By Edward M. Bury, APR (aka The PRDude)
As all strategic public relations professionals know, conducting research drives communications plans. Primary research, or the studies you conduct yourself — can and should — offer insight needed to craft a plan that helps realize realistic goals and produce measurable objectives.
The purpose, of course, is to craft a plan to build greater awareness for and acceptance of hipsters and hipsterism in and around my humble Chicago neighborhood of Avondale and its sister ‘hood, Logan Square.
After extensive study, actually just looking around at people, I’ve identified these three key hipster traits:
1. Fixies. Or, to be precise, a fixed-gear bicycle. Every self-respecting hipster rides a fixed gear bike, or some derivation thereof. Breaks, gears and comfort are for nerds. Accoutrements include a stylish messenger bag and helmet color-coordinated to the bike. Alternatives to the fixie: An Uber or Lyft app on the iPhone 6, Divvy membership and unlimited ride Ventra card.
2. Tats. Self-explanatory, but with some provisions. Hipsters opt for more subtle placement of ink on their bodies, although I’ve witnessed some with a full sleeve. And never will a hipster let the tattoo artist work on hands or neck; that can hurt, I’ve been told. As for designs, most prefer stars or other celestial objects and Japanese or Sanskrit messages that translate to phrases like “love, truth and identity.”
3. Fedoras. Every self-respecting hipster dons a fedora at some point during the week, especially when off to dine at restaurants that charge $13 for a bowl of soup and feature entrees made with lots of bone marrow (whatever that is). Why a hat my father once wore has become the de rigueur hipster dress accessory today remains a mystery. Perhaps a fedora helps hide a premature bald spot better than a baseball cap.
Now kind readers, let me know if my casual research is on target with identifying today’s hipster. And, watch for Part 2, where I point out some places in the neighborhood where hipsters are known to congregate.
How do I know where to look? Fixies, tats and fedoras will show me the way.
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Want more on Avondale and Logan Square? Here are some other posts to consider.
- A July 2011 visit to the Logan Square Farmer’s Market.
- A May 2014 commentary on the pending closing of Hot Doug’s “sausage superstore” and its impact on Avondale.