17 Mar Great Lifestyle Brand Examples: Marketing Done Right
Great marketers have said that in order for brands to survive in the ever changing market is by selling more than a product or a service. Experts have suggested that exceeding expectations is a fool-proof way of cementing a spot in the market. While some keep a mental note of this in mind, others go above and beyond the advice.
With this in mind, lifestyle brands were created. A lifestyle brand is academically defined as a manufacturer marketing itself — and whatever they are selling — as an embodiment of the interests and beliefs of a group or a subculture. Instead of just relying on the products itself, they are selling the idea of improving the consumers way of life.
For instance, Marks and Spencer have convinced their consumers of achieving better quality of living upon buying their products because of the identity they have built for luxury lifestyle. In another case, Adidas’ marketing strategies on sporting goods revolved around connecting athletes and normal individuals. As mentioned earlier, this generation of customers are after the experience manufacturers can give them. Successful lifestyle brands market themselves to share the same identity and ideologies as their consumers, forming deeper connections with each individual.
Though we’ve seen a rise in lifestyle brands, top brands have become great brand lifestyle examples on how one company can build an empire around identity and ideology.
Great Lifestyle Brand Examples
Marketers have traced lifestyle brands back to the 80s when surfing and skateboarding created content, styles, and products. They created communities and now that the Internet has made communication so much easier, culture can now spread easily.
Among the several brands that have cultivated communities and ideologies, such as energy drinks like Red Bull, there are a few that stood out the most. Not just because they are able to sell great experiences to their biggest fans, but because they have marketed themselves as something entirely different from a lifestyle brand.
Here are some great brand lifestyle examples.
It’s long been known that Nike’s marketing strategy has exceeded selling shoes or sportswear. The athletic brand had its consumers investing in a lifestyle that’s just like their favorite athletes. Being one of the biggest lifestyle brands in the market, Nike has successfully connected several targeted audience — from professional athletes to individuals who just want to improve their health.
But what makes it a really successful lifestyle brand is it’s effective digital marketing campaigns. Though Nike is a sportswear giant, the brand continues to go above and beyond traditional lifestyle marketing.
For one, it’s continues to cultivate meaningful stories and tag lines that evoke particular feelings. Each campaign tells the story of a hero who overcomes hardships with the help of their products. In like manner, their tagline “Just Do It” inspires it’s consumers to ignore their enemies telling them they can’t. The brand invests much of their brand strategy on emotional connection.
Furthermore, Nike has harnessed several other channels as part of its overall digital marketing campaign. As an illustration, its Air Jordan campaign joined forces with Facebook Messenger bot and AI platform Snaps to allow fans access to a unique connection with the product.
In another case, the athletic giant also made use of an immersive virtual video game called Reactland to promote its new cutting-edge running shoes called Epic React. The said game was hosted through several channels like mobile phones, their social media accounts, videos and even on their website. Nike made use of social media management as well as immersive gamification to showcase their latest sole cushioning technology.
Though it has cemented itself as the number one lifestyle brand, Nike continues to beat itself in terms of great campaigns.
The yoga pants innovator did what most marketers identified as miraculous; it was able to earn a significant market share in an industry dominated by giants such as Adidas, Under Armour, and Nike. Its digital sales played a major role in its earnings, with e-commerce sales reaching 60% compared to its previous 44%.
Their COO, Stuart Hselden, have claimed that the strength of their lifestyle brand is its continuous focus on product innovation, digital acceleration, and investment in their people. What made the newcomer standout is its loyal customers. Aside from promoting a healthy lifestyle, the brand was able to cultivate a cult-like community of active enthusiasts in search of premium quality yoga wear.
But how did a new lifestyle brand like Lululemon Athletica earn such a strong position in a saturated market? They invested in their identity and their people.
Lululemon made sure their customers felt connected with the brand through their social media accounts, most especially on Twitter! The brand’s replies are filled with encouraging messages to devoted customers. Though they had at least a million followers, they made the commitment to reply to as many fans as possible.
These small interactions inspires individuals to continue on their journey towards wellness and mindfulness. The brand further emphasizes by curating customer experience-based events.
For instance, they offer a wide variety of fitness and health events. Additionally, Lululemon started to house several fitness studios that features fuel bars as well as the chance to try out some of their gears during different customers.
The brand has gained a massive following due to its commitment on wellness and fitness!
Ever since the brand was built in 1970, it had set its eyesight to a specific type of shopper: young and into alternative culture. Aside from offering stylish and slightly edgy clothes, the brand also started to sell other lifestyle products like records, and home decor.
When their following picked up, they decided to embrace the idea of being a lifestyle brand by kickstarting blog posts that covered brand new music, in-store events, and even exclusive look into making their famous look books! However, UO excelled its lifestyle concept through its social media management on Instagram in comparison to content marketing.
Each of the brand’s stores in every major city such as New York, Chicago, DC, Miami and Philly, have their own separate accounts tailored for itself. For example, Chicago’s Instagram account showcases photos of the Magnificent Mile. Contrastingly, Miami’s reveal scenic photos of the beachfront.
Furthermore, the brand keeps their community engaged through omnichannel retention programs like reward programs through UORewards and through their social media accounts. In like manner, Urban Outfitters try their best to reply to the majority of their customers!
Despite the controversies it has gone through due to some questionable product, UO is still on the top of its game through its lifestyle products marketing.
Key Takeaways and Other Steps to Success
Creating a lifestyle brand in itself, is a hard process. Growing your community within your target market could take a while and marketing yourself as a newcomer in an ever-changing market can be quite difficult.
But, if any of the mentioned lifestyle brands teaches us one thing about products and apparel marketing, it’s consistency. All aforementioned brands, in fashion, have illustrated consistent storytelling in their respective digital marketing campaigns. It must be remembered that emotions is a big selling point for lifestyle brands. Should you choose to venture out on content marketing or digital marketing, your voice should be consistent.
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