Trendy
The Trendy also tend to be a bit younger (1.5 years); 90% have a college degree and over 40% have a Masters, MBA or Ph.D. Compared to the Unique, this LifeStyle is more likely to follow a new trend than to set it. They like things and places that are already somewhat in demand. They expect sales personnel to give them these insights. They expect travel agents to have better information than the travel publications. This means that they often pay a premium for exclusiveness. This pattern reflects their basic LifeStyle motives: They try to balance being “unique” with having things that “are in demand.” They will admit this is neither economical nor practical. But then, they are proud of what they have and have done, and who cares about the rest.
| LifeStyle II-1-e |
Important |
Less Important |
| Drivers |
Unique, In Demand, Craftsmanship, Precise Specs, Pride of Ownership, Good Taste |
(Economical, Practical) |
| Apparel |
High Trend-setting, elegant styling; High frequency of shopping; average rate of changing brands
Annual spend:$3800 |
(Price, Comfort) |
| Automotive |
Legendary brand, innovative engineering and extended warranty ; frequent buyer (every 2-3 years) 2.3 autos in household |
|
| Beauty |
Convenience |
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| Financial Services |
Average rate of change of advisors; Uses Brokerage , full range of services, Very large; Respond in a timely manner, tailor solutions to my needs |
(Investment Management; Retirement Solutions) |
| Leisure Travel |
Golf, horse racing, motor sports; Exclusive; socially interactive; casual; safe organized;
Annual spend $13.8K per year |
(Physical, Highly Rated by Travel Pubs) |
| Channels |
Highest overall Channel Score. Significantly more likely to research and buy over the internet. Convenience and location are even more important than service. |
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| Service Expectations |
Expects high levels of personal services in most situations (financial services, beauty, retail apparel) |
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| Media |
Word of Mouth, Forbes, Food and Wine. Relies on Professional Associates for auto Word of mouth; relies of newspaper for auto and financial services info but not for travel. For travel relies on travel agent |
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