it was

time for her to start her own line of tie-dye

clothing.

20. Zoom in on Dusty Rose tags NARRATOR: While coming up with a name,

Sharon chose “Dusty Rose,” not only after the

classic sultry shade of pink, but also after the

name of her grandmother.

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V I S U A L A U D I O

21. Footage of body putting on a shirt in front of a window framed by the light

NARRATOR: After seeing the immediate

success of the first shirt she designed and sold,

Sharon realized that tie dying was her true

calling.

22. Fade to photo of Sharon NARRATOR: She started her small crafts

business, Dusty Rose Designs in the 1980s,

23. Pan across market NARRATOR: mainly selling her products at crafts

fairs.

SFX: Iron and Wine song begins

24. Cut to screenshot of Etsy shop NARRATOR: Since then, the business has

steadily gained traction distributing Sharon’s

work nationally via her online Etsy shop.

25. Return to market focusing in on customer/business interactions

NARRATOR: All the while, she has continued to

maintain and build upon the relationships formed

with many customers,

26. Fade to image of woman in tie-dye

NARRATOR: providing her bohemian-loving

yogis with colorful, fun and comfortable clothing

27. Fade to image of children in tunnel wearing tie-dye

NARRATOR: from the smallest of the small

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“Formatted Script.doc” • 12/3/15 • 5

V I S U A L A U D I O

28. Fade to image of older woman wearing tie-dye

NARRATOR: to those who’ve cherished tie-dye

since its arrival in American pop culture.

29. End with page of all Dusty Rose social media sights that fades to shop site

NARRATOR: To see more of Sharon Aronowitz’s

creations visit her shop at:

SFX: Iron and Wine song cresendos

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PressBlog

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   Draft  for  Client  Review-­‐  Blog  outreach      

GET  IN  THE  HOLIDAY  SPIRIT  WITH  HANDCRAFTED  GIFTS  FROM  DUSTY  ROSE  DESIGNS  

 2015  has  flown  by.  New  Year’s  feels  like  it  happened  last  week,  and  it’s  still  hard  to  believe  that  summer  has  already  passed.  But  after  a  year  filled  of  memories  with  friends  and  family,  it’s  finally  time  to  dig  up  your  holiday  spirit.    For  years,  Sharon  Aronowitz  has  run  her  own  clothing  business,  Dusty  Rose  Designs,  selling  her  exquisite  non-­‐toxic  hand-­‐dyed  natural  fiber  garments  to  loyal  customers  nationwide.  Ranging  from  $5-­‐  $70,  most  of  her  pieces  can  be  made  to  order.    For  the  upcoming  holiday  season,  Sharon  recommends  these  handmade  pieces  to  give  to  your  yogi  cousin,  to  your  free-­‐spirited  best  friend  and  to  even  keep  for  yourself!    

   The  Rainbow  Cotton  Lycra  Leggings  are  formfitting,  stretchy  and  incredibly  comfortable  for  maximum  mobility.  They  are  the  ideal  gift  for  your  yoga-­‐loving  mom  or  even  for  that  friend  who  prefers  to  stay  in  and  watch  movies  on  Fridays.  $28    

   

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Buying  gifts  for  children  can  be  slightly  overwhelming,  but  the  Blue  Mandala  Sweatshirt  is  a  perfect  fit  for  any  young  spirit.  Unlike  standard  synthetic  or  blended  fleece,  these  hoodies  are  made  of  100%  soft,  ring-­‐spun  combed  cotton,  pre-­‐laundered  for  minimal  shrinkage.  $22    

 -­‐more-­‐  

Steal  the  spotlight  at  this  year’s  New  Year’s  Eve  party  in  this  Stylish  Black  and  White  Twisted  Front  ¾  Sleeve  Dress.  With  its  plunging  V-­‐neck  and  slinky  cotton  material,  the  dress  will  make  you    lookchic—and  you’ll    be  comfortable  too  this  New  Year’s  Eve.  $48.  

 Winter  may  be  on  its  way,  but  any  baby  will  stay  snug  and  warm  in  a  Rainbow  Mandala  Union  Suit.  Spoil  your  kids,  nieces,  nephews  and  friend’s  babies  with  multiple  design  and  color  variations  upon  request.  $15.    

 Buying  a  present  for  your  office’s  Secret  Santa  Party  just  got  substantially  easier  with  this  Rainbow  Twist  Front  T-­‐Shirt.  This  flattering  ¾  lightweight  cotton  jersey  V-­‐neck  has  shaped  seams  under  the  bust,  twisting  in  the  front  to  make  it  comfortable,  flattering  and  stylish.  $30.  

 For  more  pieces  from  Dusty  Rose  Designs,  please  visit  www.dustyrosedesigns.com  or  www.etsy.com/shop/dustyrosetiedyes.      About  Dusty  Rose  Designs    

Dusty  Rose  specializes  in  hand  tie-­‐dyed  apparel  for  the  whole  family.  Sharon’s  clothing  is  offered  in  a  wide  variety  of  color  combinations,  sizes,  and  patterns.    All  of  her  clothes  are  machine  washable  and  they  make  you  

happy  when  wear  them.      

### US  Inquiries:  

Lizzy  Rosenberg  Park  PR  

203.644.6774  [email protected]  

 

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   DRAFT  FOR  REVIEW-­‐  FOR  IMMEDIATE  RELEASE    

GET  IN  THE  HOLIDAY  SPIRIT  WITH  HANDCRAFTED  GIFTS  FROM  DUSTY  ROSE  DESIGNS  

 SAN  FRANCISICO  Nov.  9,  2015-­‐  Sharon  Aronowitz,  the  face  behind  Dusty  Rose  Designs  launches  her  hand-­‐crafted  non-­‐toxic  tie  dye  clothing  for  the  holidays.  On  average,  her  products  range  from  $20-­‐$65,  and  most  are  made  to  order  by  color  and  size,  which  range  from  XS-­‐XXL  in  infant,  child  and  adult  sizes.  Products  can  be  purchased  on  Etsy  or  from  the  Dusty  Rose  Design  website.    Sharon  Aronowitz  started  as  a  graphic  designer,  and  soon  became  interested  in  textiles  and  tie  dying.  “My  products  are  the  ideal  gifts  for  your  yoga-­‐loving  mom,  or  even  for  that  friend  who  prefers  to  stay  in  on  Fridays  and  watch  movies,”  she  said.    Product  lines  include  the  following  variety  of  tie-­‐dye  clothing:    

 The  Rainbow  Cotton  Lycra  Leggings  are  formfitting  and  stretchy.  $38.    

       

The  Blue  Mandala  Sweatshirt  is  made  of  100%  soft,  ring-­‐spun  combed  cotton,  pre-­‐laundered  for  minimal  shrinkage.  $30.  

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 -­‐more-­‐  

 The  Stylish  Black  and  White  Twisted  Front  ¾  Sleeve  Dress  fashions  a  plunging  V-­‐neck  and  slinky  cotton  material.  $65.        

   The  Rainbow  Mandala  Union  Suit  can  be  tailored  in  multiple  designs  and  color  variations.  $23.      

   The  Rainbow  Twist  Front  T-­‐Shirt  is  a  ¾  lightweight  cotton  jersey  V-­‐neck  with  shaped  seams  under  the  bust,  with  a  twist  in  the  front.  $23.      

 About  Dusty  Rose  Designs  Sharon  Aronowitz  studied  graphic  design  in  college,  but  after  going  into  silk-­‐screening  for  a  few  years,  Sharon  decided  to  start  her  own  line  of  tie-­‐dye  clothing  in  the  1980s.  Sharon  chose  to  name  her  clothing  line  “Dusty  Rose,”  not  only  after  the  classic  sultry  shade  of  pink,  but  also  after  her  grandmother,  Rose.  After  seeing  the  immediate  success  of  the  first  shirt  she  designed  and  sold,  Sharon  realized  her  true  calling  was  tie  dying.  For  more  pieces  from  Dusty  Rose  Designs,  please  visit  www.dustyrosedesigns.com  or  www.etsy.com/shop/dustyrosetiedyes.      

###    

CONTACT:  Lizzy  Rosenberg  

Park  PR  203.644.6774  

[email protected]    

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Evolution of The New Logo The final logo design is a result of a collaboration with Sharon. We maintained the style of her old logo while adding subtle changes in order to harmonize it with the new website. We added the dusty rose hues, because the original black-and-white logo felt disconnected with the colorful tie-dye designs the brand represents.

We also created other logo options for Sharon to consider in the future. These options got rid of the box that is a bit too rigid and confining for the art form it is representing, and infused the logo with full color.

Orginal Process work Process work 2

final logo