The Red Hat Society ---- A Happy Naughty “Rejuvenescent” Group The Red Hat Society ---- A Happy...

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