You have heard the terms brand building and lifestyle brands on this Blog. You may be asking yourself, what exactly is Staci talking about and why should my Fashion Company care?
Let's discuss one at a time.
A lifestyle brand is one that permeates into all aspects of a person's life. A lifestyle brand expands from one category of items, like clothes, and manages to become important in all aspects of your target customer's life.
In other words, you can find a products from a lifestyle brand in all rooms of your house or its products enjoyed by a wide cross section of the public.
Fashion examples include Tommy Bahama, Tommy Hilfiger, Martha Stuart, Donna Karan, just to name a few. Celebrity examples include Jessica Simpson, Kim Kardashian, & Sean Combs. Harley Davidson and Nike are others.
Sounds good right?
So how do you turn your Fashion Company from a one hit wonder into an orchestra? Check back tomorrow, when I'll address brand building.