4. the challenge how do we reconcile a product which has a design language that is childlike, with a target audience comprising of mature,grown-up girls??
5. the starting point for our enquiry what larger movement does our product belong to? once we identify that we can detect a behavioral pattern if any
6. what fashion language does this collection of bright colors belong to? Cute culture The birthplace of which is a country 5 yrs ahead of the rest of the world Japan….where it is called “kawaiibunka” Today, however cute culture has spread across the world
7. Hello Kitty – a rage amongst Japanese women(not teenage girls)
8. Nissan Pino A small car marketed to women as a cute accessory
13. but why? What is it about these cultural phenomena and this bright, cutesy visual language that makes even adults girls and young women veer towards it? The answer to that lies in the insight
14. the insight As much as teenage girls want to grow up into young women of substance there are also phases when they don’t want to and instead want to revel in their adolescence.
15. the peter pan syndrome almost like the young woman who never grew up and enjoys that state of mind act adolescent, act giggly, act illogical
16. The proposition/creative brief should make this entire behavior and it’s expression among girls a celebrated cause A rallying cry for young girls and women
