2. 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

3. Introduction of Red Hat Research Methods Research Results Summary

4. Origin SymbolStructureDevelopment About 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”

5. Origin Symbol StructureDevelopment 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

6. OriginSymbol Structure Development About 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

7. OriginSymbolStructure Development About 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:

8. Research Methods -Fieldwork: We interviewed the Chapter Purple Peacocks at their Monthly Gathering Dinner on Feb 11 th and the Queens’ Meeting on Feb 13 th -Initial Understanding : Description: Fun, Family, Social Connections, Friends, Sharing, Satisfaction, Dressing up, Looks, Travel, Technology, Shopping, Reading, Exercise, Adventure, Parades, Driving, Fast Cars, Cameras

9. 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.

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

11. Research Result

12. Mindmap

13. Research Result 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 “ Type I: Queens

14. 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

15. 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…”

16. Research Result

17. What do they feel about growing old -ves wrinkles mobility issues body aches, medication loss of youthfulness, stamina +ves Nothing life is a treasure and age is just a number grand/ great grand children so much to do, so little time freedom to do whatever you want, whenever you want enjoy the body shape and hair color wisdom and knowledge that comes with growing old Summary

18. 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

19. 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

20. 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

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

22. Available Red Hat Products Hats!! 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

23. Red Hatted Ladies in San Francisco

24. “Red Hat Sea” in airport

25. Crange Empire Railway museum, CA

26. Red Hat Parade UK