Brand Tone

RedThread's brand tone is empowering, disruptive, and personal. It challenges traditional fashion standards with a bold, defiant voice, balanced with a supportive, customer-centric approach, positioning itself as a tech-savvy, confident innovator.

Brand Values

• •Inclusivity and Empowerment
• •Personalization and Quality
• •Innovation and Technology
• •Sustainability
• •Community and Social Responsibility

Best Practices

• •Lead with the Problem: Start communications by acknowledging the universal frustration with standard sizing, connecting with the audience's negative experiences.
• •Use Empowering Language: Consistently use verbs and phrases that position the customer in control and the brand as an enabler (e.g., "smash," "ditch," "celebrate," "You Be You").
• •Highlight Technology as the Solution: Emphasize the unique combination of technology (3D scanning) and craftsmanship (tailoring) to differentiate the brand.
• •Reinforce the Guarantee: Frequently mention the "Lifetime Fit Guarantee" across all channels to build trust and communicate a long-term commitment.
• •Maintain a Personal, One-to-One Voice: Write copy as if speaking directly to an individual, using "you" and "your" extensively to strengthen the message of personalization.

Social Perception

The social perception of RedThread is largely positive, highlighting its innovative solution to sizing problems. Customers praise the perfect fit, high-quality fabric, convenience, and excellent customer service. While minor fit issues are occasionally noted, the lifetime alteration guarantee effectively mitigates these concerns, reinforcing the brand's futuristic and customer-centric image.

Copy Examples

• •Stop fitting into clothes. Start wearing clothes made to fit you. Your measurements, our obsession. The perfect fit is just two photos away.
• •Standard sizes are a thing of the past. Your body is not a problem to be solved, it’s a form to be celebrated. #SizeMe #RedThread
• •Tired of the dressing room struggle? Your forever pants are here.
• •Your body changes. Your favorite dress should change with it. With our Lifetime Fit Guarantee, we offer free alterations for life. Invest in clothing that evolves with you. Learn more and get your perfect fit.
• •Elegant, timeless, and made for one body: yours. Forget 'close enough.' Our technology captures your unique measurements to create a dress that fits like a glove and feels like a second skin. Made with zero-waste and backed by a lifetime fit guarantee. This isn't just a dress; it's a statement that you deserve a perfect fit.