Archetypes of Style

Definition of Archetype

An archetype is an original model of a person, ideal example, or a prototype upon which others are copied, patterned, or emulated; a symbol universally recognized by all. There are approximately 20 archetypes in women’s fashion. Each woman embodies about 3 archetypes, one of which is dominant.

Archetypes vs. Trends

• A trend is for the moment, archetypes are a lasting part of the culture

• Archetypes can gain popularity and experience trend moments, however the ultimate expression is still archetypal

• Shoppers adopting trends will still remain true to their archetype

Why “sexy” isn’t an Archetype

Sporty Pop

Blue Blood Bombshell

All-American

Archetype: All-American

•  As home-grown as apple pie •  Clear, honest, and good •  Features denim, cotton,

khakis, cargos, t-shirts, cowboy boots, and sneakers.

Archetype: Bombshell

•  Hotness with a splash of retro •  Knows her assets and emphasizes them •  Nipped at the waist, full in the chest •  Dresses, dresses, dresses!

Sophistifunk

Archetype: Sophistifunk

•  Often black but never boring •  Sophisticated with unexpected flare •  Tailored yet edgy •  Texture over color •  Never overdone

Opportunity

Speak directly to your customers by defining, categorizing, editing, and

promoting by archetypes

Cordila Jochim cor@corhouse.com (206) 283-3213 Copyright by Cordila Jochim. Not for distribution.