Vicki Sotiros& Jaimie Crupi

the art of confidence

Vicki Sotiros. Jaimie Crupi.

hypothesis

what if… there was a consumer experience that

connected self-confidence and intimacy?

on the market

trends

community

belonging

self-awareness

definingpersonas

washington square park

population patterns

women

alone women

with

dogs

women

with

others

females

1

2

54

3subgroups

what we saw

doing the research

The lone shopper

2

3

4

seems unapproachable

acts independently

enjoys a private experience

shops alone 1

“I love my friends—and shopping with

them is a ton of fun. But I have to be

honest, sometimes hitting the stores

solo is just what the doctor ordered.

Why? It‘s a peaceful feeling being alone

with your own thoughts sometimes, you

know? ―

The mother/daughter shopper

1

2

3

Build relationships

Seek each other‘s approval

conflicting opinions

“ It (shopping) is a

necessity. Not a

pleasure. This

pleasure is spending

time with my

mom, and that she is

enjoying it. So I enjoy

it.‖

“ When my daughter

comes home from

college we definitely use

shopping as a bonding

time.‖

The social shopper

1

2

3

expressive

goal is to socialize

others‘ opinions are crucial

“For me, shopping with friends is more

about socializing than the actual

shopping, its just another fun thing to

do‖

eureka

“My mother used to have her bras

made for her at a place called Bra and Girdle Factory. She took me there when I was around thirteen, I was measured and they made me a bra. I don‘t know any place that does that anymore.‖

–Ellen Schweber, age 59

memories

nostalgia

relationships

interviews

“The nervousness has gone. Now I like

to take my time choosing between

different patterns and colors.‖ –

Stephanie Hornsby, age 26

“The first time I went bra shopping for myself I

was in Mexico and needed a certain bra for a

party. I went with a bunch of my friends and

was excited to be with them. It wasn‘t about

the shopping itself or how it fit.‖ –Julia

Galeano, age 21

“Me and my mom ran in, grabbed

something, and left. I didn‘t spend the

time and thought I do now when I go

out to buy bras.‖ – Maria

Sinagridis, age 45

the lone

shopper

persona quotes

the

social

shopper

the lone

shopper

shopping experiment

“I spent most of my

time in the section

with all the sexy

lingerie and the

section where all the

push-up bras are.‖

“The store makes me

feel happier, but I

love Victoria‘s

Secret. I love the

Pink sweatpants

and cute travel

bags.‖

Alina Petrichyn, age 21

The user

cognitive map

push-up bras ‗sexy little things‘

PINK!

underwear

cash register

entrance

unrealistic unconsciousunaware

so what?

bespoke concept

“My mother took me to a specialty bra store

for my first bra. I was so scared because I

didn‘t want to wear a bra and I got

measured by an older woman. I was so

uncomfortable even though the bra fitter

was trying to be nice. It turns out that as I

got older I never went anywhere else but

that store to get my bras. I never went to

Victoria‘s Secret because I knew better.

And when my daughter was ready for her

first bra, I took her to a similar store that I

went to. –Emily Susan Myron, 51

“I actually didn‘t go shopping for my first

bra. My aunt was a seamstress and so

she made it for me. She took my

measurements and sewed it herself.‖ –

Kiki Dapontes, age 75

suggested solution

concept

To create a newproduct;lingeriethat evokes feelings of

comfort and sentiment simply through its design.