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. They often operate off an ideology, hoping to attract a relatively high number of people and ultimately becoming a recognised social phenomenon.


In general lifestyle usually includes:

  • patterns of social relations
  • entertainment
  • consumption
  • dressing styles

Lifestyle brand is a brand that clearly represents an individual or a group – the way of living, the way he/she wants to look to the other people, to embody visions and opinions. By operating off a lifestyle brand ideology, a company’s ultimate goal is to become a recognised social phenomenon.

An organisation achieves a lifestyle brand by focusing on evoking an emotional connection with its consumers. Therefore, organisation can create a desire for a consumer to be affiliated with a particular group or brand. Furthermore, the consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand. For example, portraying self-expression using a brand on social media.

Coachella style by Victoria’s Secret angels

Lifestyle brands focus on evoking emotional connections between a consumer and that consumer’s desire to affiliate him or herself with a group. Some recent contributions have defined lifestyle brands as one of the possible ways of consumer self-expression: customers believe that their identity will be reinforced or supplemented if they publicly associate themselves with a lifestyle brand.

Consumers use brands to express their identity. The need for self-expression can be related to the need for acceptance within society and the societal view on brands and how different brands portray income or wealth. An advantage to lifestyle brands is that consumers can express their identity in a number of ways. This is a dominating factor that would lead on to the consumer adopting a certain lifestyle. Brands allow for customers to express themselves and portray their identity and lifestyle.


Examples of lifestyle retail brands:

  • Benneton
  • Laura Ashley
  • GAP

One popular source for lifestyle brands is also national identity. Victoria’s Secretis a spirited lifestyle brand dedicated to the independent collegiate woman, while Burberry is recalling the hip London culture. Burton has built its lifestyle brand by drawing on the snowboarding subculture and Quiksilver has done the same with the surfing community.


“Have fun as much as possible” – Jake Burton Carpenter, founder and chairman of Burton Snowboards Inc.

One key indication that a brand has become a lifestyle is when it successfully expands beyond its original product. For example, Nike used to be a product-based company, focusing on making running shoes. But over time, the company and its logo has become associated with the athletic subculture. That has allowed Nike to expand into related athletic categories, such as sports equipment and apparel.