Unique
Tend to be a bit younger (4 years) and more likely to have kids. Fewer of them got advanced degrees. This combination may be the reason they have not accumulated the assets levels of some of the other LifeStyles and why they say they have a high need for financial planning services. Perhaps it is their youth that causes them to be interested in having fun and being sophisticated. They stay ahead of trends by consuming a lot of media, and are influenced by it. They are not particularly motivated by price, shop most frequently (and spend more) at branded specialty stores. Service is important to them. Although they shop at branded stores, particular brands are not important to them. They change brands (and cars) more frequently than most others. They are not trying to make an impact or show good taste. They value exclusivity. They create their own style. That’s what you do to stay unique.
| LifeStyle I-3-i |
Important |
Less Important |
| Drivers |
Are Me, Precise Specs, Practical , Don’t Make Me Self-Conscious |
(Brand, Impact, Happy, Avoid Controversy) |
| Apparel |
Trend-setting, Styling, Sophisticated, Classic , fun, exciting in-store, Service, selection; changes brands more frequently than the average.
Annual spend: $5600 |
(Price, Comfort) |
| Automotive |
Exclusiveness, striking exterior, aesthetically appealing appeal to all my senses, luxurious comfort, legendary brand 2.3 autos in household; buys slightly more frequently than average |
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| Beauty |
Highest use of face and make-up products; selection, quality, featured in a magazine |
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| Financial Services |
Financial Planning; Have a very respected reputation; Independent Research; Overall highest needs in Financial services Average length of relationship is 10 years |
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| Leisure Travel |
Mexico, Europe; shorter trips, Spa, Theatre Boating/cruises; wines and dining Cultural, Art Museums, Shopping and Side Trips , Inspiring, Sophisticated Relaxing, highly-rated, Exotic, Romantic, Socially interactive; Private, Exclusive, Organized; Impeccable service.
Annual spend: $14,200 |
(Camping) |
| Channels |
Use internet to research and buy apparel and to research travel; high spend at branded specialty shops |
(Direct Sellers) |
| Service Expectations |
High levels of personal service in financial; Moderate personal sales assistance in retail; does not use a personal shopper ; service and product selection are reasons to return |
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| Media |
Magazine articles, word of mouth from co-workers, friends very important; enjoys giving and receiving beauty information; highest magazine in almost all categories including fashion and beauty; high in Dining (e.g., Cooking Light, Gourmet), Entertainment (e.g., Entertainment Weekly), Life Style (e.g., Martha Stewart, Cosmo, Vogue); Men’s Health, W; Money (WSJ); Travel and Leisure |
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