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They created a wardrobe from which each child could choose an outfit to create her own personality for Barbie; therefore they had to develop fashions to coordinate with society's expectations and aspirations.
Barbie was not a success at first. During and after the New York Toy Show its sales were yet to be what Mattel expected. Most of the buyers, used to baby dolls, did not like the new adult look of Barbie. When Barbie was conceived and launched, the doll segment of the toy market was dominated by other companies (Vogue dolls and Ideal Toy &Novelty Corporation).
In order to deal with those two strong competitors, and with the issue of the adult look, Mattel commissioned a toy study by Ernest Ditcher, a famous marketing man at that time...
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