A multitude of fields including social sciences, psychology, anthropology, literature, sociology, cultural studies and communication have attracted scholarly interest. Clothing has a long history. This signs that cleanliness is more than just a shield against the cold, the rain and the sun, above and beyond physiological needs. Clothes are well-established for all: adornment, individuality expression, identity building, a way to communicate the social value, economic standing and the promotion of culture of lifestyle & fashion.
Expression of individuality
And if often used interchangeably, the latter trend doesn’t always fulfil clothes. When clothing covers your body, mode satisfies your desires, for instance the need to fulfil your potential, belonging, appreciation and self-actualization.
So it depends on how much the style meets their desires when someone wishes to accept, ignore or adapt a fashion trend. For example, that can be done by embracing existing and traditional fashion patterns and therefore conforming, if an individual’s desire to convey social value is met. Alternatively, the representation of creativity can be accomplished by the choice of wear by being a fashion innovator.
Interest in option
Such choices are not demographic, i.e. age does not determine whether or not anyone follows patterns, nor do they relate to gender, schooling or income. Demographics alone don’t give a person a whole image and can be confusing as consumers want to interpret fashion.
Psychographic or lifestyle details such as the habits, preferences, and views of a person are not taken into account in demographics. The knowledge of what consumers want to do and what they are involved in allows fashion advertisers to know and appreciate the audience more comprehensively.
There are many examples of lifestyle & fashion marketing engagement with luxury brands. Athletic clothing companies that reach into the market niche that are involved in fitness and well-being are currently examples. Who considers that their identity is suited as an essential factor?
The Canadian brand Lululemon is adopting a community-led fitness approach by offering complimentary sessions and organising major annual activities such as the Sweat Life Festival, an extravagance of one day yoga held in London. Lululemon offers range beyond clothing, such as yoga mattresses, water bottles and back packs, with a wellness approach in marketing.
The British Pretty Green fashion company, introduced in 2009 to customer desires and events in the fields of music and fashion, is a second example of successful lifestyle marketing. The brand name is named after a song by the British band Jam, which was popular during the 1970s and the beginning of the 1980s.
With close connections to the mod movement, the brand shows a nostalgia for British music and subcultures. The brand has been offering a special series of music festivals since 2012. A new brand to mark 50 years of the Lonely-Hearts Club Sgt Pepper’s band has recently unveiled its clothes label. A guitarist, former Oasis singer Liam Gallagher created the brand itself for lifestyle & fashion..
Marketing lifestyles is a process in which individuals who can be combined with common desires, habits and views are identified. Presenting a lifestyle by the use of mode labels does not allow people to discover new things that they are involved in but rather encourages people to meet their needs, be it the need for fitness and well-being, or a subculture of music.