Rastaclat: Community of bracelets

The brand I chose is a brand that is a symbol of positivity for those who dare to move with style. Rastaclat is a unique brand that resembles sneaker laces and carries a message of positivity. I first came across Rastaclat when I was searching for matching bracelets and quickly saw the difference between this brand and others. Unlike typical metal or gold bracelets that popped up on my Google page, Rastaclat’s designs were new, colorful, bold, and when seeing their inventory, they all have a reminder to “Seek the Positive." 

Their message, aimed to “Seek the Positive,” seemed like a nice touch until I came across where they describe themselves as, “Born from culture, worn with confidence. Rastaclat is a connection to the people, moments, and movements. A symbol of positivity for those who dare to move with style.” That’s what made me want to learn more about their brand.  

Rastaclat was founded in Long Beach, California, in 2010 by Daniel Kasidi, who made the first bracelet out of extra shoelaces while in high school. The idea grew into a movement aimed at spreading positivity with clothing. Its mission is to encourage people to spread kindness and confidence via fashion, but more especially among younger audiences. Their value proposition is: they sell more than just bracelets; they sell positivity, individuality, and a connection.

When looking at what people are saying online, I found a mix of comments that are positive feedback and where there is room for improvement.
One user, @danibarland, commented:

I’ve got a pink one with multiple laces. You just have in s/m and It is too small for my wrist... You must have bigger sizes in girls' bracelets.”

This situation is an indication that they could be more inclusive by offering more size options. 

 

Other reviews focus more on the price and quality. On Amazon, reviews said,

  “This was a birthday gift. The quality is the best! Let’s just say they loved it and went ahead and bought more. It is also very adjustable and true to size.”- Alex

            “I love these bracelets because the company represents positivity. They also make really good gifts.”  - Anthony James Brown Jr

            “Nice bracelet, but definitely not worth the price. The metal piece started chipping and losing color a week into wearing it, and eventually just fell apart.” - Troy

            “Love this brand and this bracelet!” - Trenda 

Rastaclat has also gotten attention for its brand collaborations, including partnerships with Disney, the NBA, and NASA. These collabs build excitement for their products and attract audiences while expanding.

On Instagram, Rastaclat has nearly 400K followers. They post high-quality photos, motivational quotes, and images of lifestyle images. They post about four times a week. Engagement is low, with a few likes and a few comments per post. They occasionally reply to comments, more when users tag them, but I think they could engage more directly to strengthen their fanbase.

Their biggest marketing challenge is staying relevant while also expanding to make more products besides bracelets. They’re trying new things like accessories and apparel, but they're playing it too safe by not trying new products faster and with more marketing options.

If I were Rastaclat’s brand manager, I would run a TikTok campaign with their slogan. Customers could share how they “Seek the Positive” in everyday life, just like Red Bull builds stories around its “Gives You Wings” slogan. This would make their message more interactive and relatable.

This assignment made me learn that marketing is more effective when what you sell is more than just selling a product, but instead selling a message and a feeling for the consumers. Rastaclat does this by focusing on positivity and community, not just bracelets. Their success, like many other companies, is that when a company can connect to people on a personal level, it can find success.