Lifestyle Brand Analysis

992 Words4 Pages

In the era of technology, individualism and fast moving environments people are disconnected with each other and seek for more experiences than physical products. Life is about experience and people always want more. Today’s lifestyle brands are trying to deliver better, bigger and more distinct experiences to the consumers. An increasing number and variety of brands in lifestyle flourished, by the time brands realized the impact lifestyle has to consumers’ life. Polo Ralph Lauren is one of the pioneers of the lifestyle movement, giving us an aspirational representation to work with. Traditional brands are defined as a name, sign, symbol or design or even a combination of them attempting to differentiate their offerings from the competitors …show more content…

A few more examples of lifestyle brands from the existing literature include Gap, Laura Ashley, Benetton and Ralph Lauren, Abercrombie & Fitch, and Martha Stewart (Chernev et al. 2011). Also, surprisingly in the electronic industries Apple has become successfully a lifestyle brand, with some of its customers being in the point of obsession. Moreover, lifestyle brands have gained an increased share in the luxury market such as Armani, BMW, Louis Vuitton and Rolex. In my opinion an additional interesting way of building lifestyle brands is by promoting the latest trend of self-branding celebrities. Representatively examples are Gwyneth Paltrow’s lifestyle brand Goop and Jessica Alba’s The Honest Company. However, a question arises: Should we embrace lifestyle branding ? In order to give an answer to this question there are multiple aspects and consequences that should be taken into account. Brand loyalty is definitely one of them, providing tangible evidence of the success or failure of a brand in an overall relationships between the consumer and the …show more content…

Therefore, there is a high possibility of concluding in unique and contributing findings in the end of my study. Taking into consideration all the above, my research question concerns : What is the moderating effect of personality traits (Big 5) on brand loyalty of lifestyle brands? Building upon prior research on lifestyle brands, human personality traits (Big 5) and brand loyalty the research model is being tested empirically with an online survey study among Greek consumers. Academically, this study will contribute in literature enlightening the topic of lifestyle brands. Since, the research in this area has been limited to specific objectives, regarding my knowledge and investigation on the topic, findings with respect to consumers' loyalty towards lifestyle brands will provide more insights. Managerial contributions are likely to guide segmentation, targeting and position marketing strategies. Moreover, branding implications will suggest under which conditions lifestyle branding should be adopted and how consumers' personality traits can influence the levels of loyalty towards lifestyle

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