Understated
The Understated LifeStyle shares some characteristics with the Practical LifeStyle. Its members have the 2nd lowest percentage of college graduates and the 2nd highest percentage of self employment. They are also inclined to avoid attracting attention and to be economical. While neither LifeStyle places much importance on brand, the Understated are more discriminating and do seek things that are distinctive and will buy designer labels if they can be had at a good price. In fact seeking “quality at a good price” is a distinct characteristic in the pursuit of automobile or financial services. Any pride in ownership lies more in the quality of the possession than in its display. The Understated are down-to-earth in the leisure interests, too: They are least likely to travel internationally. This is not a LifeStyle that attends to trends and instead tends to keep its quality possessions for a longer time than average.
| LifeStyle IV- 8 |
Important |
Less Important |
| Drivers |
Distinctive; Don't attract attention; Don't cause discomfort, Economical |
(Pride, Purpose, Brand, Avoid controversy Suit my personality) |
| Apparel |
Comfort, Quality; Designer label –on discount
Annual spend:$4970 |
(fun, exciting; less frequent brand change than average) |
| Automotive |
Long term dependability and absolute quality Keeps autos slightly longer (3.7 years) than average 2.2 autos in household |
|
| Beauty |
Quality, shops for items at a price. |
(influence of packaging, product selection) |
| Financial Services |
Charge low fees, provide research I want, perspective that integrates multiple perspectives, solutions comprehensive, Estate Planning trades on-line |
(Private banking, retirement) |
| Leisure Travel |
U.S., lowest percentage of holding passport (73%), camping, fishing, golf, horse racing, horseback, hunting, motor sports, surfing
Annual spend $8,100 per year |
(cultural, fine furnishings, casual, highly rated, beautiful, inspiring, shopping) |
| Channels |
More likely to use catalog than web sites; shops premium stores and factory outlets |
(Internet) |
| Service Expectations |
Moderate |
|
| Media |
Financial Times, Traditional home, Southern Living; enjoys providing financial information; gets financial Word Of Mouth from professional associates |
(Oprah) |
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