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. This has allowed Nike to expand into related athletic categories, such as sports equipment and apparel. Gaiam started out as a yoga company, but has had great success in developing a lifestyle brand, which has allowed them to move into other markets as varied as solar power and green building supplies.
It appears that for some companies, an important component of becoming a lifestyle brand is expanding their product line to their company name and image with several products associated with a group or culture. Examples include Calvin Klein licensing its name to a perfume called CKOne, and Harley Davidson selling branded merchandise to its customers. By this measure, other successful lifestyle brands include Caterpillar, John Deere, Abercrombie & Fitch, and Gucci.
Although lifestyle brands are relatively uncommon in the electronics and computer industries, Apple became a lifestyle brand after it expanded its market share into the music industry through its iPod digital music player. The iPod and the ubiquitous white headphones included are also deemed a fashion accessory by some and may be considered a status symbol, although this is somewhat debatable.
Read more about this topic: Lifestyle Brand
Famous quotes containing the word success:
“High on a throne of royal state, which far
Outshone the wealth of Ormus and of Ind,
Or where the gorgeous East with richest hand
Show’rs on her kings barbaric pearl and gold,
Satan exalted sat, by merit raised
To that bad eminence; and, from despair
Thus high uplifted beyond hope, aspires
Beyond thus high, insatiate to pursue
Vain war with Heav’n, and by success untaught,
His proud imaginations”
—John Milton (1608–1674)
“We live in a system of approximations. Every end is prospective of some other end, which is also temporary; a round and final success nowhere. We are encamped in nature, not domesticated.”
—Ralph Waldo Emerson (1803–1882)
“Woman’s success in lifting men out of their way of life nearly resembling that of the beasts—who merely hunted and fished for food, who found shelter where they could in jungles, in trees, and caves—was a civilizing triumph.”
—Mary Ritter Beard (1876–1958)