Upper Crust Consumer Segment: Premium Insights by Kentrix

upper crust

LSI (Urban) 01 – ESTABLISHED URBAN ELITE

“The world is our playground”

Wealthy, educated families; attended (inter)national leading educational institutes.

Accustomed to international luxury and quality standards; global mind-set; sophisticated orientations in style and taste.

Self-confident; individual; liberal attitudes; financially secure; highly brand conscious.

Shop for status, not for price; memberships in selected private clubs; outdoor dining; exquisite restaurants.

Opinions
Business / Economics	Wider view, comparing country levels, knowledgeable to global relations
Politics / Future	At times annoyed with the slow, economic growth handicapping political structure
Themselves	Proud, Reflecting, Re-defining
Social Issues / Culture	Multi-cultural, exposed to international culture, very much amongst their peers

Activities
Work	Pursuing careers towards executive / leading management position in international oriented businesses
Hobbies	Arts / Music with knowledge of the domains, international brands’ events
Social Events	Sophisticated vernissages, concerts / high class festivals (food, drinks)
Vacation	International Destinations Lovers
Entertainment	Fine Dining, High Class Shopping, High Society Social Clubs
Club Membership	Prestigious, well-known Clubs, where being a member is self-evident amongst their peers
Community	Open towards various religious / ethnical communities – high class society “restricted”
Shopping	International Brands, rather distinct brand-image than bulk-image
Sports	Golf, Polo, personal fitness activities – mainly in clubs cut off from the outside world
Mobility	Easily two+ cars in the family, focused on international branded comfort, flying across countries praising special treatments

Interests
Home	Well-assorted individual items from across the world, keeping home a decent, not congested place with individual, high-class brands.
Job	Based on their education completed in reputed colleges / universities, very ambitious to achieve higher management levels
Community	Not necessarily participating enthusiastically in all community activities. At times feeling the conflict between traditions “here” and cosmopolitan life “there” (basis their international exposure). However interested to mingle with similar people from the same community
Recreation	High Class Clubs, Spas / Hotels, Individual treatments, etc.
Healthcare typology	The Sovereign: Elite education and significantly upper income, Alternative medicine, Prophylaxis and physical exercise (gym, yoga), Health Internet Surfer
Fashion	Conscious about reputed international brands, related to their origin
Food	Health-conscious, multi cuisine; costing does not really matter, avoiding mass products and eating places
Media	Specialized (international topics) magazines: travel, fashion, décor, design, etc. As welcomed change gossip magazines. Very focused economy / business sector magazines
Achievements	Competition feels natural and not a burden – even looking out in executing hobbies to find appreciation and “trophies”

LSI (Urban) 02 – AFFLUENT URBAN NEW WEALTH

“We are the new cosmopolitan leaders”

Newly arrived, status conscious Upper Class.

Having gained their professional platform and recognition based upon their high-level education.

Ambitious, convinced in their own strength. Developing international perspectives. Striving for the exquisite taste.

Easy to be led in search for top class quality and comfort standards. Memberships in Private Clubs. Outdoor dining, high class restaurants.

Opinions
Business / Economics	Becoming international, adopting the global view
Politics / Future	Increasing awareness about politics / seeing a wealthy future ahead
Themselves	Trusting himself/herself to bring the future life
Social Issues / Culture	Avoiding mass events, looking out for small closed group specials, less time for cultural events

Activities
Work	Very important to them, being “en route” to top level positions, extra efforts and pressure are taken to come to the top
Hobbies	The time left from work is taken for shopping and leisure time activities. Presently not much time to indulge deeply into further sophisticated cultural knowledge and activities
Social Events	‘See’ and ‘To-be-seen’, mingling with the high society crowd
Vacation	Efforts taken to engage into the internationality of high society travelers, yet also lovers of well-chosen domestic destinations, where not the “masses” consort
Entertainment	Fine Dining, High Class Shopping, High Society Clubs
Club Membership	Prestigious, well-known Clubs in town, starting to consort with the top high society, yet conscious about costs and special offers
Community	Still the appreciated rear cover felt while stepping into new social circles: successful business-maker
Shopping	Personal Items will be more of international brands, daily goods / “invisible” items yet still a variety also of quality national brands
Sports	Not very much time to pursue intensively high society sports. Gym memberships to satisfy the need for exercise
Mobility	For practical reasons more than 1 car per family, quality and brand conscious, not necessarily international top class cars. Travels long distances by For practical reasons more than 1 car per family, quality and brand conscious, not necessarily international top class cars.

Interests
Home	Manifesting a presentable upper class image, purchases individual high class items, internationally branded – in transition
Job	It appears to others that he/she “lives to work” – the career is the centre point to achieve the next level living / life standard
Community	“Re-defining” community relations: Looking out for equal ambitious people amongst community peers, paying necessarily not full attention anymore to “Re-defining” community relations: Looking out for equal ambitious people amongst community peers, paying necessarily not full attention anymore to
Recreation	Domestic Retreat destinations, “on-and-off” top class wellness treatments, looking out for special offers
Healthcare typology	The Informed: Academic education level and good income, Health conscious, Preventive care, Wellness focused
Fashion	Conscious about foreign high-class brands, trendy but quality. Highly interested in top brand’s special offers
Food	Being more and more at top class dining outs, looking out for assorted luxurious, international items at home. Exploring high class festivals and restaurants
Media	Specialized (international) magazines: travel, fashion, décor, design, etc. Serious reader of daily newspapers informing on top level
Achievements	Competition feels natural and not a burden – even looking out in executing hobbies to find appreciation and “trophies”

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