Do you also follow brands on Instagram that you don’t have any products from? The brands you feel most likely reveal something about you and the people you want to hang out with.
Recently, a type of clothing brand is growing that offers a lifestyle along with a product or service. It’s not just about having a Rolex anymore, it’s about living the lifestyle of a person who owns a Rolex.
Since people have different experiences, choices and backgrounds including different social class, ethnicity and culture, a clothing brand should know for whom and for what purpose it has created its brand. In this regard, we see the emergence of brands that influence the feelings, desires and ideologies of a group. They are known as lifestyle brands.
In this article, we are going to take a closer look at what a lifestyle brand is and what its characteristics are. We also take a look at the world’s most famous lifestyle brands. If you are looking to build your own brand, don’t miss the last part of this article.
What is a lifestyle clothing brand?
As mentioned, some apparel brands have gone beyond the product and are building a tribe of followers with shared lifestyles and interests. These brands will be called lifestyle brands from now on. In the following, we will give a comprehensive definition of this type of brand and the purpose of building a lifestyle brand.
Defining a lifestyle brand
A lifestyle brand is a brand that embodies the values, beliefs, interests and attitudes of its specific audience, regardless of the service or product. Their audience is a group that follows a common lifestyle. Lifestyle brands are trying to establish a subculture along with their product, service and story in the lifestyle of their consumers.
A lifestyle brand must communicate with the customer in such a way that the brand blends with the consumer’s personal identity. As a result, the audience will feel a sense of belonging to the brand community and will admire it.
These brands don’t just sell high heels or yoga clothes, they convince customers that they can be professional and confident or healthy and focused. A lifestyle brand assures its customers that their brand supports their lifestyle.
Simply put, a lifestyle brand creates products, services, and—most importantly—stories based on a lifestyle that its consumers aspire to.
Purpose of the lifestyle brand
As previously stated, lifestyle brands seek to inspire, guide, and evoke emotions, with the goal that their products help define the consumer’s lifestyle.
Lifestyle brands strive to create an emotional connection between their products and an image of a particular lifestyle. Companies distribute this image through social media and traditional advertising. In the last part of this article, we mention the ways of building a lifestyle brand.
For example, Nike, Lululemon and Northface are Athleisure lifestyle brands (combination of Athletic and Leisure). These brands respond to sports, healthy and comfortable lifestyles with slight but distinctive differences.
Lifestyle brand features
In general, we can determine two main components for lifestyle brands:
1. are based on a specific lifestyle; For example, for tennis players, for skiers, campers.
2. are based on a series of specific interests; Like those interested in art, gaming, cooking or technology.
In a lifestyle brand, clothes are designed for an “activity” that is related to that lifestyle; No more and no less. It means that only clothes, tools and services are produced that people wear while living and working in that lifestyle and that are useful to them.
For example, a mountain climbing lifestyle brand dedicates everything from products to content published in the virtual space only to mountain climbing.
Now we point out some of the key features of lifestyle brands:
The embodiment of a lifestyle
Lifestyle brands follow the idea that each person has an identity based on their experiences, background, and choices (eg, ethnicity, social class, culture, nationality, etc.).
– They communicate with a specific audience that represents a lifestyle.
– These brands evoke emotional connections between consumers and their desire to commit to a certain lifestyle, which ultimately leads to a highly committed following.
Consumer self-expression
– Lifestyle brands are one of the ways consumers express themselves.
– People believe that if they associate themselves with a lifestyle brand, their identity will be enhanced or completed.
– Through clothing, perfume or accessories, lifestyle brands allow consumers to align themselves with a specific and desirable lifestyle.
Differentiation and communication
Lifestyle brands differentiate themselves from competitors by focusing on a certain type of personality or lifestyle.
– They are constantly trying to reach out to these select groups and build a strong connection.
– It is difficult to communicate with the brand and repeat it; Therefore, consumers are willing to pay more for products related to their ideal lifestyle.
Focused product development
Focusing on a specific segment allows the lifestyle brand to have more product development. For example, in a brand that is special for campers, from shoes and clothing for camping to tents, watches, and GPS are included in the range of brand products.
This authenticity benefits both the target market and the wider audience.
Remember, lifestyle brands aren’t just about products; They are about stories, values and experiences that represent a way of life; Whether it’s a culture of surfing and adventure in nature or a stylish urban culture, lifestyle brands create a sense of belonging and aspiration for their consumers.
Diesel is a successful lifestyle brand
The difference between the lifestyle brand and other brands
In today’s world, brands may not be completely separated; For example, a luxury brand can also be a lifestyle brand, or a fast fashion brand can try to inspire a certain lifestyle.
However, if you are planning to start your own clothing business, it is important to determine the type of your brand. You must know for what purpose and purpose you are establishing the brand, who is your target audience and what they are looking for. To answer these questions, it is better to familiarize yourself with the main types of clothing brands.
Fashion Brands
Fashion brands are the brands that determine fashion trends in the market. Their products are of high quality and they pay more attention to details than other types of brands. Design and creativity are the first word in them.
This section includes a wide range of brands, such as Zara and H&M at the level of mass production and fast fashion, to luxury brands such as Gucci, Prada and Burberry.
The difference between them and the lifestyle brand is that they include a wider community. More importantly, instead of meeting the needs of a certain lifestyle, their focus is on creating a new style and look and a social statement.
Streetwear Brands
Street wear brands produce clothes in line with the culture of urban life and suitable for everyday life in the city. Also, the street brand is inspired by the urban culture of the 80s and 90s, which includes activities such as hip-hop music, graffiti, and skateboarding. The audience of this category is usually teenagers and young adults. Brands like Supreme and Off-White belong to this group.
Niche Brands
Niche apparel brands cater to a specific segment of the market with unique needs. Their audience can include people with certain physical disabilities or a group of wealthy retirees.
It is true that Nish brands have a distinct identity, but they should not be confused with a lifestyle brand. Because their focus is on serving a specialized audience rather than promoting a certain lifestyle.
Remember that these categories are not exclusive, and some brands may exhibit features of different types. Lifestyle brands intentionally create an emotional connection by aligning themselves with a particular lifestyle; While other brands may prioritize other factors such as efficiency, affordability, or specific industry requirements.
Examples of lifestyle clothing brands
The Laura Ashley brand, which promoted a simple and rural lifestyle in the 80s, was one of the first examples of a lifestyle brand. Later, brands such as Benton, Gap and Abercrombie & Fitch also started to promote a certain lifestyle such as youth, fun and adventure. Over time, this style of brands became less colorful and gave way to brands with a healthier lifestyle, which we will discuss further.
Today, many lifestyle brands are active in the fields of sports and health – probably due to the high demand of the audience after Covid-19. Nike, Lululemon, Patagonia, etc. use similar strategies to introduce themselves as lifestyle brands in the sportswear industry, but each company has nuances in its community-building approach that set it apart.
Nike (Nike
Nike says everyone is an athlete.
Nike’s mission statement is: “Inspire and innovate for every athlete everywhere in the world.” “If you have a body, you are an athlete.”
Nike uses a variety of technological innovations to engage audiences from all walks of life. From mobile apps and sneaker customization to programs like Nike Training Club and Nike Run Club, Nike cultivates a community of customers who all feel like they’re part of a gym.
Under Armor
Under Armor is a clothing brand for professional athletes and is known for its durability and quality.
Sports enthusiasts and Under Armor customers can shop exclusive collections created by some of their favorite athletes. For example, the Curry Golf collection is the result of Under Armor’s collaboration with the successful basketball player Stephen Curry, and he says: “Golf is not Stephen’s job, but his passion.” This collection includes the best of our innovations, combined with his personal style.”
Buyers of this brand can buy the lifestyle of athletes on and off the field.
Lululemon
Lululemon offers an immersive experience. They have built a community around health, awareness and everyday life. Yoga sessions, local stores and social events represent an investment in the consumer’s well-being, not just their wallet.
Lululemon is the perfect example of a sports brand that works as both workout and everyday wear. A clear example of that slogan “from a moment to a state: game state. state of relaxation “Flex mode” is for different styles of Lululemon pants.
Lululemon also knows its audience and those who influence them, and is well invested in its community. The company sponsors ambassadors who embody Lululemon’s values and lifestyle.
Another interesting activity of Lululemon is Lululemon Mirrors. Lululemon’s attractive mirrors bring the club home with the goal of digital interaction with the audience. With a Lululemon digital mirror, users can attend fitness classes and interact with trainers from home. This creativity bridges the gap between online and in-store consumer experiences.
Patagonia
Beyond outdoor apparel, Patagonia has established itself as a staunch advocate for environmental causes. Patagonia Media is a resource for people who want to save our planet. Patagonia is a community of outdoor, sports and environmental enthusiasts.
Patagonia’s website and virtual pages introduce their environmental projects more than product presentation. However, they are a very successful company selling sustainable clothing, shoes and products.
Columbia
Columbia primarily strives to provide its audience with a great, high-quality outdoor experience. Whether it’s efficient fishing gear, waterproof raincoats or durable backpacks, the company ensures the best is available to its adventurous customers.
Through its Tough Mother Outdoor Guide blog, the Columbia brand inspires and admires its adventurous audience with practical advice and heartfelt articles on how to enjoy the great outdoors.
Colombia buyers get the best in two ways; High quality clothing and accessories and a company that cares about its customers’ experiences.
Gymshark
Gymshark, which started as a small fitness apparel brand, has grown into an active fitness community today.
Through smart social media tactics and genuine engagement with its audience, JimShark has cultivated a community where fitness enthusiasts share their stories, achievements and aspirations.
Ralph Lauren
Raf Laren operates in the luxury lifestyle brand segment for customers with the American dream.
As mentioned, one of the characteristics of a lifestyle brand is high product development. Raf Laren has tried to adapt the lifestyle of the brand to the customers and have suggestions for all situations. From his famous polo shirt to his equestrian inspired designs or formalwear line, they all capture the essence of the American dream and English aristocracy.
If you pay attention, each of these lifestyle brands emphasize more than the product. They want to align their product offerings with larger, more purposeful narratives.
How to build a lifestyle brand?
As we have seen, a lifestyle brand must deeply understand its audience. After knowing this, you need to find ways to communicate and interact with them. Content production, optimal use of social media, image, sound and marketing strategies maximize these communications.
Successful lifestyle brands have a strong brand identity. The lifestyle being sold must be anchored in the brand identity.
In the following article, we will tell you how to create a lifestyle clothing brand.
Step 1: Define the brand lifestyle.
What do your customers want? Not superficially; What do they really want from life? What do they like? How do you define success? Who do they admire? What is their ideal lifestyle (even if they think they will never achieve it)?
When starting a lifestyle brand, you first need to think about which lifestyle you want to associate with your products. When building your brand, you should research your specific subculture, such as snowboarding, skateboarding, climbing, or wellness, and write a brand strategy based on that.
For example, the ideology of the clothing brand Patagonia is to encourage and promote an environmentally friendly lifestyle.
Also, one of the popular sources for lifestyle brands is national identity. At the beginning of its branding, Victoria’s Secret deliberately attracted the attention of the English upper class; While barbarism targeted the modern culture of London.
Step 2: Tell the story of the brand.
Write a compelling brand story – You can’t just tell your customers that you can help them achieve their ideal lifestyle. You have to paint a picture and convince the audience that your brand represents their ideal.
In addition to storytelling in marketing campaigns (like most conventional brands), successful lifestyle brands have a core brand story around which all their activities revolve. Key elements of social media marketing, such as podcasts or short, shareable video clips, tell the brand’s story. This allows customers to identify with the overall narrative beyond the products and create a stronger emotional connection.
Third step: Create the right content, at the right time and place.
If you don’t have great content, you won’t have a great lifestyle brand. Remember that the customer is the hero of the story, not your brand. Therefore, instead of describing the features of the product and defining your brand, tell the audience which needs you are responding to; Need convenience? Or the need to be stylish?
Also make your content available. It is important to create accessible and consumable content in the marketing strategy of lifestyle brands. In which social groups is your brand audience present? Who does he follow? Is short-term content more attractive to him or deep and continuous content?
Brands can increase brand equity through podcasts, blog posts, images, and hashtags.
Step 4: Build a dedicated following.
A community of customers who share your values and ideals will encourage like-minded people to buy into the lifestyle and brand you sell. When contacting potential customers, it is essential to make it personal. Brands use common human social motivations, such as the desire to feel a sense of belonging, to create a lasting connection between lifestyle and brand.
Influencer marketing can be very effective in creating a loyal following.
Basketball player Stephen Curry is the brand ambassador of Under Armour
A lifestyle brand has a deep understanding of the lifestyle of its target audience; Not just in terms of demographics, but also their psychological characteristics. The ultimate goal of a lifestyle brand is that its products help define the way consumers live.
final word
In this article, we found out that lifestyle brands have gained many fans for reasons such as the need to belong, self-expression, or the need for specialized quality products. In the definition of lifestyle brand, it was said that it is a brand that tries to portray the values, aspirations, interests, attitudes or opinions of a group or culture for marketing purposes. Lifestyle brands are experts in building customer trust and loyalty through quality products and experiences, which is critical to brand longevity.
We don’t necessarily buy a lifestyle brand’s product because it’s the best, but because it makes us feel good about adopting the lifestyle we want and the people we want to be like.
However, it should not be forgotten that having high quality products and services is an important part of a lifestyle brand. A brand that strives to gain a lifestyle position must plan carefully and in line with the lifestyle, from the product purchase process to post-purchase support.
Sources:
limelightmarketing.com
www.salsify.com
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