Lifestyle brands are the brands that reflect the interest, values, attitude, perception, etc. of an individual or group of people and give them something for self-expression, pleasure and enjoyment. The lifestyle brands are represented by the products and services they are trying to sell to the specific market.
When consumers buy a product, there are a lot of things that drive the decision to buy that product. One of the primary ideas behind choosing a certain product from a certain company is because consumers feel that the product they are buying, the brand or company they have chosen exactly reflects who they are (the consumers) and what they actually stand for. They buy a certain product from a certain brand because they believe this product and brand represent the exact value they are trying to embody. While buying, consumers are driven by emotion and self-reflection. Lifestyle brands give consumers a medium for self expression through the products. The primary aim of lifestyle products is to inspire, guide, and motivate consumers. Lifestyle products give definition to the way of life for the consumers.
The lifestyle products allow consumers to define themselves, make their identity stronger, and they do this by associating themselves with certain products or brands and showcasing their redefined identity publically through social media and other platforms. The consumers see the lifestyle products as a symbolic value more than the true functionality.
The lifestyle products can be anything from clothes, shoes, accessories, food, drink, to gadgets, gizmos, appliances, furnishing etc. Let’s take some examples of lifestyle brands and the lifestyle products, and analyze how consumers are loyal to these lifestyle brands and how they are fortifying their identity by associating with these lifestyle products.
Apple is a lifestyle brand that consumers associated with affluence, sophistication, and luxury. When people buy Apple’s iPhone, they see beyond the mobile phone functionality. iPhone for them is the self expression of who they are. By using iPhone, the way of life the consumers are trying to embody is fortified, for instance, the consumers believe that iPhone makes them affluent and sophisticated.
The lifestyle product Coca Cola promotes itself as a lifestyle brand that gives happiness to consumers. Therefore, for consumers, Coke is a symbol of happiness. They drink Coke to become happy, to show their happiness, to share happiness with people around them. The slogan of Coke “Open Happiness” has been truly integrated in consumers’ way of life.
The brand Nike has been so strongly embedded in the consumers’ mind that they now associate Nike with sports and sportsperson. By using Nike’s product people are trying to show that they are sporty and athletic, they are also showing their loyalty to their favourite sportsperson who advertise these products. By sponsoring sports tournaments and sportsperson, Nike has become a lifestyle brand that symbolizes sports. If you love sports, if you want to showcase yourself as sporty and athletic it is impossible to get away from Nike phenomenon. Just by using Nike products, an average person will feel more like an elite athlete.
While Nike is associated with being athletic Harley Davidson represents adventure identity. People who believe they are adventurer kind or want to do some adventures, they buy Harley Davidson and remain loyal to this brand as well as reiterate their brand loyalty by showing their Harley Davidson on social media and other platforms. If Harley Davidson symbolizes adventure, then Bed Bull “gives you wings.” If you want adrenaline rush, you go after the can of Red Bull.
Lifestyle products are not just common products with certain functionality, by representing certain aspiration, values, style, and way of life, lifestyle products give their consumers added value. The consumers connect with the lifestyle brands and lifestyle products in an emotional and psychological level. Lifestyle products are tailored in a way that they are exactly what the customers are looking for. The lifestyle products are congruent with the idea of life and living of people or group of people. Lifestyle products allow the common people to show loyalty to the celebrities who promote these products.