Me
This is the LifeStyle most people probably think of when they hear the term “life style.” Members of this LifeStyle tend to have the second highest household income and the second highest assets and they are not reluctant to spend. Almost everything is important to them except price. Things and experiences are the way they express themselves and realize their identity. While they say they don’t want to attract attention, they will use perfume more often and buy a new car more frequently than any other. They don’t do this to make an impact. It is just their personality. As you can imagine, Me LifeStyle has high expectations regarding service. Everything is “concierge” from financial services to foreign travel. An interesting atmosphere and fine furnishings are essential to a satisfying environment for the Me LifeStyle. In this LifeStyle everything is about me.
| LifeStyle XI- 10 |
Important |
Less Important |
| Drivers |
Me, brand, Good Taste, ,Suit My Personality, Don’t attract attention |
(Perform. Precise, Economical, Avoid confrontation) |
| Apparel |
High trendy, exclusive, designer label, elegant, sophisticated, express my personality
Annual spend:$5960 |
(sale price) |
| Automotive |
Highest percentage of new autos , high recall of auto ads; keeps auto much fewer (2.5 years) than average; 2.1 autos in house ;tends to be very pleased with auto selected |
(warranty, quality) |
| Beauty |
Highest use of fragrance, designer brand, exclusiveness, service |
(price, convenience) |
| Financial Services |
Understand my needs, develop a personal relationship; high levels of personalized service; tends to be pleased with services provided; financial planning; tax minimization; offer legal and trust, length of relationships (8.4 years) less than average |
|
| Leisure Travel |
Exclusive, Elegant ,Group Oriented, Organized, Dancing, travel with family;, Fine furnishings, spacious accommodations impeccable service, live entertainment; theater, side trips and tours more likely to have timeshare or fractional 2nd home
Annual spend:$9860 |
(rafting, hiking) |
| Channels |
3.2 , store atmosphere is very important |
|
| Service Expectations |
Personal sales assistance in apparel, especially when shopping for designer brands; service is reason to select a store and to return for cosmetics |
|
| Media |
CNN USA Today, Financial Times, Smart Money, Newsweek Health, Cosmo; seeks and provides fashion and beauty information |
(magazines for financial services) |
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