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

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.