Refined Achiever

• The Refined Achiever, an older consumer within our matrix, has often worked their way through the other segments and knows what they like, what they loathe, what suits them and what doesn’t.

• Since their look is so highly personalized and curated, it is, therefore, something they protect and are proud of. So confident are they in their style that they may have been wearing the same pieces for many years, even twenty years or more!

• To be a Refined Achiever is to take a deep breath, relax, pour a glass of wine and enjoy being the most stylish, comfortable, confident version of yourself there is. With the women, think fierce, chic and powerful, Anna Wintour style. For the men, think rugged, strong and classic, like Paul Newman.

• With more money to spend than other segments, this is a consumer who will spend on timeless design, iconic style, interesting stories and chic sustainability. A consumer group that others inherently look up to, this is the consumer that other segments want to be when they’re older. They don’t mess about with anything, let alone their style.

The Refined Achiever, an older consumer within our matrix, has often worked their way through the other segments and knows what they like, what they loathe, what suits them and what doesn’t. They have a timeless, rather iconic look to their style and would hate to be called ‘fashionable’.

Since their look is so highly personalized and curated, it is, therefore, something they protect and are proud of. They know they have good taste and suggesting that they are mainstream or trend-led would offend them. So confident are they in their style that they may have been wearing the same pieces for many years, even twenty years or more!

They found their style, refined that style and now they’ll stick to it; again, a reason why fashion doesn’t come into the equation. They are confident, strong, well put-together, healthy and happy.

To be a Refined Achiever is to take a deep breath, relax, pour a glass of wine and enjoy being the most stylish, comfortable, confident version of yourself there is. With the women, think fierce, chic and powerful, Anna Wintour style. For the men, think rugged, strong and classic, like Paul Newman.

With more money to spend than other segments, this is a consumer who will spend on timeless design, iconic style, interesting stories and chic sustainability. A consumer group that others inherently look up to, this is the consumer that other segments want to be when they’re older. They don’t mess about with anything, let alone their style.

• Perhaps unsurprisingly, the Refined Achiever finds it hard to cite others that inspire them, simply because they don’t need or look for inspiration themselves - they have found their own style and they stick to it.

• They appreciate those with ‘effortless style’, for instance, Courtney Cox, Bruce Springsteen, and Halle Berry but rarely cite fashion-led people as their preference.

• They like those with style that is unapologetically personal, for instance, Lamy [wife and muse of Rick Owens], Iris Apfel, Kelly Wearstler and Vera Wang.

• Those that dress in a way that is naturally timeless and iconic get a mention too, for instance, Michelle Obama, Tory Birch, Yohji Yamamoto and Jil Sander. Yet, the list is short, and more than anything they only look towards people that reinforce their own style.

• When it comes to media, they look at ‘classic’ publications like Vogue, GQ, Vanity Fair, and Tatler as well as Men’s Journal, Mr Porter, NY Magazine, Sunday NY Times. The New Yorker, notably, strikes a chord with them; as a publication, it is as brave, interesting and as cultured and as unapologetic about the world as they are.

Perhaps unsurprisingly, the Refined Achiever finds it hard to cite others that inspire them, simply because they don’t need or look for inspiration themselves - they have found their own style and they stick to it.

They appreciate those with ‘effortless style’ [like themselves], for instance, Courtney Cox, Bruce Springsteen, and Halle Berry but rarely cite fashion-led people as their preference. They like those with style that is unapologetically personal, for instance, Lamy [wife and muse of Rick Owens], Iris Apfel, Kelly Wearstler and Vera Wang.

Those that dress in a way that is naturally timeless and iconic get a mention too, for instance, Michelle Obama, Tory Birch, Yohji Yamamoto and Jil Sander. Yet, the list is short, and more than anything they only look towards people that reinforce their own style, rather than looking to others for a new, inspired style.

When it comes to media, they look at ‘classic’ publications like Vogue, GQ, Vanity Fair, and Tatler as well as Men’s Journal, Mr Porter, NYMagazine, Sunday NY Times. The New Yorker, notably, strikes a chord with them; as a publication, it is as brave, interesting [and interested], as cultured and as unapologetic about the world as they are.

• The Refined Achiever is often at a stage of their lives where their children have left home and they’re able to spend more time on themselves and their interests than ever.

• Because of this, travel registers highly on their interests; they have the time to explore the world and the money to spend.

• With children having often recently ‘left the nest’, they tend to spend heavily on their home too, making it their own again. They have the time to rediscover music and gigs and are highly social. With the power to make a difference, they often volunteer too and/or help and support charities.

• With age now a number they do have to consider, fitness and health is naturally an important part of their lives and again something they spend both time and money on in an informed and considered way.

The Refined Achiever is often at a stage of their lives where their children have left home and they’re able to spend more time on themselves and their interests than ever [or at least, more than they have been able to for the last 18 or so years!] Because of this, travel registers highly on their interests; they have the time to explore the world and the money to spend.

With children having often recently ‘left the nest’, they tend to spend heavily on their home too, making it their own again. They have the time to rediscover music and gigs and are highly social. With the power to make a difference, they often volunteer too and/or help and support charities. Equally, their extra-earned time means they can invest more heavily in subjects that are close to their hearts, whether it’s sustainability, learning a new language, or art and crafts. Time is no longer the enemy for them and they spend it wisely, intelligently and in a way that is often both youthful [for instance, the music gigs] or grown-up [gardening, home decor, volunteering].

With age now a number they do have to consider, fitness and health is naturally an important part of their lives and again something they spend both time and money on in an informed and considered way.

• Our male and female Refined Achievers prefer to shop at highly curated department stores, those dependable, one-stop shops like Saks and Nordstrom, which offer them curated products rather than trend-led ranges. Caring about how they’re treated in stores, the Refined Achiever expects to be welcomed to a store, but never followed around.

• Since they know what they like, there is little reason to ‘hang about’ in stores. Staff remembering them as consumers and treating them like VIPs matters most. Aritizia, Free People, All Saints and Rag & Bone are all places that the Refined Achiever prefers and enjoys shopping in.

• If they do want to pick up something a little more fashion-led, or if their attention has been piqued by a trend, they may visit Anthropologie [albeit, somewhat reluctantly] or the Style Room at Zappos, the latter being a way to buy pieces easily and without having to go into a physical store.

• For those staples they’ve worn over the years, for instance, a white Converse, they may even buy off Amazon, sidestepping the need to go into a store at all. J. Crew, rather than us, gets a mention as well.

• The Refined Achiever recognizes the quality and fair price point of us as a brand and used to buy from us, however, now retired, they tend to need us less.

• In terms of design, they feel we’re too conservative, they may pop into the store for those products like a white cotton long-sleeve shirt, or a khaki pant.

• The Refined Achiever has one of the highest spends within the segments in terms of what they’re prepared to pay on product. They want product that lasts both in terms of durability as well as timelessness.

• More interested in sustainability than other segments, bringing them timeless, iconic classics in a sustainable way are stories they will buy into and help us with PR as a brand.

• Timeless classics, sustainably designed and made, are the ways to the Refined Achiever’s heart.

The Refined Achiever recognizes the quality and fair price point of us as a brand and used to buy from us, however, now retired, they tend to need us less. Since they see us as catering for the working man and woman, we have lost their attention in their retirement.

In terms of design, they feel we’re too conservative, they may pop into the store for those products like a white cotton long-sleeve shirt, or a khaki pant, for instance, however, they feel we are more about those safe staples rather than timeless classics; the best area for us to play in to attract their attention back.

The Refined Achiever has one of the highest spends within the segments in terms of what they’re prepared to pay on product. They want product that lasts both in terms of durability as well as timelessness.

More interested [and more able to currently buy into] sustainability than other segments, bringing them timeless, iconic classics in a sustainable way are stories they will buy into and help us with PR as a brand. If they have found an amazing, environmentally friendly iconic blazer at Banana Republic, they will recommend the purchase to their friends and continue the sustainability with and for us.

Timeless classics, sustainably designed and made, are the ways to the Refined Achiever’s heart.

Dear Banana Republic,

I used to enjoy shopping at your store. I was sure to find the perfect fit and work essentials. Shopping was easy and the price and quality were on point.

Now, as a 52-year-old living in Southern California on the coast, your store is quite boring. I see the same conservative styles that I needed and sought out when I was working.

BR clothes remind me of when I was trying to look driven and serious. I walk around the store and recognize the quality and glance at dresses which look nice for tea or a work function. I see dress pants…nope! plenty of those collecting dust in my closet. Shirts are classic conservative as well. I no longer see items that spark my inner want!

I am not welcomed with a fragrance or a song which I will SoundHound. Not a cool chair or a place to sit. Music and decor alone would hip your stores because people want to be there. Shopping should make you laugh and feel at ease. Spark your senses!

BR needs a fun factor. Jeans! Lighting needs to be softer. Lamps or hanging lights, wall color, fewer sale rack items. Sell candles, positive affirmation books, cards. One-stop shopping. Partner up with a coffee bar or boba tea company inside of the store or a fresh squeezed juice bar. Pop up shops for a good cause. Support the Arts. A puppy display in the window once a month. Create a BR cafe. Play on customer emotions.

Make people smile again Banana Republic I know you can!

Alicia, 52, Laguna Beach, CA, Refined Achiever

If you want to read more Open Letters from our respondents, clickhere.