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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. About RHS. Symbol. Structure. Development.

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

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  1. The Red Hat Society ---- A Happy Naughty “Rejuvenescent” Group Dan，AshishDesign Research Studio 06’Winter

  2. Introduction of Red Hat • Research Methods • Research Results • Summary

  3. Origin About RHS Symbol Structure Development • 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 greetmiddle 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” When I am an old woman I shall wear purpleWith a red hat which doesn't go and doesn't suit me.And I shall spend my pension on brandy and summerglovesAnd 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 bellsAnd run my stick along the public railingsAnd make up for the sobriety of my youth.I shall go out in my slippers in the rainAnd pick the flowers in other people's gardens . . . --- Jenny Joseph,1961

  4. Symbol About RHS Origin 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.”

  5. Structure About RHS Origin Symbol Development • 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

  6. Development About RHS Origin Symbol Structure In April 2005there are about one million registered members in forty thousand chapters in the United States and twenty-five countries. Publications: Web Community:

  7. 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

  8. Research Methods • Questionnaire Survey: • to validate our findings(Thanks Craig & Andrew!!!) • a set of 22 attitude statements + 5 open essay Qs • We used Likert Scale: they were asked to express agreement or disagreement on a five-point scale.

  9. Research Result Sample population 11 random responses Age Range:49-90 2 widows 3 Queens 1 Pink hat

  10. Research Result

  11. Mindmap

  12. Research Result Type I: Queens Lisa, 70 years old Previous Occupation:real estate agent Family:2 Kids, 4 grandchildren Reasons 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 “

  13. Research Result Type II: Higher Educational Attainment Group Lucy, 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

  14. Research Result Type III: Happy Widow Rebacca, 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…”

  15. Research Result

  16. Summary 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

  17. 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)

  18. Summary • What they getin 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

  19. Summary • 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

  20. Market Chances Clothes, Gifts, Footwear, Hat, Jewelry, accessories, Home Gourmet, stationery…

  21. Available Red HatProducts Hats!!Need more and more! Apparels Dressup Red hats Pink hats Birthday Hats Jewelries Hat Accessories!!! Accessories Flower Pins Hat Stand Feathers Fancy Hatted Gifts! Foot wears License plate

  22. Red Hatted Ladies in San Francisco

  23. “Red Hat Sea” in airport

  24. Crange Empire Railway museum, CA

  25. UK Red Hat Parade

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