DESIGNER

Apollo Bell

PROFILE/DESCRIPTION

Rit Dye, founded in 1916 shortly before World War I,America had just got cut off from its primary source of dyes in Germany. Charles Huffman began experimenting with fabric dyes to use at home. Huffman named his new product Rit in honor of a friend, Louis L. Rittenhouse. The dye is a well-known timeless American brand offering fabric and wood dyes for household use. Its range includes solid and powdered dyes, known for being easy to use and versatile. Rit Dye's mission is to inspire creativity and individuality, empowering consumers to customize their clothing and crafts. The company values sustainability, diversity , and  a creative workplace.

The target market is in Manhattan, New York (Zip Code 10017) in california,  this area is known for its diverse fashion scene and trend-conscious residents. The focus group  is on 18-30 yrs, who are typically trend-conscious, socially aware, and active on digital platforms. This group seeks unique, customizable fashion statements that reflect their personal style and values. 

 

Brand Advantages:

• Easily Accessible
• Well-Known
• Timeless
• Versatile

 

• Brand Attributes:
  
  
  • Sustainable
  • Good Reputation
  • Familiar
    
     
• Brand Experience:
  
  
  • Easy to Use
  • Reliable
  • Satisfied 
     

GOALS

The goal of this Ad is to inspire people to add color to their wardrobes by customizing clothes with Rit Dye. The campaign aims to encourage influencers  to set trends with Rit Dye and promote a sustainable, personalized fashion movement through social media like tik tok and instagram. The goal is to get more consumers not only to buy and use dye but to get more people to find a personal style and sense of self  through clothing.