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1. Trendy, fashion-conscious, and are particular about what they do or what they buy.
2. Independent, with a strong focus on originality. They are also adventurous and want
to be the first or pioneers: the earliest to experience the latest excitement.
What are their behavioral traits?
3. Pay more attention towards "Self" and less to the "Significant Other" or the family.
Married couples are also setting a fairly big proportion of their incomes on themselves
or their home rather than their kids. This is relatively different during the past decades
when saving for children's education and providing for them till they got married is
important. The New Mindset reflects this new group of customers' reaction towards
retail and spending.
4. Spend more time shopping and grooming while saving less.
5. Emphasize less on Brands. Prefer creativity, style and quality. Like to be
asked: "Hey, great bag. Where did you get it?" Hence, it is not about brand
recognition or big flashy logos, but rather the uniqueness of the product or
its wow factor.
6. When choosing brands, tend to go for "Creative Luxe" such as Vivienne
Westwood
rather than mainstream luxury labels such Louis Vuitton or Chanel.
7. Like bargains (as with any shopper) — bargains are not primarily price factors,
but those purchases that have been "discovered" and are unique.
8. Distinguished by confidence. He/She is his/her own stylist! Willing to explore, and
mix & match to be different. Expressive both in personality and in style.
9. Very lifestyle-conscious. Food, sport/fitness, music, travel, nightlife together with grooming, Botox treatments, iPhone… are essential, and finding the time for them is always a challenge!
10. Recognition and ego — for all their effort, they feel they deserve recognition from friends, associates, and society. They also like to be served "intelligently".
11. Living young and staying forever young. Mothers and daughters appear like "sisters" and they share wardrobes, accessories and jewelry.
12. They are grooming themselves and living their life back a few decades. Netizens are, for example, sometimes posting in social networks their age younger by at least 5—10 years, invariably creating a young @ heart generation.
13. Appreciates creative elements, accepts artistic values, the latest innovation and technology.
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