Our Targeting & Product Lens Pyramid integrates different market factors which relate to different life & style types
Targeting in the 21st Century has become an extremely complex thing. It constantly defies us marketeers because out in the real world; the term lifestyle has been used and abused by every Tom, Dick & Harry – relegating it to the status of a démodé word. Moreover, it has become one of those annoying has-been things that people say without thinking and probably because it sounds cool to throw it around during a business presentation. Well, these people tend to forget that on the other side of the table, there are others who have to listen to this nonsense… Such repetitive violation of the word has turned it into an extremely vague concept that for your information, has even provoked tizzy fits in the highest circles of the fashion industry!
For this reason and before anybody gets hurt, I thought it appropriate to go back to the roots in order to set the record straight. This has taken me alway the back to Alfred Adler and Heinz Ansbacher respectively. I definitely recommend that you check them out by reading this summary on lifestyle.
Welcome back! Now that you’ve read what Adler’s considerations are about. Then you too will understand that they relate on the one hand, to the sum of life + style + similar needs and wants. Which simply bring forward:-
- The importance and uniqueness of each individual,
- The similarities which exist amongst individuals in the same group,
- The way that social stratification affects the individuality of people within that group of people,
And on the other hand, there is Ansbacher. To him: “three important common properties” need to be present simultaneously. Together, they constitute a type of lifestyle which Ansbacher goes on to define as follows:-
- Possessing a unifying aspect.
- Which evokes a Symbol of belonging,
- Presenting a unique aspect.
- Which is defined by creativity,
- Ensuring an operational aspect.
- Which must be functional and guarantee its constancy,
In both cases, these two legends talk about types of lifestyles. Thus, the word lifestyle alone should not be used to describe a brand, its positioning and worst still, the “look & feel” of a range.
With this in mind, I decided to re-design a “Targeting & Product Lens Pyramid” back in 2008. Since then, it has helped me and the brands that I’ve worked for, to pinpoint the marketing challenges that were before us. A couple of customer success stories later, I’ve finally gotten around to write this article.
The above image is pretty much self-explanatory. Even so, I think that it’s important to point out that we try and breakdown lifestyle types into clusters and hence, avoids old fashioned generalities like: mass-to-mid-to-high-luxury, etc., Thenceforth, our data collection separates target groups into 3 different 3’s, enabling us to merge data as well as to cross-merge it with time if need be. The image identifies these as follows.
The First three are:-
- Nascent City Life (From 15 to 24 years of age)
- Referring to young adults in the midst of finding out what their place in society is,
- Emerging Citadin (From 25 to 44 years of age)
- Referring to adults that are building and customising their city-life and future,
- Established Nomads (From 45 years of age and onwards)
- Referring to Established adults and Seniors with the resources and power to make important investment decisions,
The Second three are:-
- Key Image Establishments
- DNA listings
- Volume Retailers
These in particular, are in line with our 555 Strategy – their sole purpose in life is to stress the fact that: quality sells volume; that less is more and that a selective distribution will help any brand avoid having to deal with negative (end-consumer) brand perception – a very hard situation to redress – even for us!
The Third three are:-
Like Standard & Poors, we’re not interested in B rating customers or listings. It is our aim to make Patanegra Guide listings shine bright like diamonds. We’re in business to build Goodwill and this can only happen if we constantly improve our retailers’ and listings’ awareness; with the aim of turning them into e-brands!
In conclusion, the perfect pyramid probably doesn’t exist? Well maybe in Egypt or Mexico… In any case, I am very proud of our “Targeting & Product Lens Pyramid” and I do hope to have restored the image of the word lifestyle for fashion’s sake! So without further ado, please make sure that people around you employ the term lifestyle properly.
On a more serious note, please bear in mind that we at PFI Branding, possess an “open source” ethos so by all means, do feel free to share our pyramid with everybody you deem worthy of it.
Will Rojas Fort
PFI Branding Marketing & Sales Director