DMC, which has been selling fabrics, thread, and yarn for creative purposes for over 270 years, came to us looking for ways to increase their margins as pressure mounted in their wholesale business.
Our solution for DMC involved creating an entirely new D2C brand. This strategic decision would diversify their distribution channels and provide them with increased control over their margins, while allowing them to increase their brand awareness and reach more customers.
Enter Commonthread, an entirely new brand. We developed everything from the name, to the brand mark, and all facets of the new brand’s creative.
Moreover, we developed a year-long calendar leading up to the launch of the brand, which included overseeing the new website’s creative, spearheading photo shoots and creative direction, and developing all creative assets for social media and email marketing. We also oversaw influencer marketing: sourcing the right brand ambassadors, finding unique methods for them to drum up excitement around the new brand, and developed innovative ways to include them in our marketing materials.
With their new brand, Commonthread, DMC was able to catapult ecommerce distribution from 1% to 11% of its overall US sales in just one year, vastly increasing the company’s overall bottom line. Moreover, the US pilot convinced three large international markets to follow suit in the next 12 months.