|Reference: Lifestyle brand|
A lifestyle brand is a company that markets its products or services to embody the interests, attitudes, and opinions of a group or a culture. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of their products contributing to the definition of the consumer's way of life. They often operate off an ideology, hoping to attract a relatively high number of people and ultimately becoming a recognised social phenomenon.
A lifestyle brand is an ideology created by a particular organisation’s brand (Schmitt, 2012). It strives to embody the identities, interests, lifestyles, attitudes and opinions of an individual, group or culture. An organisation achieves a lifestyle brand by focusing on evoking an emotional connection with its customers, creating a desire for a consumer to be affiliated with a particular group or brand. Furthermore, the consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand. For example, portraying self-expression using a brand on social media
Lifestyle brands operate off the idea that each individual has an identity based on their choices, experiences, and background (e.g. ethnicity, social class, subculture, nationality, etc.). Lifestyle brands focus on evoking emotional connections between a consumer and that consumer's desire to affiliate him or herself with a group. Some recent contributions have defined lifestyle brands as one of the possible ways of consumer self-expression: customers believe that their identity will be reinforced or supplemented if they publicly associate themselves with a lifestyle brand or other symbol-intensive brands.
Note added at 13 hrs (2018-02-20 09:32:50 GMT)
While some lifestyle brands purposely reference existing groups or cultures, others create a disruption within the status quo and propose an innovative viewpoint on the world. The driver force may be the product, the shopping experience, the service, the communication or a combination of these elements. These are often result from visionary goals of the CEO or founder.
Early on, Apple’s founder Steve Jobs sought to integrate the company's innovations into the industries of music, entertainment, and telecommunications. In a 2002, he gifted each 7th- and 8th-grader in the state of Maine with a laptop, in an effort to show that it wasn't "about the technology, it's about what people can do with it."
Lee Clow—the chairman of Omnicom Group's TBWA Worldwide and Apple marketing partner—said that Jobs had "a very rigorous view of Apple's tone of voice and the way it talks with people," calling it "very human, very accessible."
Burton has built its lifestyle brand by drawing on the snowboarding subculture and Quiksilver has done the same with the surfing community.
Some lifestyle brands align themselves with an ideology. Patagonia proposes an environmentally friendly way of life. Volcom, with the promise "Youth Against Establishment", gives a label and a sense of belonging to those who are "against" the world of adults.
One popular source for lifestyle brands is also national identity. Victoria's Secret purposely evoked the English upper class in its initial branding efforts, while Burberry is recalling the hip London culture.
Social or personal image is also a reference point for some lifestyle brands. In the 1990s, Abercrombie & Fitch successfully resuscitated a 1950s ideal—the white, masculine “beefcake”—during a time of political correctness and rejection of 1950s orthodoxy, creating a lifestyle brand based on a preppy, young, Ivy-League lifestyle.
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