Craft Kids

‘Knitting, embroidery and crochet have never been so cool – Craft Kids have learnt their skills from grandparents and friends. Once a pastime assigned to pre-schoolers or geeks, craft is now seen as fun and progressive.’

The Craft Kids are a type of sub-group from the tribe ‘Indie Scenesters’.

Icons!

Rita Hayworth

Martha Wainwright

Vivienne Westwood

Arcade Fire

Ed Sheeran

These are the type of brands that applies to this specific group.

This is a chart of media consumption from our target audience, the ‘craft kids’.

Key quotes about the Craft Kids

* ‘Your house could happily be in the 1950s’

* ‘You prefer to wear clothes you’ve made yourself, or at least customised’

* ‘Floral print dresses are de rigeur’* ‘Your iTunes is full of post-war

crooners’* ‘Your idol is Rita Hayworth’

* ‘You’d love to be studying History of Art at Central St Martins’

* ‘You own a vintage Singer sewing machine’

Values

The unavoidable media furore surrounding cheap third world labour means that some people don’t want to shop on the cheap and be left with a guilty conscience. Craft is also seen as an antidote to capitalism, which in the current economic climate is regarded as a dirty word. Craft Kids are proud and pleased to be part of the new ‘green’ members of society – contributing by skilfully recycling old items and fashioning them into new ones. Members of this tribe are more likely to be female – though male crafters are certainly on the rise – and generally come from middle class backgrounds.

Charitable:

• Greenpeace• NSPCC• RSPCA