Fashion and lifestyle

Lifestyle fashion brand:-


A lifestyle brand is a brand that attempts to embody the values, aspirations, interests, attitude, or opinions of a group or a culture for marketing purposes. 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. As such, they are closely associated with the advertising and other promotions used to gain mind share in their target market.They often operate from an ideology hoping to attract a relatively high number of people and ultimately become a recognised social phenomenon.

A lifestyle brand is an ideology created by a particular organisation's brand (Schmitt, 2012). 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,such as expression by using a brand on social media.

As individuals have different identities based on their personal experiences, choices or background (including social class, ethnicity or culture), an organisation must understand to whom it directs its brand. By operating off a lifestyle brand ideology, an organisation's ultimate goal is to become a recognised social phenomenon.

Lifestyle brand marketing uses market research to segment target markets based on psychographics  rather than demographics.




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