Understanding Tapestry Classifications

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Understanding Tapestry Classifications

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1. Understanding Tapestry Classifications LifeMode Groups: 12 summary groups based on lifestyle and lifestage Members share an experience (being born in the same time period, facing the same lifestage, having a certain level of affluence, etc.) Urbanization Groups: 11 summary groups based on geographic/physical features and income Members share a physical location and the traits of that physical location (population density, size of city, proximity to a metropolitan area, etc.) Community Tapestry Segments: 65 groups based on sociographic and demographic composition Considers income, occupation, educational attainment, ethnic origin, household composition, marital/living arrangements, patterns of migration, mobility and communication, lifestyle and media patterns Most distinct level of segmentation.

3. 04 Boomburbs (29%) Younger families with a busy, upscale lifestyle. Median age of 34. Most HHs operate on two incomes; median HHI is $100,000. Product purchases reflect a suburban lifestyle; one of the top markets for SUVs, lawn /garden purchases and casual apparel. Technically savvy; active in golf, tennis and swimming. 14 Prosperous Empty Nesters (12%) Well educated and experienced, residents are enjoying the segue from child rearing to retirement. Median age is 46, median HHI is $64,000. Active physically and financially. Display interest in homes/communities. 16 Enterprising Professionals (10%) Young, highly educated, working professionals. Single or recently married, median age of 32, median HHI $65,000. Lifestyle reflects youth, mobility, and growing consumer clout. Residents go where the jobs are located. Love to travel and exercise, rely heavily on cell phones, PCs and the internet to stay connected.

6. High Society & Upscale Avenues Over 58% of your population falls into the two most affluent LifeMode Groups. Segments are all well-educated and work in professional and managerial positions.

7. Solo Acts Your third-largest LifeMode Group. You deliver in segments 36 and 39. Singles who prefer city life and are well-educated, working professionals. Young, start-up HHs in densely populated neighborhoods. To consider: What are you developing today to keep these residents in Overland Park tomorrow?

8. Senior Styles Tapestry’s largest LifeMode group You over-deliver Prosperous Empty Nesters (younger, more affluent seniors who enjoy travel and often relocate to warmer climates) To consider: As baby boomers age, this LifeMode Group will continue to grow. Other than family, what will keep these seniors in Overland Park?

9. Understanding Resident Lifestyles

10. Understanding Resident Lifestyles

11. Overland Park Resident Habits Many lifestyle choices characterized by higher discretionary income Frequently purchase new apparel for work and play Own “extras” in home appliances and electronics (hot tubs, alarm systems, espresso machines, camcorders, MP3 players, big screen TVs, laptop computers, etc.) Concerned with finances and plan for the future (own stocks, mutual funds, 401K plans) Take care of lawn and garden; make home improvements on an annual basis Shop at upscale and value-oriented stores (The Limited, Nordstrom, Eddie Bauer, Banana Republic, Starbucks -AND- TJ Maxx, Costco, Old Navy) Take family vacations; enjoy theater, museums, sporting events; rent DVDs frequently Eat out frequently at family-friendly and casual dining restaurants (Don Pablo’s, Cheesecake Factory, Red Robin, Chili’s, Outback, etc.) Other: Concerned with politics (both liberal and conservative) Drive SUVs, Hondas, Jeeps, minivans and imports Enjoy reading; drink wine and premium beer Exercise frequently; enjoy tennis, golf, running, yoga Very comfortable online (make basic purchases, plan travel, track stocks) Watch Golf, HGTV, cable news, E!, ESPN

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