Lifestyle Brand Research Articles

‘Here comes the (Turkish) bride’: American consumer culture and the Turkish bridal industry

This ethnographic study seeks to position Turkish women within the lucrative global bridal industry, which is today heavily influenced by the style, aesthetics and consumer values of the American wedding. It will add to the existing literature by examining Turkish brides’ participation in transnational networks that promote the commodification of weddings in Turkey – a country where, for many, weddings were until quite recently low-budget affairs designed to maximize newlywed profits. We will explore how such networks establish and reinforce bridal rules and codes through wedding props such as gowns, cakes, jewellery, flatware, china and honeymoons. By unpacking the complexities, symbolism and meaning of the contemporary Turkish bride, we will move beyond simple binaries to examine how tradition and modernity overlap and intersect and how modernity is an intrinsic part of the evolution of traditional Turkish wedding practices. This study will also critique processes of (American) cultural assimilation and reveal how Turkish brides are negotiating western trends, influences and the ‘weddingindustrial complex’. Through lifestyle marketing and other industry practices, these networks are prescribing how Turkish women – regardless of their socioeconomic and ethnic backgrounds, educational and class status and cultural and religious beliefs – should perform the bridal role. Moreover, because of its ties to aesthetics, style and fashion, the lavish American-style wedding has also become the ultimate platform for the display of purchasing power in Turkey – a way to replicate the conspicuous consumption of the wealthier, leisured classes that, for many Turks, has become synonymous with modernity and elevated social status.

Value-Creation Through Lifestyle Branding

Lifestyle is a pervasive word in the textile and fashion industry and in academia. There is no consensus as to a unified, sustained theory of lifestyle branding and operationalization tools for such a brand strategy. However, the social media surge since 2013 has increased the need to understand how brands can interact with consumers lifestyles portrayed online. This article discusses theoretical underpinnings of ”lifestyle”, in order for Fashion and non-fashion brands to provide relevant “lifestyle” content and allow value-creation for niche consumer lifestyles.

빅데이터 분석을 통한 SPA 브랜드 인식 연구

This study investigated how consumers perceive global SPA brands and domestic SPA brands, and how these perceptions have changed. The data for analysis were selected featuring Korean and English names for each brand name (H&M, UNIQLO, ZARA/Daiz, SPAO, TOP10) as search keywords, and social texts were collected using Textom. Posts for a total of six years (2013-2014, 2016-2017, and 2019-2020) were set as the study’s subject. The collected texts were extracted using the KrKwic software. Then, the frequency of appearance was calculated and a network matrix was constructed. A semantic network was visualized using the NodeXL program to determine the connection structure and characteristics between core keywords. As a result of examining consumer perceptions of SPA brands and their changing patterns, the following insights were derived. First, a difference was found in consumers’ items of interest regarding global SPA brands and domestic SPA brands, as well as in the attributes that were considered when purchasing. Unlike global SPA brands, domestic SPA brands have only recently become recognized as family SPA brands. In addition, the study found that the level of interest and use of the online channel of Korean SPA brands were relatively low. Therefore, in order for rising domestic SPA brands to transform into global SPA brands, they must establish strategies such as building a brand identity that emphasizes diversity (which is SPA’s strength), strengthening online channels, and evolving into lifestyle brands.

Marketing collaborations between luxury brands and hip-hop artists: An analysis of community feedback on Instagram

Luxury fashion and hip-hop music have become intertwined, but their relationship remains conflict-ridden. This study examines the collaboration between luxury brands and rappers based on three marketing collaborations from 2019: Gucci, Fendi and Chanel. Critical user and community feedback are examined using quantitative and qualitative in-depth analyses of Instagram posts. The evaluation takes the form of an engagement and sentiment analysis, the results of which mirror previous research on hip-hop marketing and social media monitoring. This study provides insights into the opportunities and risks of lifestyle marketing in collaboration with artists.

Social branding framework to address smoking among alternative peer crowd teens

PurposeThis paper aims to describe the Social Branding framework, which uses lifestyle branding to change behaviour within psychographically-defined target audiences. Syke, a Social Branding programme to reduce cigarette use within the higher-risk alternative teen peer crowd in Virginia, USA, is presented as a case study with evaluation results.Design/methodology/approachSocial Branding first creates an authentic lifestyle brand that appeals to a psychographically-defined audience. Once sociocultural authority is built, the lifestyle brand introduces tailored behavioural messaging using targeted messaging channels, relying on experiential marketing events and in-group influencers to align the desired behaviour with the audience’s social identity and values. The evaluation consisted of annual cross-sectional surveying (2011–2014; n = 2,266) on brand recall, liking, message comprehension and current smoking. Among those with recall, the prevalence of liking/comprehension categories (disliked and did not understand; liked or understood; liked and understood) and of smoking within categories was compared across years using chi-square tests. Multivariate logistic regression explored liking/comprehension as a predictor of smoking.FindingsRecall, liking and comprehension were significantly higher in 2014 than in 2011, as was the proportion who both liked and understood Syke. Those who liked and understood Syke had half the odds of current smoking compared to those who disliked and did not understand it.Originality/valueSyke reached, was liked by and was understood by the target audience. The Social Branding framework effectively appeals to and reaches higher-risk audiences, with learnings applicable to other behaviours and populations.

소셜 미디어 데이터를 활용한 라이프스타일 호텔 인식에 영향을 미치는 요인분석 - Vision AI 기반 국내 라이프스타일 호텔의 인스타그램 데이터 분석을 중심으로 -

In an era of uncertainty in the tourism and hospitality industry, hotels should inevitably provide their unique value attached to their space. In this circumstance, global hospitality groups have been creating lifestyle brands in line with the latest trend. Even with the rapid growth of lifestyle brands, the concept of lifestyle hotels is still vague. Besides, lifestyle hotels, especially in South Korea, tend to be developed as multi-purpose complexes combined with retail. Therefore, lifestyle hotel experiences should be studied with broader perspectives, not solely focusing on its primary function of staying. This study aims to identify factors of lifestyle hotels by analyzing user-created content on Social Media. This research examined images and hashtags on an image-based social media: Instagram. Departing from investigating lifestyle hotel brands in South Korea based on 12,913 hashtags and 565 location analysis of 4,242 lifestyle hotel posts, the contents related to three lifestyle hotels(Hotel Cappuccino, L7, and GLAD) were analyzed. For this, a web crawler was developed with Python. A total of 84,585 hashtags and 52,707 images were analyzed using Vision AI to explore the crucial factors. The results demonstrated that design, facilities, setting, and service factors are the most influential in lifestyle hotels. Also, the lifestyle segment reflects the latest lifestyle and hospitality trends. Based on these results, this study suggests the five main categories of factors for future research: design, facilities, setting, service, and trend. Moreover, this research suggests broader uses of big data and deep learning for deriving the factors that influence the perception and evaluation of hotel spaces.

KEPUTUSAN PEMBELIAN VIRTUAL GOODS DITINJAU DARI KELOMPOK ACUAN, GAYA HIDUP DAN EVENT MARKETING (Studi pada players Mobile Legends: Bang Bang di Universitas Islam Batik Surakarta)

The purpose of this. study was to analyze the simultaneous and partial influence of the reference group, lifestyle and event marketing on the decision to purchase virtual goods on Mobile Legends: Bang Bang players at the Islamic Batik University Surakarta. This type of research is descriptive quantitative. The populationt is all consumers who purchase virtual goods at the Islamic Batik University Surakarta with an unknown amount. The sampling technique in this study was purposive proportional sampling. The sample is 100 studentstfrom the Islamic Batik University Surakarta. Data obtained from questionnaire. The data analysis technique used is multiple linear regression analysis. F test prove that the reference group, lifestyle and marketing events simultaneously influence the decision to purchase virtual goods on Mobile Legends: Bang Bang players at the Islamic Batik University Surakarta, where Fcount is 37,527 > Ftable is 2,70 with a significance value of 0,000 < 0,05. t test show that the reference group, lifestyle and event marketing have a positive and significant effect on the decision to purchase virtual goods on players of Mobile Legends: Bang Bang at the Islamic Batik University Surakarta.
 
 Keywords : Reference Group; Lifestyle; Event Marketing and Purchase Decision

Mapping digital foodscapes: Digital food influencers and the grammars of good food

Drawing on recent debates around food, space and digital media, this paper introduces and develops the concepts of the digital foodscape and ‘good’ food grammars. Through a quantitative and qualitative analysis of digital platforms, discourses and personas, we investigate the ways a key set of digital food influencers (DFIs) construct, curate and share the meanings of good food. We first explore who these influencers are, describe what platforms they inhabit, how the variable social media affordances work through these platforms and the notions of good food they construct. We then focus specifically on DFIs’ communicative practices on Twitter to analyse the core discourses DFIs produce and those that are taken up by audiences through re-tweets and likes as well as the re-tweeted tweets of DFIs. Overall, our findings suggest that first, good food grammars are being constructed by rule setters beyond the already well-established food personalities and celebrity chefs of the UK’s foodscape. Yet, these grammars also re-inscribe a form of white, hetero-normative middle- and upper- class privilege that produces particular grammars of good food. Second, different social media and digital platforms provide space for diverse good food grammars given their variable affordances. Twitter, in particular, is the place where the grammars of DFIs take on non-food themes such as self-empowerment, inspiration, charity campaigning and awareness raising. Third, the notions of good food in DFI grammars revolve around a range of constructions, with the most elevated related to ‘clean’ eating and/or ‘clean’ lifestyles that combined healthy, ‘free from’ diets with fitness regimes and expand DFI grammars – and ultimately their brands – into a more holistic lifestyle brand. This paper’s initial empirical and conceptual foray into digital foodscapes and DFIs opens up space for further research on food and digital media within Geography and beyond.

Health and Wellness Products: How Misleading Marketing in the West Undermines Authentic Yogic Practices: Greenwashing the Industry Isn’t Telling You

Items marked as "normal" or "eco-accommodating" may not be as naturally or wellbeing cognizant as they show up. In addition, they emphasize the significance of consumer education in promoting sustainable consumption practices and avoiding misunderstandings of green-related terms. Additionally, this study found that female yoga practitioners and yoga-related products were the most frequently featured image categories in advertisements. This study discusses the implications for the ongoing commoditization of yoga and the function of advertorials in print magazines as the use and reach of native ads in digital media expand. Many aspects of a commercialized and objectified fitness culture and lifestyle brand are exemplified by media representations of yoga that primarily focus on thin, white, upper-class female practitioners wearing expensive apparel and accessories. It is essential to seek out genuine sources and instructors who uphold the yoga's traditions and tenets in order to engage in authentic yogic practices.

Luxury Strategy by Simple and Pleasant Life-Style Brand of MUJI — Flagship Store Strategy for Large Store Location

Most of the luxury brands have flagship stores. In recent years, daily fashion brands and SPA brands such as UNIQLO and MUJI also have flagship stores. Both flagship stores are large stores, located in special places such as Ginza for brand-building. However, flagship store importance is not only Place of the marketing mix (4Ps) but also Product, Price, Promotion. In this article, we investigate flagship store strategy and the relationship between flagship store strategy and brand building by the overseas cases of MUJI.

Measuring the True Potential of Lifestyle Brands in India: A Consumer-Level Scale for Existing and Potential Investors (CL-LBSi).

It is evident that among more than 5000 Indian lifestyle brands, only a few brands have created true lifestyle brand image in their employees, investors, competitors, and consumer’s minds, and the trueness level of the majority of Indian lifestyle brands is still in question. The majority of developing and developed Indian lifestyle brands assume that the success of a lifestyle brand is measured basis the revenue or profit they generate and are unaware of implicit long-term strategical benefits of creating a true lifestyle brand image in consumer’s minds. In India, the lifestyle category has also become one of the most sought-after categories for many start-up entrepreneurs. Just because there is an evident gap for a certain lifestyle product category in the market and just attempting to fill such a gap does not guarantee sustainable success. India indeed is one of the countries with consumers belonging to the widest range of Religions, Regions, Languages, Sub-Cultures and Economic backgrounds which makes it very difficult for any lifestyle brand to own a true lifestyle brand image at National level and makes it furthermore important for them to be more careful and efficient in ensuring adaptation of right evaluation techniques and tools to regularly measure a brand’s the true potential in attaining a sustainable profitable stage of its evolution. Both new and existing lifestyle brands in India inevitably require investors to fund their journey of attaining the final stage of evolution which is known as a sustainable profitable stage in addition to gaining true lifestyle brand image among existing and potential employees, investors, competitors, and consumer’s minds. However, in the absence of any inputs driven measurement instruments, investors are in a quandary to gauge, estimate and forecast the true potential of lifestyle brands in India before they make any investment decisions and usually most of the investors follow traditional brand equity or valuation methods which are mostly skewed toward output-driven measures. In this exhaustive empirical study, we have studied a few select lifestyle brands. investors and investments to identify 63 inputs based sub-elements across 7 key elements and 3 dimensions to design a simple instrument named as FL-LBSi, which would measure the true potential of a lifestyle brand in India irrespective of the brand’s current evolution stage/phase and age in the Indian retail market.

Exclusive Brand Outlet Expansion Framework for Lifestyle Brands in India (EBOE-LS)

Though EBOs’ (Exclusive Brand Outlet) risk-mitigation is a collective responsibility of lifestyle brand and the expansion partner (franchisee), a majority of lifestyle brands in India believe that the risk of capital investment/recurring expenses of EBOs and profit generated by EBOs has to be owned by the expansion partner. This belief and unbalanced business strategy of lifestyle brands though attract franchisees in the early stages of EBO expansion due to the brand’s reputation in the market or initial lucrative contract terms, it seriously fails to bring any long-term strategic and competitive advantages to the lifestyle brand as the drop-out rate of expansion partners increase significantly after one year of operation. This belief is also distracting lifestyle brands from understanding the long-term positive impact of EBO expansion frameworks that could balance the risk-mitigation and profits between the brand and the expansion partner. A single theory, model and framework of ‘Firm-Contracts’ and ‘Distribution Systems’ from the existing literature available across perspectives, paradigms, and areas of study (Economics, Business Law, Market Penetration, Business Strategy, Marketing and so on) is not entirely applicable that could be adopted to suit lifestyle brand’s EBO expansion plan in India and designing a framework without empirical pieces of evidence is also not appropriate. In this study, (i) we have studied existing theories, models and frameworks relevant to market penetration and expansion; (ii) analyzed 24 months’ of actual EBO data of a few select organized lifestyle brands in India across their existing expansion models; (iii) borrowed experimental findings and insights from previous studies relevant in this context, to identify key decision and investment-making areas that could result in a balanced business contract between a lifestyle brand and the expansion partner thereby designing an economical/effective framework that would be useful in deployment of appropriate tactics of deciding a right EBO type for every City Type and the Store Location by a lifestyle brand in India. The framework is named as EBOE-LS.

Lifestyle branding as a brand-oriented positioning strategy: Insights from Spanish fashion consultants

ABSTRACT This paper expands knowledge of lifestyle branding by defining and identifying its scope, as well as its relationship to fashion branding. The term itself is ubiquitous in management, but remains undefined from a holistic point of view and is understudied in the academic literature. We thus address this gap and complement previous conceptualizations with empirical research on lifestyle fashion branding. The study herein relies on seven semi-structured, in-depth interviews with experienced Spanish fashion brand consultants who advise prestigious fashion companies in Spain. The interview transcripts were analyzed using thematic analysis and Atlas.ti 7.5.18 software, employing an interpretive, qualitative approach. This paper’s primary contribution is found in its empirical study of lifestyle branding conceptualizations from fashion professionals with diverse fashion expertise, including in digital branding, lifestyle retailing, strategic communications, public relations, influencer marketing and social media. Insights into lifestyle branding conceptualizations in relation to fashion retailing emerge from their combined expertise, which then further point to opportunities for expanded research on lifestyle branding in a variety of fashion retail contexts.

The Effect of Using Instagram Influencers in Building Conseva’s Brand Awareness

Rapid growth of social media development leads to abundant brands’ promotion for their products or services. One of the many ways is promotion through influencers on Instagram. Recently, it is known that companies using Influencer marketing tend to keep going up since such particular way is considered to be quite effective to increase brand awareness. However, the average data obtained from various journals and articles is data from medium to large scale companies both locally and internationally. Therefore, this study was conducted to examine whether the use of Instagram influencers to increase brand awareness is also effective for micro-scale local brands by taking examples from one of Surabaya lifestyle brands called Conseva. This research was conducted with a quantitative method focusing on collecting numerical data to see the results of the growth of followers and visits obtained by Conseva before and after using Instagram influencers. If the number of Instagram followers and visits to Conseva increases, it means that brand awareness has also increased and vice versa.

Consumer Communication Deployment Tactics: An Integrated Framework for Lifestyle Brands and Retailers in India (CCF-LS)

Though consumer communication and orientation is a collective responsibility of all the departments/functions across the organization, a majority of lifestyle brands and retailers in India believe that the consumer communication is the deliverable of a single department/function that is widely and erroneously tagged as Marketing Department. This belief is distracting them from understanding the long-term positive impact on consumer patronage and they continue to use high-cost advertisements as one of the major tactics for consumer communication. A single theory, model and framework of consumer behavior from the existing literature available across perspectives, paradigms, and areas of study (Economics, Behavioral Economics, Psychology, Social Psychology, Anthropology, Marketing and so on) is not entirely applicable that could be adopted to suit lifestyle brands/retailers in India and designing a framework without empirical pieces of evidence is also not appropriate. In this study, i) we have studied over 28 consumer behavior theories, models and frameworks; ii) analyzed 24 months’ of actual data of a few select organized lifestyle brands and retailers in India; iii) borrowed experimental findings and insights from previous studies relevant in this context, to identify 50 factors influencing the outcomes of each stage of the consumer decision-making process and selected a few of them that have indicated the high scope of influencing capability by a lifestyle brand/retailer to design an economical and effective framework that is useful in designing consumer communication deployment tactics by a lifestyle brand or retailer in India. The framework is named as CCF-LS.

Measuring the True Potential of Lifestyle Brands in India: A Consumer-Level Scale for Existing and Potential Investors(CL-LBSi)

It is evident that among more than 5000 Indian lifestyle brands, only a few brands are able to createtrue lifestyle brand image in their employees, investors, competitors, and consumer’s minds and thetrueness level of the majority of Indian lifestyle brands is still in question. The majority of developingand developed Indian lifestyle brands assume that the success of a lifestyle brand is measured basisthe revenue or profit they generate and are unaware of implicit long-term strategical benefits ofcreating a true lifestyle brand image in consumer’s minds. In India, the lifestyle category has alsobecome one of the most sought-after categories for many start-up entrepreneurs. Just because there isan evident gap for a certain lifestyle product category in the market and just attempting to fill such agap does not guarantee sustainable success. It is true that India is one of the countries with consumersbelonging to the widest range of Religions, Regions, Languages, Sub-Cultures and Economicbackgrounds which makes it very difficult for any lifestyle brand to own a true lifestyle brand imageat National level and makes it furthermore important for them to be more careful and efficient inensuring adaptation of right evaluation techniques and tools to regularly measure a brand’s the truepotential in attaining a sustainable profitable stage of its evolution. It is inevitable that both new andexisting lifestyle brands in India require investors to fund their journey of attaining the final stage ofevolution which is known as a sustainable profitable stage in addition to gaining true lifestyle brandimage among existing and potential employees, investors, competitors, and consumer’s minds.However, in the absence of any inputs driven measurement instruments, investors are in a quandaryto gauge, estimate and forecast the true potential of lifestyle brands in India before they make anyinvestment decisions and usually most of the investors follow traditional brand equity or valuationmethods which are mostly skewed toward output-driven measures. In this exhaustive empirical study,we have studied a few select lifestyle brands. investors and investments to identify 63 inputs basedsub-elements across 7 key elements and 3 dimensions to design a simple instrument named as FLLBSi, which would measure the true potential of a lifestyle brand in India irrespective of the brand’s current evolution stage/phase and age in the Indian retail market.

Measuring the True Potential of Lifestyle Brands in India: A Consumer-Level Scale for Existing and Potential Investors(CL-LBSi)

It is evident that among more than 5000 Indian lifestyle brands, only a few brands have created true lifestyle brand image in their employees, investors, competitors, and consumer’s minds, and the trueness level of a majority of Indian lifestyle brands is still in question. The majority of developing and developed Indian lifestyle brands assume that the success of a lifestyle brand is measured basis the revenue or profit they generate and are unaware of implicit long-term strategical benefits of creating a true lifestyle brand image in consumer’s minds. In India, the lifestyle category has also become one of the most sought-after categories for many start-up entrepreneurs. Just because there is an evident gap for a certain lifestyle product category in the market and just attempting to fill such a gap does not guarantee sustainable success. India indeed is one of the countries with consumers belonging to the widest range of Religions, Regions, Languages, Sub-Cultures and Economic backgrounds which makes it very difficultfor any lifestyle brand to own a true lifestyle brand image at National level and makes itfurthermore important for them to be more careful and efficient in ensuring adaptation of rightconsumer-level evaluation techniques and tools to regularly measure a brand’s the truepotential in attaining a sustainable profitable stage of its evolution. Both new and existinglifestyle brands in India inevitably require investors to fund their journey of attaining the finalstage of evolution which is known as a sustainable profitable stage. However, in the absenceof any inputs-driven consumer-level measurement instruments, investors are in a quandary togauge, estimate and forecast the true potential of lifestyle brands in India from the consumerpoint of view before they make any investment decisions and usually most of the investorsfollow traditional brand equity or valuation methods which are mostly skewed toward outputdriven measures and sometimes they are misleading. In this exhaustive empirical study, wehave studied a few select lifestyle brands, investors and investments to identify 68inputs-basedsub-elements across 4 key elements and 3 dimensions to design a simple consumer-levelinstrument named as CL-LBSi, which would measure the true potential of a lifestyle brand inIndia irrespective of the brand’s current age in the Indian retail market.

Rational Distribution Channel Mix for Lifestyle Brands in India – An Empirical Study

Indian lifestyle brands need to understand the importance of their retailing distribution channels in relation to their overall brand image, products / categories they offer, target consumer group and their implications on the overall brand profitability and consumer perceptions over the brand image rather applying standard thumb rules, assumptions and misconceptions followed by other generalist brands or even short-term lucrative deals offered by distribution channel partners. It is evident that only few Indian brands are able to create true lifestyle brand image in their employees, investors, competitors and consumers mind and trueness level of majority of Indian lifestyle brands is still a question. Majority of developing and developed Indian lifestyle brands assume that the success of a lifestyle brand is measured basis the revenue or profit they generate through having presence across wider distribution channels and are impatient / unaware of implicit long-term strategical benefits of creating a true lifestyle brand image in consumers mind using a rational distribution channel mix strategy. It is true that India is one of the countries with consumers belonging to widest range of Religions, Regions, Languages, Sub-Cultures and Economic backgrounds which makes it very difficult for any lifestyle brand to have their presence across the country through various distribution channels as each one of them have their own pros and cons for the brand. This makes it furthermore important for lifestyle brands in India to be more careful and efficient in ensuring adaptation of rational distribution channel mix. It is observed that majority of Indian lifestyle brands believe they have adopted right distribution channel mix and it is yielding best possible revenue and profit. This belief / assumption always distracts them from analyzing the pros and cons of each distribution channels with respect to the overall brand image and they rather spend most of their time in finding sales channels which are new or latent in nature to be added to the existing distribution channel mix. In this research, we have analysed twelve months actual sales data across various distribution channels available in India of few select lifestyle brands and drawn insights to recommend a rational distribution channel mix for lifestyle brands in India.

Rational Distribution Channel Mix for Lifestyle Brands in India – An Empirical Study

Indian lifestyle brands need to understand the importance of their retailing distributionchannels in relation to their overall brand image, products / categories they offer, targetconsumer group and their implications on the overall brand profitability and consumerperceptions over the brand image rather applying standard thumb rules, assumptions andmisconceptions followed by other generalist brands or even short-term lucrative deals offeredby distribution channel partners. It is evident that only few Indian brands are able to createtrue lifestyle brand image in their employees, investors, competitors and consumers mind andtrueness level of majority of Indian lifestyle brands is still a question. Majority of developingand developed Indian lifestyle brands assume that the success of a lifestyle brand is measuredbasis the revenue or profit they generate through having presence across wider distributionchannels and are impatient / unaware of implicit long-term strategical benefits of creating atrue lifestyle brand image in consumers mind using a rational distribution channel mixstrategy. It is true that India is one of the countries with consumers belonging to the widestrange of Religions, Regions, Languages, Sub-Cultures and Economic backgrounds whichmakes it very difficult for any lifestyle brand to have their presence across the country throughvarious distribution channels as each one of them have their own pros and cons for the brand.This makes it furthermore important for lifestyle brands in India to be more careful andefficient in ensuring the adaptation of rational distribution channel mix. It is observed that themajority of Indian lifestyle brands believe they have adopted the right distribution channel mixand it is yielding the best possible revenue and profit. This belief / assumption always distractsthem from analysing the pros and cons of each distribution channel with respect to the overallbrand image and they rather spend most of their time in finding sales channels which are newor latent in nature to be added to the existing distribution channel mix. In this research, wehave analysed twelve months actual sales data across various distribution channels availablein India of few select lifestyle brands and drawn insights to recommend a rational distributionchannel mix for lifestyle brands in India.

Establishing True Lifestyle Brand in India: An Integrated Marketing Mix Framework

Humongous size of Indian retail market, evolution of modern and external brands friendly retailing formats in addition to attracting many Global lifestyle brands has also prompted many Indian exporters, manufactures, conglomerates and entrepreneurs to launch Indian lifestyle brands. It is evident that only few Indian brands are able to create true lifestyle brand image in their employees, investors, competitors and consumers mind and trueness level of majority of Indian lifestyle brands is still a question. Majority of developing and developed Indian lifestyle brands assume that the success of a lifestyle brand is measured basis the revenue or profit they generate and are impatient and unaware of implicit long- term strategical benefits of creating a true lifestyle brand image in consumers mind. It is true that India is one of the countries with consumers belonging to widest range of Religions, Regions, Languages, Sub-Cultures and Economic backgrounds which makes it very difficult for any lifestyle brand to own a true lifestyle brand image at National level and makes it furthermore important for them to be more careful and efficient in ensuring adaptation of right Marketing Mix. It is observed that majority of Indian lifestyle brands believe they have adopted right Marketing Mix and it is yielding best possible revenue and profit. This belief / assumption always distracts them from working on their existing Marketing Mix and they rather spend most of their time in finding elements which are new or latent in nature to be added to the existing Marketing Mix. In this research work we have evaluated existing Marketing Mix of few select Indian lifestyle brands across various product categories and consumer target groups to design a new Marketing Mix by just rationalizing and re-prioritizing all the elements and sub elements of basic “4P’s” of McCarthy’s original ‘Marketing Mix’ proposition along with taking clues from Lavidge and Steiner’s original ‘Hierarchy of Effects Model’.