Professional Documents
Culture Documents
IN 70S Doll became more realistic with more fluidly moving parts Had a more natural look to her appearance Barbie clothing started to follow societies trends Went international with the 1976 Olympics
IN 80S Barbie took on more of a working woman role Followed the trend of women joining the work force out of necessity Took on more empowered job roles Strengthened international lines by creating ethnic Barbie's Aided in equality among all Barbie followers
IN 90S Introduced talking Barbie Created a life sized Barbie for children to play with Introduced Barbie merchandise Collecting and displaying Barbie Dolls became prominent Barbie Summit brought together children from all around the world
IN 2000S Launched Barbie.com On-screen debut in animated films Barbie remained the #1 selling girls brand in the world Out sold competitors 2 to 1 with $3.6 billion in sales
MENTAL MAP
Gift Accessories Style Attractive Design
Pink
Fashion
Barbie
Childhood Girlish
Well groomed
Imagination
Wardrobe
CBBE Model
RESONANCE
JUDGEMENTS
FEELINGS
PERFORMANCE
IMAGERY
SALIENCE
BRAND SALIENCE
Most popular fashion doll in the world.
PERFORMANCE
Made of molded polystyrene and plastic (for hair) 11 1/2 inches tall with 4 3/4th inch bust, 3 inch waist and 3 1/4th inch hip. Black eyeliner Pearl earrings Extensive wardrobe Soft skin tone
IMAGERY Icon of American culture Representation of lifestyle Role model Independent and self reliant girl JUDGEMENT Best girl doll Trend setter More realistic feel
FEELINGS Inspiration Collection RESONANCE Extremely loyal High repeat purchase Attachment
BRAND MANTRA
BRAND FUNCTION Doll DESCRIPTIVE MODIFIER Fashion EMOTIONAL MODIFIER Imagination/Inspiration Statement- The most popular fashion doll who inspires young girls to become independent and self reliant.
POINT OF PARITY
ATTRACTIVE PART OF CHILDHOOD
POINT OF DIFFERENCE
ADAPTABILITY EVER CHANGING STYLE FASHION STATEMENT CARRER DRIVER BEST BUDDY
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