User blog comment:RinKurosawa123/Brand/@comment-30498997-20160827095447/@comment-30498997-20160827105621

This. I suppose they choose to apply "Theme" on AiStars because:

1) Many brands died out after their main users didn't become main characters anymore. Futuring Girls, Spicy Ageha, and Happy Rainbow didn't have much use in Akari Gen. Their fate still better than poor Swing Rock, Bohemian Sky, and Retro Clover, though.

2) BANDAI simply run out of ideas making so many designs with a specific theme. With AiStars' "Theme", they can release 2-3 coords for every theme. With brands, though, fans were expected them to make more than five coords (albeit not limited to be released in one collection).

3) Some coords  have a similar theme with  other brands with the same type. Dreamy Crown's Thumbelina Bouquet has flower theme which also a main theme for Aurora Fantasy. Some of Sangria Rosa's coords have many gems in them which reminds me of Love Queen / Love Moonrise coords, and last...

4) Bandai want to give us excitement of guessing what kind of theme will we get later XD