Defining a Lifestyle Brand
Lifestyle is simply the way you live. It's your life situation. A lifestyle is your entire day, from when you rise in the morning to sleep at night. This area consists of material and non-material items or belief systems that are within your life. For today, we're going to focus on brands that are a part of your lifestyle.
Companies have a start-up offering when they are new to a market. Take a fashion brand as an example. They start in one area of that industry, whether it's activewear, casual or couture. When the brand starts gaining traction and attention via digital communication and growing its revenue, many times, brands evolve. So that brand that started in a niche clothing area will choose to change into multiple realms of the fashion industry. The company will access new clientele by starting new lines of clothing. They will enter shoes, handbags, menswear and children's wear. This brand is now part of your daily lifestyle.
When the brand first started in one sector, whether couture or sportswear, they were a smaller part of your lifestyle, simply because of the specification within one area. It's likely that you'll wear a couture gown every so often, or to specific events and occasions. Same with sportswear. When you are active in a sport or an energetic activity, you'll then turn to your sportswear brands. When a business evolves into different spheres, like clothing sectors, that's when the company then becomes a real lifestyle investment. You find yourself gravitating to this fashion house for more essential needs in clothing.
You access this company for different areas, different seasons, and you start to trust and rely on this brand because of the quality and superiority that they present within their marketing and the way you feel when wearing their clothing. What happens is the loyalty rises. You're more likely to invest in that brand over another brand. And then, you develop a relationship with this lifestyle company, and you feel happy and excited to wear them proudly in multiple situations of your lifestyle. This fashion designer brand is universal within various areas of your day, whether it's daytime or nighttime. That is a lifestyle brand in the clothing industry.
Lifestyle brands encompass your life during travel. Let's discuss a lifestyle hotel brand. You often travel for business. You then become loyal to a specific hotel, or multiple hotel companies, because when you go to cities, that hotel is reliably there. The hotel can expand, to make you become more loyal and have an exclusive opportunity. As a conglomerate of resorts or a boutique hotel gains popularity in other cities and cultures, the company expand outwards, internationally. They evolve with the traditions of the region or city.
When you stay at a hotel in Dubai or Turks and Caicos, you are experiencing Dubai and Turks and Caicos' lifestyle culture within the hotel. A thriving lifestyle resort puts you in a full experience within the physical hotel. Imagine walking into a hotel; you see this large, expansive building with many floors and many attributes of entertainment and relaxation. The resort celebrates the seasonal opportunities within the area. The hotel also celebrates holidays and observation days important to the city for the guests to have a full understanding of the culture. The hotel provides an opportunity to enjoy food, delicacies, massages, and other entertainment and relaxation opportunities specific to that city.
Any valuable contributions the city makes to the environment or local area the hotel will put that at the forefront within the guest experience. When you stay in one hotel brand in one city, it's going to be different in another city, even though it's the same brand. The essence that makes you loyal is the recognition of the brand's core message, ethics and foundational pursuits to provide you happiness, a relaxing stay and culture. The structural architecture will match that city's architecture, yet you'll still recognize and recall the essence of the brand. That is a lifestyle brand.
