matt higgins

Lifestyle is a term that gets thrown around a lot, but is every brand claiming to be or looking to be a lifestyle brand really a lifestyle brand? The obvious answer is no.

Traditional Definition

In marketing classes, the Pilates fitness method, originating in the 1920s, is frequently cited as the first lifestyle brand, but better examples of early true lifestyle brands are from the original surfing craze. Surfing was a true lifestyle. It was a subculture and even a counterculture. Surfing represented adventure, a connection with primal nature, youthfulness, freedom, and nonconformity. Surfing wasn’t just an activity, it impacted what participants wore, the music they listened to, where they lived, where they vacationed, the language they used, how they looked, and who they associated with. Surfing shaped who they were. Brands made products that were part of the customers’ identity and passion. Even when they were nowhere near a beach, surfers wore Quiksilver, Billabong, O’Neill, and more. And because these brands represented an inspiring lifestyle, thousands of non-surfers wore them for what they represented.

New Definition

The current marketing definition of a lifestyle brand is significantly broader. Brands that offer emotional connections and shared values are considered lifestyle brands. It’s more about alignment. In this digital age we live in, many consumers understandably want to be associated with a brand that represents their values. Basically, being seen with a lifestyle brand’s product says something about you. What this new definition is really identifying is brand affinity.

Under this new definition, brands such as Apple and Coca-Cola are frequently identified as lifestyle brands. Are they really lifestyle brands in a meaningful way? A better example that bridges the gap between the traditional and new definitions is Patagonia. This outdoor company makes its commitment to the environment well known because it knows this positioning resonates with their customers. Patagonia donates about $100 million annually to environmental causes. So, wearing Patagonia is a statement about what you enjoy doing and what’s important to you. Another solid example is Harley-Davidson. Wearing Harley-Davidson branded apparel doesn’t just say you are a fan of the company, it says you enjoy freedom and have a certain rebelliousness and grittiness. You might wear Brooks Brothers from 9 to 5 but come Saturday when you throw a leg over your Harley you feel a lot closer to the Hells Angels than you do Brad in accounting. Harley-Davidson represents a lifestyle.

Narrow by Definition

Well, it needs to be said: if everything is a lifestyle brand, nothing is a lifestyle brand. True lifestyle brands are connected to what the core consumer does, and who they are. Lifestyle brands must be authentic. The consumer might not be, but the brand must be. We all know not everyone sporting a Columbia PFG hat reels in marlins, but the Performance Fishing Gear lineup is legitimately designed for fishing, and their core customers live and breathe fishing.

Not every lifestyle brand has to be centered around an activity such as surfing or fishing, but it is the frequent common denominator. This is because certain activities become part of the person. The activity defines them. It is their lifestyle and the products they choose help them with their lifestyle. But, conversely, not every brand making a product for an activity is automatically a lifestyle brand. Dell makes a lot of computers for the activity of office work, but it’s a pretty hard sell to say Dell is a lifestyle brand. Made for gamers, their Alienware brand definitely is though. This is the point. Lifestyle is specific, and specific is narrow. Lifestyle brands are not all-encompassing. They are not for everybody. Dell is for everybody. Alienware is for gamers.

Why Lifestyle Branding?

So, what is the benefit of being a lifestyle brand? Usually, it means you have a ready-made audience that is actively looking for products or services to fit their needs. It’s a relationship, not just a transaction. Lifestyle brands readily build loyalty and raving fans. Customers will often actively market for you. They’ll wear your apparel, endorse your product to their peers, and readily share your content. These customers have an exponentially higher lifetime value.

While there are no guarantees, with loyal customers who aren’t likely to completely stop doing the things they love, lifestyle brands can weather downturns in the economy better than traditional product-centric brands.

Lifestyle brands are also aspirational, so they have appeal beyond their core audience. In a way they do become for everyone. The North Face sells more vests than there are mountains to climb.

Lifestyle brands also disrupt the traditional purchase behaviors. When a lifestyle brand introduces a new product, it is far more likely to be viewed as a need instead of just a want. Lifestyle brands can also charge more premium prices as there is expected value.

Don’t be lured in by the new broad definition of a lifestyle brand. Forcing what isn’t really there will do far more harm than good. Authenticity is essential. An emotional connection is not enough to position the whole brand as a lifestyle brand. When it is real, however, take advantage of it. When you are serving a lifestyle, lean into it.