Every brand takes on a personality, but a lifestyle brand takes these human traits and amplifies them tenfold.
Lifestyle brands use complex human personas to establish an emotional connection with consumers. The goal is to connect with people on a deeper level based on their aspirations and sell products that help them become more like their ideal selves.
According to fashion authors Stefania Saviolo and Antonio Marazza, “a lifestyle brand is a company that markets its products or services to embody the interests, attitudes, and opinions of a group or a culture. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of their products contributing to the definition of the consumer’s way of life.”