Page 15 - BrandBookDSM_EN
P. 15
TRUTH 1
They seek validated trends
in order to fit in.
They understand trends, they are open to them, but
they will only adopt a new one once they have seen it
vetted, tested and contextualized among their peers.
Items they see become part of a mental catalog for
what is considered “appropriate.” This framework
evolves over time. In the end, they don’t dress to
impress or to stand out. Instead, they seek looks that
flatter their true selves. They don’t define themselves
as trendsetters or trend followers.
REITMANS BRAND BOOK 14 CONFIDENTIAL DOCUMENT. DO NOT SHARE OR TRANSFER. FOR INTERNAL USE ONLY.
