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lifestyle. Consumers choose a brand that is acceptable to their self-image that they are trying to portray. Companies have to re-establish and reposition their products to ensure they meet the lifestyle a consumer is trying to obtain. They have an opportunity to refine their target market which would limit competition due to a reduced number in consumers who would be attracted to their specific brand because of the way they might perceive their lifestyle.
406:
designers. For consumers this is reassuring and entices them to purchase home furnishings to be like these iconic influencers. Furniture companies have said that it helps them connect with those consumers who associate other categories with these celebrities. It is their way of tapping into new markets that have not yet been reached. Companies that have celebrity names associated with them provides a certain degree of guarantee to the brand.
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separate them from the rest. Social value is an aspect that relates to consumers' desire to obtain luxury brands that they hope will offer them a symbolic part of a group or culture. There are emotional factors that are connected to the consumption of a luxury brand: for example those that bring pleasure or excitement. Consumers who purchase luxury brands tend to have a strong social function within their social class.
410:
that it could offer. Home furnishing companies use lifestyle merchandising to promote brand extension. Furthermore, the brand is communicated to consumers through using a designer who is associated with also creating fashion-apparel products. Therefore, this creates a connection between the fashion and homeware brands for these consumers are already associating with or are familiar with the fashion-apparel products.
212:
economic processes. Within these three processes lifestyle of the consumer also becomes intertwined with consumers tending to choose a brand they feel is congruent with their self-image, their identity – who they feel they are and what they connect with the most. P Vyncke suggests that a consumer's values, goals, and vision for their life, along with aesthetic style all reflect individual lifestyle.
255:. These retailers offer a distinct and recognised set of values to consumers. Over time, a number of retailers have come up with their own brand strategies and are now seen as lifestyle retail brands because they are targeting consumers who adopt their brand to align themselves with a lifestyle they want to obtain.
321:. are a jewellery brand which offer affordable and expensive, high-quality jewellery products. When a person sees a consumer wearing its product in public, that person may aim to own a piece of Tiffany & Co. jewellery themselves, with the aim to seek social benefits or fit into a particular group.
409:
A company called Doman Home
Furnishings launched a campaign about food and kitchen products to enhance its brand as a lifestyle choice. The campaign used models which had a caption along the lines of 'a slice of life'. This allowed consumers to gain a good understanding of the brand and the lifestyle
402:
environment, attractive store associates (models), and their black and white photographs featuring young people "living the
Abercrombie & Fitch lifestyle". In doing so, Abercrombie & Fitch has created an outlet for those who lead, or wish to lead or wish to dream about leading this lifestyle.
166:
A lifestyle brand is an ideology created by a brand. An organisation achieves a lifestyle brand by evoking an emotional connection with its customers, creating a consumer desire to be affiliated with a particular group or brand. The consumer will believe that their identity will be reinforced if they
351:
sought to integrate the company's innovations into the industries of music, entertainment, and telecommunications. In 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
229:
If a consumer loves fashion this will have a positive effect on his/her willingness to pay for a luxury, top-end brand. In order for a lifestyle brand to be successful and dominate market share it needs to enhance customers experiences and provide more than just a product. Consumers are more willing
211:
Consumers evaluate product attributes as opposed to a case by case assessment. There is the need for brands to be understood and how they can be influential with regard to consumer's decision making considerations. Three processes are intertwined in choice behaviour: psychological, sociological, and
207:
Consumers continually face multiple decisions with regard to product choice due to many competing products. Aspects such as a product's attributes have been shown to be involved in the consumer decision process. A number of factors affect a consumer's choice of product brand, which influences their
220:
Consumers use brands to express their identity. The need for self-expression can be related to the need for acceptance within society and the societal view on brands and how different brands portray income or wealth. Lifestyle brands allow customers to express themselves and portray their identity
194:
based on their choices, experiences, and background (e.g., ethnicity, social class, subculture, nationality, etc.). Lifestyle brands evoke emotional connections between a consumer and that consumer's desire to affiliate him or herself with a group. Lifestyle brands are one of the possible ways of
333:
uses advertisements to portray its happy lifestyle to consumers. These advertisements are used to form an emotional connection with the audience. Through the use of the "Open happiness" slogan, consumers may believe that by purchasing and consuming a Coca-Cola drink, they will feel like they are
405:
Companies like home furnishing associate themselves with the term "lifestyle branding" when they are developing their brand portfolio. A furniture company is likely to align new product lines with lifestyle collections that are associated with fashion icons, celebrities and well-known interior
401:
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. Their retail outlets reflect this lifestyle through their luxurious store
342:
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 driving force may be the product, the shopping experience, the service, the communication or a combination of these
271:
This is defined as a consumer sorting products or brands into categories, based on their past experiences with that brand. It is used to avoid confusion, as consumers may be overwhelmed when comparing one product with an extensive range of other brands of the same product. Categorisation helps
233:
Luxury brands target those that have an extreme lifestyle. Price is never a factor. Three categories are identified as measuring brand value: brand loyalty, perceived value and brand awareness/association. Consumers associate themselves with luxury fashion brands to portray their lifestyle and
170:
As individuals have different experiences, choices, and backgrounds (including social class, ethnicity, and culture), an organisation must understand to whom it directs its brand. By constructing a lifestyle brand ideology, an organisation's goal is to become a recognised social phenomenon.
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This is defined as the strong symbolism that a brand transmits to its consumers, which is adopted for its social benefits. It allows consumers to feel as though they can express themselves through a form of identity, whilst being provided with a sense of belonging to a group. For example,
154:
for marketing purposes. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of making their products contribute to the definition of the consumer's way of life. As such, they are closely associated with the advertising and other promotions used to gain
230:
and likely to purchase a brand that establishes itself as to value and satisfaction. Brand value is defined as comparing focal brands with unbranded products that have had the same level or same ways of marketing to consumers, as well as adopting the same product attributes.
307:
is a lifestyle brand which encompasses the idea of pushing yourself for your fitness. This idea is consistent on a global level. Through this lifestyle, consumers or participants have the opportunity to feel a part of a group of healthy, motivated fitness fanatics.
352:
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."
242:
Lifestyle retail branding is the way in which retailers refine their products or services to interest lifestyles in specific market segments. Examples of lifestyle retail brands include the now defunct
1047:
Orzan, G.; Platon, O.; Stefanescu, C. D.; Orzan, M. (2016). "Conceptual model regarding the influence of social media marketing communication on brand trust, brand affect and brand loyalty".
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It is important for an organisation to understand its brand's role amongst consumers. To achieve this, an organisation must use the following aspects of the lifestyle brand model.
221:
and lifestyle. Lifestyle brands in particular portray a type of meaning that allows a particular reference group to attach themselves based on their lifestyle, values or beliefs.
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A company's status as a lifestyle brand isn't achieved by providing a wide range of products but by the benefit and symbolic value that the customer associates with the brand.
960:
Kim, M.; Kim, S.; Lee, Y. (2010). "The effect of distribution channel diversification of foreign luxury fashion brand on consumers' brand value and loyalty in Korean market".
1259:
Malär, L.; Krohmer, H.; Hoyer, W. D.; Nyffenegger, B. (2011). "Emotional Brand
Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self".
1066:
Yi, X.; Batra, R.; Siqing, P. (2015). "An
Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect".
195:
consumer self-expression: customers believe that their identity will be reinforced or supplemented if they publicly associate themselves with a lifestyle brand or other
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started out as a collection of 6 outerwear pieces but built itself into a global lifestyle brand by having collections for men, women, kids, home and accessories.
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has become associated with the athletic subculture. That has allowed Nike to expand into related athletic categories, such as sports equipment and apparel.
771:
Vyncke, P (2002). "Lifestyle
Segmentation: From Attitudes, Interests and Opinions, to Values, Aesthetic Styles, Life Visions and Media Preferences".
941:
Choi, E.; Kim, M. (2003). "Comparison of consumers' apparel purchasing behavior in the
Internet retail, shopping mall, and cable TV home shopping".
806:
Chernev, A.; Hamilton, R.; Gal, D. (2011). "Competing for
Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding".
586:
Kim, E.; Brandon, L. (2010). "Modeling brand equity for lifestyle brand extensions: A strategic approach into generation Y vs. baby boomers".
683:
Chernev, A.; Hamilton, R.; Gal D. (2011). "Competing for
Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding".
1376:
Clow, K. E.; James, K. E.; Sisk, S. E.; Cole, S. H. (2011). "Source credibility, visual strategy and the model in print advertisements".
379:, with the promise "Youth Against Establishment", gives a label and a sense of belonging to those who are "against" the world of adults.
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Qing, Y.; Rong, C.; Xiaobing, X. (2015). "Consistency between consumer personality and brand personality influences brand attachment".
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One key indication that a brand has become a lifestyle is when it successfully expands beyond its original product. For example,
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company but has had great success in developing a lifestyle brand, which has allowed it to move into other markets as varied as
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Wu, L.; Klink, R. R.; Guo, J. (2013). "Creating Gender Brand
Personality with Brand Names: The Effects of Phonetic Symbolism".
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can affect a consumer by going the extra mile to offer organic foods products that suit that particular consumer's needs.
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This aspect is defined as the effect or influence a brand may have upon an organisation and its consumers. For example,
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125:
63:
107:
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Cuneo, Alice Z.; Elkin, Tobi; Kim, Hank; Stanley, T.L. (December 15, 2003). "Apple transcends as lifestyle brand".
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Nenycz-Thiel, M.; Romaniuk, J. (2016). "Understanding premium private labels: A consumer categorization approach".
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Attachment is brought about when people form an emotional connection between themselves and a brand. For example,
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publicly associate themselves with a particular lifestyle brand, for example by using a brand on social media.
92:
876:
Yoo, B.; Donthu, N. (2001). "Developing and validating a multidimensional consumer-based brand equity scale".
1157:"Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism"
163:, hoping to attract a relatively high number of people and ultimately become a recognised social phenomenon.
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This is when a brand encompasses a consistent set of traits in which the consumer can relate. For example,
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used to be a product-based company, focusing on making running shoes. But over time, the company and its
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consumers evaluate the quality of the product. For example, a consumer may choose to purchase an
103:
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Athaide, G. A.; Klink, R. R. (2012). "Creating Global Brand Names: The Use of Sound Symbolism".
718:
Ainslie, A.; Rosii, P. E. (1998). "Similarities in choice behavior across product categories".
460:
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147:
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Escalas, J. E.; Bettman, J. R. (2005). "Self Construal, Reference Groups, and Brand Meaning".
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Social or personal image is also a reference point for some lifestyle brands. In the 1990s,
45:
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Helman, D.; Chernatony, L. (1999). "Exploring the Development of Lifestyle Retail Brands".
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elements. These are often result from visionary goals of the CEO or founder. Early on,
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Identification for a good or service; marketing based on a common value of a subculture
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Lifestyle brand marketing uses market research to segment target markets based on
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purposely evoked the English upper class in its initial branding efforts, while
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Austin, C. G.; Matos, G. (2013). "Lifestyle Brands: The Elephant in the Room".
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mobile phone, as they may believe that the iPhone has a better camera quality.
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1412:"Brands as a means of consumer self-expression and desired personal lifestyle"
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Vigneron, F.; Johnson, L. W. (2004). "Measuring perceptions of brand luxury".
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652:"Brands as a Mean of Consumer Self-expression and Desired Personal Lifestyle"
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Cohen, R. J. (2014). "Brand Personification: Introduction and Overview".
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Strategic brand management: Building, measuring and managing brand equity
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1395:"Domain Home Fashions Launches Internet Lifestyle Marketing Campaign".
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Economic Computation & Economic Cybernetics Studies & Research
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110:. Statements consisting only of original research should be removed.
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Lifestyle brands operate from the idea that each individual has an
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has built its lifestyle brand by drawing on the snowboarding
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that attempts to embody the values, aspirations, interests,
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Some lifestyle brands align themselves with an ideology.
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1345:"Lexington offering dealer incentives for market orders"
554:
Schmitt, B (2012). "The consumer psychology of brands".
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Brand/Story: Cases and Explorations in Fashion Branding
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1378:
Journal of Marketing Development and Competitiveness
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Lifestyle Brands - A Guide to Aspirational Marketing
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Factors that influence the consumer decision process
159:in their target market. They often operate from an
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375:proposes an environmentally friendly way of life.
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382:One popular source for lifestyle brands is also
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1161:International Journal of Research in Marketing
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506:. Fairchild Books, Bloomsbury Publishing, Inc.
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520:Saviolo, Stefania; Marazza, Antonio (2012).
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1022:Journal of Retailing and Consumer Services
962:Journal of Retailing and Consumer Services
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1416:Procedia - Social and Behavioral Sciences
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656:Procedia - Social and Behavioral Sciences
126:Learn how and when to remove this message
64:Learn how and when to remove this message
1320:"The man behind Abercrombie & Fitch"
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1188:Journal of Marketing Theory and Practice
760:. Upper Saddle River, NJ: Prentice Hall.
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34:lists the same citations more than once.
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39:https://doi.org/10.1509%2Fjmkg.75.3.66
1410:Munteanu, C. C.; Pagalea, A. (2013).
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394:is recalling the hip London culture.
1364:Licensing: Big names still in demand
1318:Denizet-Lewis, Benoit (2006-01-24).
650:Catalin, M. C.; Andreea, P. (2014).
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1155:Kubat, U.; Swaminathan, V. (2015).
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773:European Journal of Communication
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557:Journal of Consumer Psychology
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150:, or opinions of a group or a
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626:Advances in Consumer Research
600:10.1080/12297119.2010.9707342
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48:to identify unique citations.
1429:10.1016/j.sbspro.2013.12.427
1235:10.1080/08911762.2012.744123
878:Journal of Business Research
843:Journal of Consumer Research
785:10.1177/02673231020170040301
669:10.1016/j.sbspro.2013.12.427
490:Saviolo & Marazza (2012)
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1223:Journal of Global Marketing
920:10.1057/palgrave.bm.2540194
908:Journal of Brand Management
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364:has done the same with the
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106:the claims made and adding
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1200:10.2753/MTP1069-6679210306
1142:10.2224/sbp.2015.43.9.1419
1103:Psychology & Marketing
992:Service Industries Journal
570:10.1016/j.jcps.2011.09.005
1004:10.1080/02642069900000018
1397:Furniture World Magazine
502:Hancock, Joseph (2016).
216:Consumer self-expression
399:Abercrombie & Fitch
197:symbol-intensive brands
943:Clothing Culture Study
756:Keller, K. L. (2008).
461:Symbol-intensive brand
334:happy and having fun.
44:Please consider using
225:Perceived brand value
37:The reason given is:
1273:10.1509/jmkg.75.4.35
1261:Journal of Marketing
820:10.1509/jmkg.75.3.66
808:Journal of Marketing
732:10.1287/mksc.17.2.91
697:10.1509/jmkg.75.3.66
685:Journal of Marketing
267:Brand categorisation
1080:10.1509/jim.14.0009
526:Palgrave Macmillan
91:possibly contains
1453:Types of branding
1351:. April 13, 2009.
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720:Marketing Science
432:started out as a
388:Victoria's Secret
384:national identity
299:Brand personality
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471:Coolhunting
438:solar power
368:community.
293:Whole Foods
54:August 2024
1442:Categories
477:References
444:supplies.
362:Quiksilver
358:subculture
349:Steve Jobs
259:Psychology
186:Definition
157:mind share
100:improve it
1458:Lifestyle
1324:Salon.com
1281:168033342
1243:153505171
1208:143648566
1088:154349897
928:167517463
793:146207852
740:154373463
608:167534674
414:Expansion
373:Patagonia
331:Coca-Cola
148:attitudes
104:verifying
828:14179708
705:14179708
455:See also
392:Burberry
347:founder
338:Examples
305:Crossfit
253:Benetton
192:identity
161:ideology
116:May 2018
1399:. 2004.
1329:Jan 24,
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446:Nautica
366:surfing
345:Apple's
279:over a
152:culture
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354:Burton
281:Huawei
277:iPhone
1277:S2CID
1239:S2CID
1204:S2CID
1084:S2CID
924:S2CID
859:S2CID
824:S2CID
789:S2CID
736:S2CID
701:S2CID
604:S2CID
430:Gaiam
274:Apple
144:brand
142:is a
1331:2006
530:ISBN
440:and
434:yoga
424:logo
420:Nike
360:and
251:and
1424:doi
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1269:doi
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