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.
One popular source for lifestyle brands is national identity. Victoria's Secret purposely evoked the English upper class in its initial branding efforts, while Louis Vuitton continues to draw on the opulent tradition of the French aristocracy.
Another source of lifestyle brands is subcultures. Burton has built its lifestyle brand by drawing on the snowboarding subculture and Quiksilver has done the same with the surfing community.
The dELiA*s lifestyle brands engage in direct marketing primarily targeting girls and young women around the ages of 13 to 19.
Brands that "represent" specific stereotypic or lifestyle demographic focus on evoking emotional connections between a consumer and that consumer's desire to affiliate him or herself with the represented demographic.
Read more about this topic: Lifestyle Brand
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