Private Label Lifestyle brands by Tess Wicksteed, Strategy Director, Pearlfisher New York
Posted on March 15, 2012
We often hear brands refer to themselves as Lifestyle brands, but what does this mean in the context of real life? How can a private label retailer become a 'lifestyle brand'?
In the past, Lifestyle branding has typically been about presenting a well defined image of a style of living, with a strong philosophy, specific set of values and a very distinct aesthetic. These traditional lifestyle brands tend to be very aspirational. At the premium end, think Ralph Lauren, Tommy Hilfiger, or Martha Stewart. However, often these brands can present a way of living that is so 'perfect' that it can feel both intimidating and inflexible, especially when compared to how we realistically live today. As a result we are seeing a shift in lifestyle branding. Brands are no longer dictating a specific lifestyle for consumers to buy wholesale. Now we see brands allowing consumers to mold them to fit their personal style, so that they fit in with how we live our lives.
Unbranding: Labour & Wait is a London based retailer that has a focus on 'un branding'. Unlike traditional lifestyle brands whose value rests in their overtly branded products, Labour & Wait builds on their image of traditional, authentic British homewares with no branding on products. This lack of branding means that products feel more collected than produced making everything feel one-of-a kind and also unified through a beautiful aesthetic. The un-branded aesthetic allows us to enjoy the products as part of our personal style. http://labourandwait.co.uk/
Allowing for individual interpretation:
Similarly, brands like Uniqlo, American Apparel and The Gap, succeed because they continue to play on individual interpretation, rather than creating a single aesthetic or image. Japanese brand Uniqlo has created a position focused on the individual interpretation of style, with international ad campaigns that feature local celebrities wearing basic items in their own way. American Apparel is all about self expression, encouraging people to wear their basics in unexpected and inventive ways, which ultimately elevates the brand through their creativity. These brands are presenting their products as a base, a starting point for individual style.
Lifestyle Curator: Brands like Jme, Anthropologie, and ABC Carpet & Home, realize that consumers are both seeking out speciality items and living through an individual mix of brands. These brands are sourcing products from a variety of independent designers and we see them designing in-house ranges under speciality sub brands. Anthropologie even became famous for their internal curation when their buyer at large landed a show called Man Shops Globe on the Discovery Channel. The doc-style series mirrors the delight of discovery one experiences when shopping in the whimsical and almost cluttered Anthropologie stores. These brands truly become lifestyle curators, offering consumers a mix of products from different sources and building an image on individuality and speciality.
Lifestyle brands for today's modern living. Today, most innovative lifestyle retail brands are positioning themselves as individual and personal, inspiring customers with a unique mix of products and values to help them build their own interpretation of modern living. The next generation of lifestyle brands will present a more open discourse with consumers on living, inspiring and educating, to help each individual create the perfect home for their own personal needs and way of life.
Source
http://www.pearlfisher.com/today/fresh-perspectives?pg=5
I like the idea of Brands as Lifestyle curators offering customers a way of building their own individuality. Maybe think about a Teenage brand version - Possibly Urban Outfitters fits this definition?
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