1. Describe Yourself  What are your common characteristics?

2. Demographics  Common characteristics of a group Age Income level Ethnic background Education level Marital status Place in the family lifecycle Gender

3. Age  Can be actual or perceived  30 is the “new 20”  50 is the “new 40”  Grandma is shopping at Charlotte Russe  Baby Boomer – born 1946-1959  Because of the large number of people, they remodeled society  Generation X – 1960’s-1980’s  Generation Y – Echo Boomers – kids of the Boomers  Your generation

4. Income Level  Can be determined by:  Job  Where you live  Who you are related to (family wealth)  Marketers might make assumptions based on:  Your educational level  Your ethnicity  How many people in the household are contributing  What would you assume about a doctor living in Roslyn?

5. Ethnic Background  Used to be easily determined  Now, cultures are mixing  Irish/Puerto Rican  Jewish/Italian  Black/Asian  How does ethnicity affect your purchasing behavior?  Holiday related  Cultural norms

6. Education Level  High School dropout  High School graduate  Some college  College degree  Some graduate school  Graduate school  Post-graduate  Who has the most spending power?

7. Marital Status  Single  Unmarried but living together  Married  Separated  Divorced  Remarried or divorced with significant other  Widowed  Widowed with significant other  What behaviors are associated with single people?

8. Place in the Family Lifecycle  No kids  Small children  School aged children  College bound children  Adult children (the “Empty Nest”)  Divorced and remarried with two sets of children  Grandparents  How is spending different when your kids are in college?

9. Genders – What do they buy?  Males  Sports Equipment, Technology, Cars, Clothing, Sneakers, Alcohol  Females  Clothing, Jewelry & Accessories, Make-up, Cosmetic Surgery, Technology, Personal Care (Nails, Hair)

10. Your Assignment  Choose a demographic to sell to  Age  Gender  Geographic area  Income and Educational Level  Social Culture  Marital Status, Place in the Family Lifecycle  Choose a celebrity that appeals to that demographic as your model/spokesperson  Example: Kim Kardashian for girls  Example: Tom Brady for guys

11. Your Assignment  You will be designing sunglasses for the star and demographic based on the aesthetic of a designer you pair them with Example: Michael Kors shades for Jennifer Lawrence for twentysomethings LeBron James glasses by Oakley for teen boys Describe unique features of your glasses  Paste a picture of it into PowerPoint (or draw it)  Here are some sites you can use for your prototype: Mens: oakley.com/custom or Womens: designyourowneyewear.com  Once you’ve designed the glasses, come up with: A Price, Place where it will be sold Promotional Launch idea http://www.gv2020.org/ or www.neweyesfortheneedy.org http://www.gv2020.org/www.neweyesfortheneedy.org

12. Cool site experience  Ray-ban.com  The virtual mirror  http://www.ray-ban.com/usa/virtual-mirror http://www.ray-ban.com/usa/virtual-mirror  http://www.ezface.com/Press.aspx?selectedItem=Vide oKioskDemo http://www.ezface.com/Press.aspx?selectedItem=Vide oKioskDemo