madewell as a lifestyle brand. lifestyle branding is a buzz word right now that few know the exact definition to. i recently came across an explanation in the Journal of Integrated Communications (Jung & Merlin, 2002-2003):
Lifestyle branding can be defined as a product or service that provides consumers with an emotional attachment to an identifiable lifestyle-- the rugged outdoorsman, the posh executive or an urban hipster, for example. The consumer then projects this lifestyle to society by purchasing and using particular brands.
madewell capitalizes on lifestyle branding by including items like the above playlist in a recent newsletter sent home in online purchases. They find talented individuals like Sharon Van Etten that optimize the madewell brand, therefore creating more loyal customers who will continue to buy madewell because it becomes about someone they aspire to be or the type of person they want to project they are.
Currently listening to Sweet & Bitter and old Fleetwood Mac (tracks 1 and 9 in the attached playlist)
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