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20. MAIN SEGMENTS IN THE ARKLEISURE SYSTEM
STYLE HOUNDS HIGH STREET FOLLOWERS HABITUALS
‘Young Free Single’, impulsive Main stream early Strongly influenced by Largely inactive, low
Fashion counts adopters what others will think spending group
Brand counts Followers of high street Don’t want to be seen Very traditional, strongly
Looking for fun with friends fashion as old fashioned resistant to change
Most not seriously sporty Care what others think Less active Risk adverse
Happy to buy packaged Slow to adopt Value relaxation, peace
options Avoid risk and quiet
COSMOPOLITANS DISCOVERERS TRADITIONALS FUNCTIONALS
Strong, active, confident Independent in mind and Self reliant internally Self reliant
Style & brand important, but as action referenced Price driven
an expression of their self Little influenced by style Slow to adopt new Value function over style
made identity. or brand but interested in options Traditional values, but
High spenders especially on new options Strong orientation interested in new
innovation and technology Buy on function and value towards traditional experiences, not risk
Looking for new challenges, to them values adverse
new experiences, Globetrotters Looking for new and Value individual
educational experiences attention & service
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