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Dusty Rose Design
Tie-dye has a long history dating back to at least the 6th century, with dyeing traditions found around the world. It was popularized in American counterculture in the 1960s through musicians like Jimi Hendrix and Janis Joplin. While the hippie movement subsided, tie-dye remained connected to rock music. The video script provides background on tie-dye techniques from countries like India, Japan, and Nigeria. It will include vintage footage and images that trace tie-dye's history and evolution in American fashion and music.
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Dusty Rose Design
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- 2. 2 Table of Contents Contact................................................................................3 ExecutiveSummary.....................................................4 SWOT Analysis..................................................5-6 Website Facelift............................................................7 The New and Improved Website......................8 About Me Page.............................................................9 Online Shopping..........................................................10 Contact/Events.............................................................11 Look Book.............................................................12-18 Photo Shoot.......................................................,20-25 Video Script..................................................................31 Blog/Press...........................................................32-36 Evolution of the New Logo.................................37
- 3. 3 Contact Pamela Arbelaez Hannah Sellers AllieDethmers Lizzy Rosenberg parbela1@ithaca.edu (347) 753- 4170 adethme1@ithaca.edu (845) 544- 5514 hsellers1@ithaca.edu (440) 226-1571 erosenb3@ithaca.edu (203) 644-6774
- 4. 4 Executive Summary It hasbeen 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.
- 5. 5 SWOT Analysis Strengths Weaknesses Dusty Rosehad 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.
- 6. 6 Opportunities SWOT Analysis Dusty Rosehas 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. Threats One 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.
- 7. 7 Website Facelift Implementation Beginning withthe 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.
- 8. 8 The New andImporved Website
- 9. 9 About Me Page Partof 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 in general.
- 10. 10 Online Shopping! Shopping onlinedirectly 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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- 12. 12 Look Book We havesix 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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- 19. 19 Photo Shoot Our objectivein 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.
- 20. 20 Social Media Facebook It’s importantthat 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.
- 21. 21 Instagram Instagram should alsobe 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.
- 22. 22 Pinterest One of theboards 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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- 25. 25 Social Media Calander Images InternationalWomen’s Day Mother’s Day Valentine’s Day Cinco De Mayo Back to School National Yoga Day New Years Columbus Day Fathers Day
- 26. 26 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
- 27. 27 “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
- 28. 28 “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
- 29. 29 “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.
- 30. 30 “Formatted Script.doc” •12/3/15 • 4 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
- 31. 31 “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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- 33. 33 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
- 34. 34 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 lizzyrosenberg1@gmail.com
- 35. 35 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.
- 36. 36 -‐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 lizzyrosenberg1@gmail.com
- 37. 37 Evolution ofThe NewLogo 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