Archetypes of Style
Definition of ArchetypeAn archetype is an original model of a person,ideal example, or a prototype upon which othersare co...
Archetypes vs. Trends• A trend is for the moment, archetypes are a  lasting part of the culture• Archetypes can gain popul...
Sporty                                            Pop            Why “sexy” isn’t an ArchetypeBombshell                   ...
All-American
Archetype: All-American•  As home-grown as apple pie•  Clear, honest, and good•  Features denim, cotton,   khakis, cargos,...
Archetype: Bombshell•    Hotness with a splash of retro•    Knows her assets and emphasizes them•    Nipped at the waist, ...
Sophistifunk
Archetype: Sophistifunk   •    Often black but never boring   •    Sophisticated with unexpected flare   •    Tailored yet...
Opportunity  Speak directly to your customersby defining, categorizing, editing, and       promoting by archetypes
Cordila Jochimcor@corhouse.com(206) 283-3213Copyright by Cordila Jochim. Not for distribution.
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-A trend is for the moment, archetypes are a lasting part of the culture.
-Archetypes can gain popularity and experience trend moments, however the ultimate expression is still archetypal.
-Customers adopting trends will still remain true to their archetype.

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Archetypes Of Style Slides

  1. 1. Archetypes of Style
  2. 2. Definition of ArchetypeAn archetype is an original model of a person,ideal example, or a prototype upon which othersare copied, patterned, or emulated; a symboluniversally recognized by all.There are approximately 20 archetypes inwomen’s fashion. Each woman embodies about3 archetypes, one of which is dominant.
  3. 3. Archetypes vs. Trends• A trend is for the moment, archetypes are a lasting part of the culture• Archetypes can gain popularity and experience trend moments, however the ultimate expression is still archetypal• Shoppers adopting trends will still remain true to their archetype
  4. 4. Sporty Pop Why “sexy” isn’t an ArchetypeBombshell Blue Blood
  5. 5. All-American
  6. 6. Archetype: All-American•  As home-grown as apple pie•  Clear, honest, and good•  Features denim, cotton, khakis, cargos, t-shirts, cowboy boots, and sneakers.
  7. 7. Archetype: Bombshell•  Hotness with a splash of retro•  Knows her assets and emphasizes them•  Nipped at the waist, full in the chest•  Dresses, dresses, dresses!
  8. 8. Sophistifunk
  9. 9. Archetype: Sophistifunk •  Often black but never boring •  Sophisticated with unexpected flare •  Tailored yet edgy •  Texture over color •  Never overdone
  10. 10. Opportunity Speak directly to your customersby defining, categorizing, editing, and promoting by archetypes
  11. 11. Cordila Jochimcor@corhouse.com(206) 283-3213Copyright by Cordila Jochim. Not for distribution.

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