RT Journal Article
T1 Lifestyle branding as a brand-oriented positioning strategy: Insights from Spanish fashion consultants
A1 Pérez del Castillo, Teresa
A1 Díaz Soloaga, Paloma
A1 McColl, Julie
AB 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.
PB Taylor & Francis
YR 2020
FD 2020-08-05
LK https://hdl.handle.net/20.500.14352/128240
UL https://hdl.handle.net/20.500.14352/128240
LA eng
NO Pérez del Castillo, T., Díaz Soloaga, P., & McColl, J. (2020). Lifestyle branding as a brand-oriented positioning strategy: Insights from Spanish fashion consultants. Journal of Global Fashion Marketing, 11(4), 361–379. https://doi.org/10.1080/20932685.2020.1791727
DS Docta Complutense
RD 18 dic 2025