These days, it seems, every brand wants to be a “lifestyle brand.”
Lifestyle Brands Are Building Hotels Now. Here’s Why That Actually Makes Sense.
West Elm, Camper, and Shinola are all doing it.
September 24, 2018
Summary.
These days, it seems, every brand wants to be a “lifestyle brand.” A recent article in The New York Times chronicled a few examples: Godiva wants “to be seen as a lifestyle brand by leveraging its culinary experience to expand beyond chocolates,” and Blue Apron sees itself as “a strong consumer lifestyle brand that [plays]…a more meaningful role in its customers’ lives.” But how do you turn these aims into action? Here’s a radical idea: Consider building a hotel. After all, what more visceral, intimate way is there for you to articulate and communicate the lifestyle attributes of your brand than to invite customers to live in a space that reflects those attributes?