This group of professionals and mature individuals are career driven, command high disposable income compared to the regular customer and are determined to know about the latest trends and products.

Key Characteristics Above average disposable income Usually the decision makers of households Potential to ascend the social ladder Highly influential on the consumption patterns of the households Avid consumers of fashionable items, both for family and personal use

Demographics Adults 24-59 Annual Household income $55,000-$100,000+ 60% Male, 40 % Female

Psychographic Women are  particularly interested in fashion, beauty, wellness, housing, furnishing and Travel Men have interest for finances, car, computer and sports Professionally oriented and generally very ambitious Majority employed in white collar positions Strive to project a fashionable image and particular about appearances High price is justified only by high quality Preference for customized and unique marketing initiatives  Early adopters of cutting-edge and specialized products and services