Lifestyle Branding in Spanish Fashion Retail: the case of SMEs
Abstract
Lifestyle branding remains undefined and lacks a scientific body of knowledge, despite a rise in interest in the topic.
This doctoral dissertation addresses this void in academia by empirically researching its meanings using qualitative methodology and thematic analysis through multiple-case research of SME fashion retail brands in Spain. The definition of lifestyle branding is explored and its dimensions for operationalization are presented. The primary contributions of this study are that lifestyle branding is discovered as brand-oriented type of positioning and related to a digital brand approach by contrast to more traditional retail branding. An innovative discovery is that one product category is sufficient for lifestyle branding strategy and brand extensions are not necessary because of co-branding and collaborations with other partners that help co-construct the brand. In addition, another key insight is that lifestyle-oriented brands are more brand-identity oriented whilst product-market driven brands focus more on mere lifestyle imagery
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Copyright (c) 2021 Teresa Pérez del Castillo
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The authors retain their copyright and grant the journal the right of first publication of their work, which will be simultaneously subject to the Creative Commons License, Attribution-NonCommercial, International License (CC BY-NC 4.0). The scientific community is free to share, copy, and redistribute the material in any medium or format, and to remix, transform, and build upon that material under the following terms: Proper credit must be given (journal, authors, URL/DOI), and it is not used for commercial purposes.
