Craft kids
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Transcript of Craft kids
![Page 1: Craft kids](https://reader035.fdocuments.in/reader035/viewer/2022062300/558673f7d8b42ae16d8b45d5/html5/thumbnails/1.jpg)
Craft Kids
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‘Knitting, embroidery and crochet have never been so cool – Craft Kids have learnt their skills from grandparents and friends. Once a pastime assigned to pre-schoolers or geeks, craft is now seen as fun and progressive.’
The Craft Kids are a type of sub-group from the tribe ‘Indie Scenesters’.
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Icons!
Rita Hayworth
Martha Wainwright
Vivienne Westwood
Arcade Fire
Ed Sheeran
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These are the type of brands that applies to this specific group.
This is a chart of media consumption from our target audience, the ‘craft kids’.
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Key quotes about the Craft Kids
* ‘Your house could happily be in the 1950s’
* ‘You prefer to wear clothes you’ve made yourself, or at least customised’
* ‘Floral print dresses are de rigeur’* ‘Your iTunes is full of post-war
crooners’* ‘Your idol is Rita Hayworth’
* ‘You’d love to be studying History of Art at Central St Martins’
* ‘You own a vintage Singer sewing machine’
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Values
The unavoidable media furore surrounding cheap third world labour means that some people don’t want to shop on the cheap and be left with a guilty conscience. Craft is also seen as an antidote to capitalism, which in the current economic climate is regarded as a dirty word. Craft Kids are proud and pleased to be part of the new ‘green’ members of society – contributing by skilfully recycling old items and fashioning them into new ones. Members of this tribe are more likely to be female – though male crafters are certainly on the rise – and generally come from middle class backgrounds.
Charitable:
• Greenpeace• NSPCC• RSPCA