Understanding Tapestry Classifications

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Understanding Tapestry Classifications
Community

• 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.

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Community
Overland Park Residents Top 10 Tapestry Segments
(87 of residents)
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Community
Overland Park Residents Top 3 Tapestry Segments
(51 of residents)

• 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.

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Community
Overland Park Residents LifeMode Groups
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Community
Overland Park Residents LifeMode Groups Overland
Park vs. Kansas City
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Community
Overland Park LifeMode Groups

• 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.

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Community
Overland Park LifeMode Groups

• 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?

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Community
Overland Park LifeMode Groups

• Senior Styles
• Tapestrys 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?

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Understanding Resident Lifestyles
Community
Lifestyle/Media Groups Apparel, Appliances,
Attitudes, Automobiles, Auto/Aftermarket, Baby
Products, Beverage Alcohol, Books, Cameras, Civic
Activities, Convenience Stores, Electronics,
Financials, Furniture, Garden/Lawn, Grocery,
Health, Home Improvement, Insurance, Internet,
Leisure, Yellow Pages, Watch, Read, Listen,
Personal Core, Pets, Restaurant, Shopping,
Smoking, Sports, Telephone, Tools, Toys/Games,
Travel, Video/DVDs, Miscellaneous.
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Understanding Resident Lifestyles
Community
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Overland Park Resident Habits
Community

• 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 Pablos, Cheesecake
  Factory, Red Robin, Chilis, 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