These people love to shop and indulge their passion points: food and wine, fashion, travel, accessories, cosmetics and so on. They are highly informed consumers who are extremely fashion conscious following the latest trends from a designer bag to the newest must-go-to restaurant. With a love for labels and luxury goods, they will spend a large portion of their disposable income on satisfying their love of luxury goods. Quality is important to them, but they are not opposed to mixing high-end labels with more high-street, value for money options. They will always fly premium economy on a full-service airline using points for the occasional upgrade to business class.