It’s tough to create a lifestyle brand. We can’t all be Red Bull, right?
Reuters has the story
of a few unlikely brands that are trying to go lifestyle.
Try creating a lifestyle brand from something as divisive as guns. That’s what Remington Arms Co. is trying to do. It has released a line of clothing and accessories to promote a gun-toting lifestyle.
Motor home maker Winnebago is also jumping into the game with “outdoor fashions and camping gear,” according to the article.
If they succeed, these brands may have Coca-Cola and the 1980s to thank.
Remember Coca-Cola clothes? Here’s a fantastic history of the clothing line
. Although it’s unlikely that Coke’s was the first foray into lifestyle-through-clothing, those folks certainly seemed to do it right. Of course, Pepsi followed suit (unsuccessfully).
Caterpillar, John Deere, and Harley-Davidson—more the ilk of Remington and Winnebago—have also seen success. The efforts extend beyond just T-shirts and branded lighters.
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Lifestyle brands become so one of two ways—it’s either manufactured and calculated or completely organic. Red Bull didn’t start as a lifestyle brand, but its makers realized that the people consuming their product had a certain, shall we call it, passion for the extreme. They reacted with a mix of content and branded pursuits that met the needs of their consumers.
So maybe that’s the formula: Understand your consumers, and respond to their needs with branded fulfillment.