A lifestyle brand
is a brand
that attempts to embody the values and aspirations of a group or culture for purposes of marketing.
Each individual has an identity
based on their experiences and background (e.g. ethnicity, social class, subculture, nationality, etc.). A lifestyle brand aims to sell product by convincing potential customers that this identity will be reinforced or supplemented if they publicly associate themselves with the brand. Sources
Many lifestyle brands purposely refer to existing groups or cultures.
A prototypical lifestyle brand is Abercrombie & Fitch
. A&F has created a lifestyle based on a preppy
, young Ivy League
lifestyle. Their retail outlets reflect this lifestyle through their luxurious store environment, admirable store associates (models), and their black and white photographs featuring young people living the Abercrombie lifestyle. In doing so, Abercrombie & Fitch has created an outlet for those who lead, or wish to lead this lifestyle.
Success One key indication that a brand has become a lifestyle is when it successfully extends beyond its original product category. For example, Nike
used to be a product-focused company focusing on making running shoes. But over time, the company and its logo has become associated with the athlete subculture.