RMA Profile of MCM Jacket


Source: http://www.highsnobiety.com/home/the_daily_news/archive/2007/december/21/mcm_varsity_jacket/index.htm

Josh also known as Midnight D, 33 living in New York.

  • Josh is the only child in his well-to-do family. As the only child, his parents would get him whatever he wants. Ever since he was a child, he has been very gifted in sports and music. Throughout his schooling years, he has always been the best athletic in school. Josh has always been in the center of attention and he enjoys being under the limelight.
  • Josh is now a high-profile music producer who had work with hip hop rappers such as Snoop Dog and Missy Elliot and he is also an owner of an exclusive hip hop club. Josh loves the night life. He and his group of celebrity friends are always seen at the latest hotspots. As Josh works in the entertainment industry, he is very conscious of his image and appearance. In order to make sure that he is up-to-date with the latest fashion trends and always looking his best, he has hired a personal stylist and shopper. He loves to accessorize himself with “bling.” He purchases items are flashy that allow him to show off his wealth and attract attention. Josh is always at the gym working out or at his own basketball court shooting some hoops with his friends.
  • Josh owns many houses. Currently, he is living alone in penthouse in upper east Manhattan that comes equipped with its music studio. On nights when he is not out partying with his friends, he would throw a dinner party at his penthouse and invite his friends from high school and college to show off his interior-designed house, widescreen television and surround sound system.
  • He certainly enjoys keeping up to the latest technological trends and is often seen carrying with him the coolest gadgets. He enjoys meeting new people and likes to impress them with his gadgets and sense of fashion. He enjoys being exclusive. Collecting limited edition items could be considered one of his hobbies and MCM Varsity Jacket is one of his latest additions to his collection.

    Four-Pleasure Framework


    • Josh works in the entertainment industry where one’s appearances is of utmost importance. (Need Pleasure)
    • His love for sports did not stop after he graduated from University. He continued to play basketball with his friends.(Need pleasure)
    • He ensures that he is in good shape and always looking his best by hiring his own personal stylist and gym trainer. (Appreciation pleasure)


    • Josh loves and craves to be the center of attention all the time. (Need pleasure)
    • At the same time, he loves meeting new people and impressing them with his rich knowledge of other cultures, languages and musical instruments. (Appreciation pleasure)
    • Therefore, he always hold dinner parties at his penthouse. At the same time, he and his friends would often hang out at the latest hotspot in New York to be spotted by paparazzi.


    • Josh loves to travel around the world because he gets to learn and interact with other cultures. (Appreciation pleasure)
    • Josh enjoys learning how to play new musical instruments. Currently, he is learning to play the chinese er-hu. (Appreciation pleasure)
    • He loves to keep up with the latest technology and gets a thrill from learning how to operate his newly acquired gadgets. (Appreciation pleasure)


      • Josh is someone who knows what he wants in life and has always made all the major decisions in his life.
      • Josh believes in purchasing items that are reflective of one’s stage in life.
      • He is not satisfied with just being a successful music producer. His career goal would be to own his own recording label.

        Product Benefit Specifications


        • Huge user memory
        • Multi-language support function
        • SMS, MMS and email


        • Limited edition.
        • Stunning in terms of its appearances – Bling Bling
        • Can be used as a fashion accessory
        • Slim and lightweight

        Recommended Handphone

        Vertu Signature Diamonds Collection – White Diamonds

        Source: http://vertu.com/en/?

        Platinum Solitaire 210g

        Volume: 78cm3
        Length: 122mm
        Width: 42mm
        Depth: 15.5mm

        High-performance 20mm handsfree loudspeaker
        Coverage in over 175 countries worldwide

        MMS and email
        Multi-language predictive text input
        World cock
        Large User memory: 1000 names in phonebook, 220 calendar notes, 100 SMS
        Multi-language support.


        Visceral – Fossil Veiled
        Fossil Watch

        The design of this watch is sleek and clever. It features a specially electroplated crystal which mimics the breaks in the bracelet and conceals the analog watch face. As such, this watch could double up as a bracelet.

        It does not have other functions except to tell time.

        This timepiece is created by Philippe Starck who is sort of a celebrity in the designing industry. This watch could be worn to show off and used as a fashion statement.

        Behavioral – Adistar GT (Adidas)
        Adistar GT

        It boosts several functions such as shadow race, world time mode and countdown timer. These functions available are useful for the athletic training.

        The Adistar GT is not visually pleasing and it looks kinda cheap to me.

        Adidas is seen as a reliable and reputable brand in the sporting apparels and accessories line. A consumer of this watch would be seen as a serious athletic.

        Reflective – Tag Heuer Microtimer

        On nextag.com, this watch cost around US$4,200. Therefore only consumers with a huge salary are able to afford this watch. This watch is a symbol of social status and it is a great tool for showing off.

        The design of the Tag Heuer Microtimer is simple yet strong which would appeal to the male consumers.

        Similar to Adistar, Microtimer has numerous functions and it boast a remarkable 1/1000th of second precision. However, I personally feel that the user must really study the user manual to make use of all the functions.

        The badly designed item in question is… the metallic and sleek-looking seats that now populate the MRT stations. In case you are one of those fortunate Singaporeans who doesn’t have to rely on public transport to get around, here’s a picture of the seat.


        High leg rest and sloping angle of seat

        Honestly speaking, it is quite aesthetically pleasing but it doesn’t serve its sole purpose – to rest those poor tired legs.

        Users’ feelings towards this thing above

        Jessica aka irritating lovely sister:
        “I think they should be called “butt rest” rather than chairs. They are not very comfortable because it “pushes” most of your body weight on your knees. Whenever I attempt to sit on the “butt rest”, i will end up sliding off it and I have to grip onto the sides so that I wouldn’t slip. It is especially hard when I am carrying heavy stuff.

        My friends would often say that we are better off standing than sitting on that “butt rest”.”

        My mom, woman of few words:
        “I always slide down that seat because it is too slippery.”

        Apparently, one blogger feels the same way about the seat.


        Lesson learnt from the interaction
        Both of them agreed that they are better off standing and putting their stuff on the seat.

        Impression on brand
        One word, “BAD.”

        My reflection on the product and user reaction
        Like others, I also find myself sliding down the seat all the time and holding onto the sides just so that I could stay put. I am sadly equipped with rather short legs so this means that my legs are dangling when I am “seated.”

        Similar seats could be found at bus stops but they are alright because they have “grooves” on the surface which make it less slippery and they come in various heights. It is rather obvious that the designer of this seat didn’t get others to try his/her product or he or she is blessed with very long limbs.

        To end off this post, I am very thankful that these useless seats are slowly getting replaced by normal ones. *hooray*