[1] Lifestyle brands seek to inspire, guide, and motivate people, with the goal of making their products contribute to the definition of the consumer's way of life.
[2] They often operate from an ideology, hoping[clarification needed] to attract a relatively high number of people and ultimately become a recognised[who?]
[7] As individuals have different experiences, choices, and backgrounds (including social class, ethnicity, and culture), an organisation must understand to whom it directs its brand.
Lifestyle brands operate from the idea[clarification needed] that each individual has an identity based on their choices, experiences, and background (e.g., ethnicity, social class, subculture, nationality, etc.).
[7] A number of factors affect a consumer's choice of product brand, which influences their lifestyle.
They have an opportunity to refine their target market which would limit competition due to a reduced number in consumers who would be attracted to their specific brand because of the way they might perceive their lifestyle.
[clarification needed] P Vyncke suggests that a consumer's values, goals, and vision for their life, along with aesthetic style all reflect individual lifestyle.
[12] If a consumer loves fashion this will have a positive effect on his/her willingness to pay for a luxury, top-end brand.
In order for a lifestyle brand to be successful and dominate market share it needs to enhance customers experiences and provide more than just a product.
[14] Social value is an aspect that relates to consumers' desire to obtain luxury brands that they hope will offer them a symbolic part of a group or culture.
There are emotional factors that are connected to the consumption of a luxury brand: for example those that bring pleasure or excitement.
[17] Examples of lifestyle retail brands include the now defunct Laura Ashley, GAP and Benetton.
Through this lifestyle, consumers or participants have the opportunity to feel a part of a group of healthy, motivated fitness fanatics.
[23] It allows consumers to feel as though they can express themselves through a form of identity, whilst being provided with a sense of belonging to a group.
[26] While some lifestyle brands purposely reference existing groups or cultures, others create a disruption within the status quo and propose an innovative viewpoint on the world.
Early on, Apple's founder Steve Jobs sought to integrate the company's innovations into the industries of music, entertainment, and telecommunications.
"[27] Burton has built its lifestyle brand by drawing on the snowboarding subculture and Quiksilver has done the same with the surfing community.
Victoria's Secret purposely evoked the English upper class in its initial branding efforts, while Burberry is recalling the hip London culture[which?].
[29] A furniture company is likely to align new product lines with lifestyle collections that are associated with fashion icons, celebrities and well-known interior designers.
[31] A company called Doman Home Furnishings launched a campaign about food and kitchen products to enhance its brand as a lifestyle choice.
Therefore, this creates a connection between the fashion and homeware brands for these consumers are already associating with or are familiar with the fashion-apparel products.
The emergence of the Harley's Ownership Group or HOG was an opportunity for motorcycle enthusiasts to share their experiences and passion, which turned them into a lifestyle brand.
Very early on, Vans became actively involved in skate culture by hosting skateboarding days and sponsoring the Warped tour.
For instance, the introduction of the iPod was created in ways that intertwined with human lifestyles and day-to-day activities.
Gaiam started out as a yoga company but has had great success in developing a lifestyle brand, which has allowed it to move into other markets as varied as solar power and green building supplies.