SEGMENT K

Life of Luxury

Whize Segment K - Luxe Leven
"We lead a charmed life in our beautiful villa in Blaricum, and we are very aware of how fortunate we are. We recently had a swimming pool and jacuzzi installed in the garden."

Life of Luxury

People living a Life of Luxury enjoy unparalleled material wealth. Some were born into luxury, others have built a fortune of their own. Whatever their background, they belong to the social elite of the Netherlands and behave accordingly: golf at the weekend, a skiing holiday in Switzerland and a brand-new Mercedes parked in the drive.

Demographic characteristics

Those living a Life of Luxury are aged between 45 and 75 on average, many of them couples. Any children tend to be 12 or older. The breadwinner is highly educated, with a college or university degree to their name. Those still working either run their own business or operate at the highest level of management. Finance, IT or business services: the sectors represented in this segment are very diverse. Others have already hung up the business suit and retired or taken early retirement. Some live off their investments.

Living environment

The happy few living a Life of Luxury own homes of which most people can only dream. The majority resides in a beautiful historic building or a luxuriously appointed modern property. The value of these houses is high: EUR 750,000 at least but often in excess of a million. They mostly take the form of spacious, detached villas located in exclusive residential areas such as Wassenaar, Naarden or Vught. The average living space is 250m2, set in grounds that are far more expansive. No wonder these people judge the quality of life in their surroundings as extraordinarily high.

Lifestyle

A Life of Luxury comes with an exclusive style that the elite like to live up to. You will find at least two cars parked in the garage or on the long driveway; both are bound to be a premium make such as Audi or BMW. The signature or logo is also clearly visible on their clothing: from Marc O’Polo, Van Bommel and Hugo Boss to Ralph Lauren and Tommy Hilfiger. This segment is happy to shop online or in the more exclusive shopping streets, such as Amsterdam’s P.C. Hooftstraat. In their leisure time, people living a Life of Luxury mainly focus on their investments and activities that reflect their interests. They like to take in a classical concert or opera, enjoy a visit to a museum or a casino, and regularly meet up with friends for a drink, often accompanied by a cigar. There is also a luxurious aspect to their sporting activities: from obtaining a golf proficiency certificate to riding their own horse, or taking snowboarding lessons in preparation for an exclusive skiing holiday. In addition to frequenting the high-end ski resorts, this segment often jets off to exotic destinations in Southeast Asia or South America. A trip to a stylish location in France is also a popular option. In terms of energy, this segment has an eye for sustainability, and their wealth means that they are more likely than most to insure their valuables and their yacht.

Media

These are people with little time for nonsense: the TV programmes they watch give food for thought (VPRO) and on the radio BNR News Radio is their channel of choice. They tune in for the latest business news and to assess the mood of the markets. In terms of print media, they opt for magazines such as Residence, Eigen Huis & Interieur or a quality newspaper like NRC Handelsblad. Those living a Life of Luxury are also active on the digital front. They have an iPad and an iPhone, which they use to check LinkedIn, to make online purchases or to conduct video calls for a quick business consultation. Many still have a landline at home, if only for the alarm system.

Mindset

Confidence is a hallmark of this group. These are people who have already proven themselves and who enjoy considerable respect. They feel a certain degree of responsibility for their environment, but their primary concern is with their own happiness and ensuring that life remains as pleasurable as possible. As a counterbalance to all their responsibilities, they are often drawn to excitement and kicks. They like to seek out risk; a trait that has no doubt contributed to their general level of success.gen aan hun succes.

Sub-segments

Segment K % Sub-segment Description %
Life of Luxury 3,2 K55 The young elite 0,6
K56 Elite family life 0,9
K57 Elite urban living 0,4
K58 Exclusive elite 0,3
K59 Elite late in life
1,0


Other Whize Segments


A - Dreaming and Getting By E - Dynamic Urbanites I - Planning on the Run
B - Young and Hopeful F - Simply Average J - Carefree and Active
C - Frank and No-Nonsense G - Cosy Empty Nesters K - Life of Luxury
D - Modest-Means Seniors H - The Great Outdoors


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