The Case of the missing Hand Cream
by Christin Student
1. Adaption to people and symbols
1.1. Encloded Cognition
1.2. Embodied Cognition
1.2.1. Humans don´t think with their brain alone but with their body
2. Missing local aspect in todays world - everything is international
2.1. Incredibly market flexibility and unforseen trends
2.2. Fashion Industry having to plan 18 months ahead in order to serve customers
3. Everybody aspires to be something just a bit different than they actually are
3.1. Aspirations & Desires can be found in teenage girls / boys bedrooms
3.1.1. Increasing insecurities of the young generation, satisfied by a large number of selfies to eliminate unforseen problems
3.2. Changes & Controversy found in every behaviour of young people today
4. Change & controversy
4.1. Toys R Us representing the world of the past
4.2. Sexualized future ecosystem represented by Victoria Secret
4.3. Teddy Bear in the bedroom
5. Escape in imaginary world
5.1. Young people have nothing to believe in anymore
5.2. Selfies to create a world we would like to have, and not what we do have
6. Technology
6.1. Change in everyday products such as creams and lotions - from oil based to water based
7. The Case of Tally Weijl
7.1. European clothing & fashion shop for young teenage girls
7.2. Sitution before change:
7.2.1. Struggeling to position themselves in the market with the increasing market changes and extreme flexibility
7.3. What they wanted to establish:
7.3.1. Create & strengthen brand loyalty
7.3.2. remain novel for decades
7.4. What customers wanted:
7.4.1. to be the stars of their own lives
7.5. What the market provided:
7.5.1. A need to constantly be online
7.5.2. To be conected with friends at all times
7.5.3. To be able to afford the latest fashion and to fit in while at the same time to be a little diferent
7.6. Situation after change:
7.6.1. A lot new customers, because the shop and the concept are based on the demands and behaviour of young girls