-A trend is for the moment, archetypes are a lasting part of the culture. -Archetypes can gain popularity and experience trend moments, however the ultimate expression is still archetypal. -Customers adopting trends will still remain true to their archetype.

1. Archetypes of Style

2. Definition of Archetype
An archetype is an original model of a person,
ideal example, or a prototype upon which others
are copied, patterned, or emulated; a symbol
universally recognized by all.
There are approximately 20 archetypes in
women’s fashion. Each woman embodies about
3 archetypes, one of which is dominant.

3. Archetypes vs. Trends
• A trend is for the moment, archetypes are a
lasting part of the culture
• Archetypes can gain popularity and
experience trend moments, however the
ultimate expression is still archetypal
• Shoppers adopting trends will still remain
true to their archetype

4. Sporty Pop
Why “sexy” isn’t an Archetype
Bombshell Blue Blood

5. All-American

6. Archetype: All-American
• As home-grown as apple pie
• Clear, honest, and good
• Features denim, cotton,
khakis, cargos, t-shirts,
cowboy boots, and
sneakers.

8. Archetype: Bombshell
• Hotness with a splash of retro
• Knows her assets and emphasizes them
• Nipped at the waist, full in the chest
• Dresses, dresses, dresses!

9. Sophistifunk

10. Archetype: Sophistifunk
• Often black but never boring
• Sophisticated with unexpected flare
• Tailored yet edgy
• Texture over color
• Never overdone

11. Opportunity
Speak directly to your customers
by defining, categorizing, editing, and
promoting by archetypes

12. Cordila Jochim
cor@corhouse.com
(206) 283-3213
Copyright by Cordila Jochim. Not for distribution.