Successful Lifestyle Branding
- Marketers need to create the perfect experience for their consumers
- Lifestyle bands have a deep understanding of their target consumer's way of life
- They understand the type of experiences that they crave as well as the people, places and things that motivate and inspire them
Nike +
- Fitness tracker app
- Focused on the lifestyle of the consumer, in this case running
- Smart part was bringing in the community
- Once someone 'liked' a running route, the user would hear cheers and applause in their headphones
- What Nike did here was remove itself from the experience while also incorporating the encouragement of user's friends and optimising their run
Sour Patch Kids
- Candy became social currency for fans of indie musicians in Brooklyn and Austin
- Through creation of The Patch
- The Patch is a brownstone building in Brooklyn built so that traveling musicians could stay free of charge for as long as they want
- Instead of marketing the brand as a lifestyle a person could assimilate into, they reversed it and structured their brand to assimilate into an already existing lifestyle their audience thought was 'cool'
GoPro
- Optimising the experience that their consumers are already partaking in - taking amazing pictures and videos
- GoPro Awards - handing up to $5 million for the best photo/videos shot with a gopro
- A way to invest in the talented people who are using their products
Digital Lookbooks
What is a Lookbook
- Digital or printed document which features your collection
- Can have a mix of editorial style images and also your e-commerce style product images which shows off each product in its entirety
- There are two types of lookbooks - consumer lookbooks for the general public and wholesale lookbooks for buyers, agents and distributors
The Purpose of a Lookbook
- A communication and sales piece for your collection
- These help buyers decide if they want to pick you up
- A buyer will ask the designer for a lookbook, including previous collections
- Buyers have been known to not pick up a label or designer because of a shitty lookbook
- Once collection is put into a store, you then have the option to place a retail version of the lookbook in store
Examples of Lookbooks below...
Lookbook Website
Uniqlo
2017 Men's Lookbook
Reiss
2017 Men's Lookbook
Rick Owens
F/W Lookbook
collages used within the editorial style, imagery doesn't show a lot about each item of clothing as the images are layered and partly hidden. This style isn't always adopted as seen above where the clothes are being advertised in a more obvious way. Rick Owens is a more high end brand compared with Uniqlo and Reiss, this is obvious in the styling of the lookbook itself.
Lookbook Posters
Corporate Design C.Ruch
This designer has produced a series of posters as an alternative layout for a lookbook. The posters are laid out similar to many lookbook styles using collages of scenic imagery as well as images of the clothes.
Lorick Spring 09
This lookbook has made use of the stock and shape of book to further the intended aesthetic and overall message. The lookbook is printed on newsprint and is tall and narrow.
Nike
London Olympics
Not typical of Nike, this lookbook uses golden ink and a sleeve that give the lookbook a luxury finish. The editorial design itself is also not typical of Nike but demonstrates the collection
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