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Style profiles
The document profiles different style tribes on the world wide web and their jewelry preferences. It describes the Fashion Blogger, Nouveau Club Kid, Sportif, Uber Bohemian, The Un-Bothered, Lady Concrete Jungle, and The Intellectual tribes based on their interests, influences, spending habits and most popular jewelry items. It also discusses the influence of Coachella festival on jewelry trends and opportunities for brands to engage different style tribes through social media.
Style profiles
- 1. STYLE PROFILES THE WORLDWIDE WEB
- 2. –Rachel Zoe “Style isa way to say who you are without having to speak”
- 3. The Fashion Blogger She’s scouringthe streets and Tommy Ton’s photos for style pics so she can post it on her Instagram as if she found it #first. Her buzzword is TRENDY CHIC
- 4. • Her favesites are style.com, garancedoré.com, Net-A-Porter, Refinery 29 & Pinterest • She makes up a large part of the 64% of social shoppers on the web • She makes up a large part of the 27% of fashionistas who shop for costume and special occasion jewelry on Pinterest
- 5. A new social shoppingapp called, The Net Set
- 6. Net-A-Porter Jewelry onPinterest
- 7. • She spends>$100 on jewelry because she needs to show her fashion status • According to sources the most popular items for this girl are silver hoops from Michael Kors (12124 likes) an Eros Ear Cuff (9526 likes), and a Kate Spade Bow Bangle (12239 likes) • She shops curated capsules such as the Garance Doré collection at Net-A-Porter
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- 14. Erickson Beamon WhiteHouse / Black Market
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- 16. Nouveau Club Kid She mayor may not be 14 but her style is all pop and whimsy. If she can’t make up a colorful story out of it, then she doesn’t want it. Her buzzword is: Whimsy
- 17. • Her favesites are asos.com, etsy.com & tumblr • Her biggest influences are from present pop culture, 90’s pop culture and Japanese culture • Her age ranges from very young to mature adults however the former wears whimsy on their body and the latter will use whimsy in other areas of their lifestyle.
- 18. • She spends<$50 on jewelry because she is young and/or not concerned with status. • According to sources the most popular items for this girl is a gold “secret” chain necklace, the aqua glowing heart bracelet, and shamrock earrings.
- 23. Solange Azagury-Partridge Sabrina byAra Vartanian
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- 25. Sportif She lives andbreathes in all synthetic fabrics. She’s active and has a high tech look. Everything must have a function. Her buzzword is: Ath-Lesiure
- 26. • Her favesites are ssense.com, Stella McCartney for Adidas, Y-3 and Net-A-Sporter • Her biggest influences are Alexander Wang, Nike and films like Divergent. • Her age ranges from 28-40. She's very active and spends most of her time engaged in an activity or finding the most edgy items on the web. She prefers silver to gold.
- 31. • She spends>$100 on jewelry because she is wants new technology and trends first. • According to sources the most popular items for this girl is a black full finger ring from Farfetched (3264 likes), a wearable tech ring from Ringly (featured in 500 news publications), and a Rebecca Minkoff Bluetooth bracelet.
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- 35. Uber Bohemian She’s not afraidof color and embellishment because it’s a part of her DNA to be adorned. She looks for earthy wares but also loves luxe and labels. Her buzzword is: Adorned
- 42. Overstock Max &Chloe
- 43. • Her favesites are Etsy, Pinterest, and culture specific celebrity and hair/makeup blogs • Her biggest influences are Nicole Richie, Solange, FKA Twigs and Indie Soul musicians and bands. • Her age ranges from 18-40. She's a “naturalist” and loves “ethnic” styles but she’s obsessed with color and texture.
- 44. • She spends>$100 on authentic jewelry because she loves to layer on jewelry to create interesting color combos and textures.. • According to sources the most popular items for this girl is a colorful set of chandelier earrings, a gold stackable “Om” bracelet from Alex & Ani, and a colorful bib necklace.
- 46. The Un- Bothered She doesn’twant to be called a hipster. She wants to act like she’s above fashion when actually her wardrobe is very curated. Her buzzword is: Normcore
- 47. • Her favesites are Pitchfork, Opening Ceremony and Etsy Vintage Her biggest influences are Kristen Stewart, Agyness Deyn and Zoe Kravitz. • Her age ranges from 18-34. She likes to maintain a haphazard look, often mixing seasonal dressing and ironic looks.
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- 55. • In almostevery hipster area on the U.S. the same jewelry items are being shown. Along the lines of the “Dogeared” brand, hipsters are flocking to the tiny gold jewelry that can be used to put in multiple ear holes or stacked onto fingers to take up space.
- 56. COACHELLA • Coachella isthe most influential event in the world for individuals who want the ‘bohemian’ and ‘unbothered’ look. • The event is one of the only events in the world where buying and wearing jewelry is a major part of the dressing. As one can imagine, the amount of photos taken and posted is massive. • The memories of the concert goers is paramount and are shared via social media at an alarming rate. • There are over 2 Million images on Instagram with the hashtag #coachella • There is a huge opportunity for Pandora to become one of the memorable moments of Coachella for concert goers and those who celebrate festival season through a specific style of dressing and who may not even go to concerts. Crowd Sourcing Uber Bohemian & The Unbothered
- 71. Lady Concrete Jungle She livesand breathes the urban cities of the world. She’s a minimalist and often has effortless and un- compromised style. Her buzzword is: Minimal
- 76. • Her favesites are ssense.com, Barneys, and The Man Repeller • Her biggest influences are Victoria Beckham, Solange, FKA Twigs and Indie Soul musicians and bands. • Her age ranges from 21-45. When it’s time to add “color” she considers white instead of her usual black accessories.
- 77. • She spends>$100 on authentic jewelry because she loves to layer on jewelry to crete interesting color combos and textures.. • According to sources she “likes” all black looks on social media the most,
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- 79. The Intellectual She dressesfor power. She’s smart and very much pulled together. Jewelry is a part of her family’s estate. She chooses carefully as to what value to add to her wardrobe. her buzzword is: Power
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- 88. • Her favesites are InStyle.com, Huffington Post, Alexis Bittar, John Hardy & Tory Burch • Her biggest influences are Amal Cloony, Cate Blanchett, Kerry Washington and Olivia Palermo. • Her age ranges from 18-45. She's a follows the brand curated trends yet keeps it very classic and focused on clean lines and muted details.
- 89. • She spends>$250 on authentic jewelry because she considers the perfect jewelry looks that work well from day to night. • According to sources, for Spring 2015, she is most interested in monochromatic looks and looks that make sense for her career as well as looks that are chic to wear on air planes.