Page 17 - BrandBookDSM_EN
P. 17
TRUTH 2 TRUTH 3
They naturally retain the spirit Staying true to themselves
of their youth. is their way to exude confidence.
They feel 40 years young. They don’t feel like they They use fashion to look good and feel confident.
are “middle-aged” and don’t want to be pigeonholed They will never alter their identity and values for
as such. They consider themselves in the prime the sake of fashion and trends. When dressing up,
of their life and feel as vibrant and young as they they are well put together but never overdone.
have ever been. They like that fashion has become They always listen to what they feel represents them.
increasingly informal and strive to look just the right They believe their sense of style is best expressed
degree of well put together and casual. For them through realness and authenticity.
it’s not about age, it’s about attitude. They are
ever-blooming, relevant, current, curious, passionate,
compassionate, confident and collaborative.
They have no age.
REITMANS BRAND BOOK 16 CONFIDENTIAL DOCUMENT. DO NOT SHARE OR TRANSFER. FOR INTERNAL USE ONLY.
