2. The Craft Kids are a type of sub-group
from the tribe ‘Indie Scenesters’.
‘Knitting, embroidery and crochet have never been so cool –
Craft Kids have learnt their skills from grandparents and friends.
Once a pastime assigned to pre-schoolers or geeks, craft is now
seen as fun and progressive.’
3. Icons!
Arcade Fire
Vivienne Westwood Rita Hayworth
Ed Sheeran
Martha Wainwright
4. These are the type of brands that applies to
this specific group.
This is a chart of media consumption from
our target audience, the ‘craft kids’.
5. Key quotes about the Craft
Kids
* ‘Your house could happily be in the 1950s’
* ‘You prefer to wear clothes you’ve made yourself,
or at least customised’
* ‘Floral print dresses are de rigeur’
* ‘Your iTunes is full of post-war
crooners’
* ‘Your idol is Rita Hayworth’
* ‘You’d love to be studying
* ‘You own a vintage History of Art at Central St
Singer sewing machine’ Martins’
6. Values
Charitable:
• Greenpeace
• NSPCC
• RSPCA
The unavoidable media furore surrounding cheap third world labour
means that some people don’t want to shop on the cheap and be left
with a guilty conscience. Craft is also seen as an antidote to
capitalism, which in the current economic climate is regarded as a
dirty word. Craft Kids are proud and pleased to be part of the new
‘green’ members of society – contributing by skilfully recycling old
items and fashioning them into new ones. Members of this tribe are
more likely to be female – though male crafters are certainly on the
rise – and generally come from middle class backgrounds.
