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The Red Hat Society
---- A Happy Naughty “Rejuvenescent” Group
The Red Hat Society
---- A Happy Naughty “Rejuvenescent” Group
Dan , Ashish Design Research Studio 06’Winter
• Introduction of Red Hat
• Research Methods
• Research Results
• Summary
Origin Symbol Structure DevelopmentAbout RHS
When I am an old woman I shall wear purple
With a red hat which doesn't go and doesn't suit me.
And I shall spend my pension on brandy and summer glovesAnd satin sandals, and say we've no money for
butter.I shall sit down on the pavement when I'm tiredAnd gobble up samples in shops and press alarm
bells And run my stick along the public railings
And make up for the sobriety of my youth.
I shall go out in my slippers in the rain
And pick the flowers in other people's gardens . . .
--- Jenny Joseph,1961
• The Red Hat Society is a women's organization founded in 1998 by Sue Ellen Cooper of Fullerton, California.
• It began as a result of a few women deciding to greet middle age with verve, humor and élan.
• “We believe silliness is the comical relief of life”
• “Underneath the frivolity, we share a bond of affection, forged by common life experiences and a genuine enthusiasm for wherever life takes us next”
Origin Symbol Structure Development
Color Guidelines:Women 50 and over : red hat, purple outfit under 50: pink hat , lavender outfit
“This adds an element of fun to aging.”
About RHS
Origin Symbol Structure DevelopmentAbout RHS
• The Leader of the chapter : Queen Mum
• Vice-Mother, the Queen Mother's right-hand woman and the mother of vices, so to speak
• Anti-parliamentarian for the one who enforces the rule that there are no rules;
• Barristress for the lawyer in the group;
• Mistress of Anxiety who worries about other members' problems for them
Origin Symbol Structure DevelopmentAbout RHS
In April 2005 there are about one million registered members in forty thousand chapters in the United States and twenty-five countries.
Publications: Web Community:
•Research Methods
- Fieldwork:We interviewed the Chapter Purple Peacocks at their Monthly Gathering Dinner on Feb 11th and the Queens’ Meeting on Feb 13th
- Initial Understanding : Description: Fun, Family, Social Connections, Friends, Sharing, Satisfaction, Dressing up, Looks, Travel, Technology, Shopping, Reading, Exercise, Adventure, Parades, Driving, Fast Cars, Cameras
•Research Methods
- Questionnaire Survey:to validate our findings (Thanks Craig & Andrew!!!) a set of 22 attitude statements + 5 open essay QsWe used Likert Scale: they were asked to express agreement or disagreement on a five-point scale.
•Research Result
Sample population
11 random responsesAge Range: 49-90
2 widows 3 Queens 1 Pink hat
•Research Result
• Mindmap
•Research Result
Lisa, 70 years oldPrevious Occupation: real estate agentFamily: 2 Kids, 4 grandchildrenReasons to Start a RH Chapter: want social life, to build up new friends net-work, Back to active lifestyle, Enthusiasm in various of activities, with family encouragement
“If you can't find a red hat society, you can always start one “
Type I: Queens
•Research ResultType II: Higher Educational Attainment GroupLucy, 69 years old
Previous Occupation: Worked in P&G for 18 years and 3 months and 1 day, Retired 12 years ago, about 40 years old back to school for post-bachelor degree , Family: 2 Kids, Husband (still working)
Finance: Great
Lifestyle: loves to travel, going to parades, meeting people, dressing up for the parties, Hanging out with friends (dinner, shopping)
Recent Activities: Traveled with family to China last year
Reasons to join RHS: to fill in blank time
•Research ResultType III: Happy WidowRebacca, 80 years old this May
Family: current “busy”,8 children, Taking care of her 91 year-old sister in nursing home, Live alone
Lifestyle: Sleeps well, “left foot” driver, Mercy exercises’ group (do exercises twice a week), Paints porcelain pieces with friends (for family), Travel often
Reasons to join RHS:
To meet more new people, to be busy and active, laugh
“Enjoying Life!”
“Nothing to worry about…”
•Research Result
What do they feel about growing old -ves wrinkles mobility issues body aches, medicationloss of youthfulness, stamina
+ves Nothing life is a treasure and age is just a number grand/ great grand childrenso much to do, so little timefreedom to do whatever you want, whenever you wantenjoy the body shape and hair color wisdom and knowledge that comes with growing old
Summary
What they want
* Better health * Better working products (vacuum cleaner, lawn mowers )* Grateful children * Weekly Maid service, cleaning staff, Robot service* Relaxation (Spa, walk in bath tubs)* Treasure their memories (photos, scratch book)
Summary
Summary
What they get in the RHS
•Social Connection * Self-validation, social validation* Be a woman, Be a girl* Support/ Help each other* The “excuse” to buy more (jewelries, clothes)* The chances to dress up, to be attractive* Relaxed from burdensome/ serious life* Meet new people* Active lifestyle* Share
Interesting Findings:
[1]. Unhappy with physical declination, but few exercises
[2]. Shop on-line, although without good computer skills
[3]. Not willing to try new brands, but tend to buy fancy gifts, small consumer products
[4]. Time is not enough, but finding more activities to fill in blank time
Products opportunities?!•The ball vacuum cleaner, Robot Vacuum
http://www.dyson.com/extras/theball/default.asp?sinavtype=menu
• Sleep Number Bed
Summary
Market Chances
Clothes, Gifts, Footwear, Hat, Jewelry, accessories, Home Gourmet, stationery…
Available Red Hat
ProductsHats!! Need more and more!
Red hats Pink hats Birthday Hats
Fancy Hatted Gifts!
Foot wears
Accessories
Jewelries
Apparels Dressup
Flower Pins Hat Stand Feathers
Hat Accessories!!!
License plate
Red Hatted Ladies in San Francisco
“Red Hat Sea” in airport
Crange Empire Railway museum, CA
Red Hat Parade
UK
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