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While in most product categories we can find icon products and  brands (Rolex, Mini, Caterpillar, Coca Cola) in fashion we can identify Style Icons. Style Icons are different from Icon Brands because:

• They refer to values of elegance, status and clothing styles that have higher volatility and sensitivity to changes in customs and tastes;

• They are particularly influenced by the processes of “viral” diffusion – they have cycles of adoption, development, success and decline that are much faster than for other types of brands, especially the Icons that are timeless.

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In today’s challenging environment, product quality, price alignment and great advertising have become insufficient unless closely related to brand identity, heritage and vision. This book offers a coherent and logical view about how long-term branding strategies should aim to capture consumers’ minds and hearts. Edira Merlika, Senior Director, Womenswear Merchandising and Planning, Ralph Lauren Europe

 Capturing the spirit of brands from a consumer perspective is crucial, but hardly measured and quantified. This book provides both a great conceptual framework and inspiring managerial implications. Pierre Xiao Lu, Marketing Professor, Fudan University

 Lifestyle Brands is a powerful mirror: it focuses on the brands that speak about us and for us, and it calls us to action, inviting us to reflect on our choices and underlying motivation. It is about people, whether they are visionary leaders reinventing the world, employees believing in the brand they are contributing to or consumers expressing themselves through brands. Alina Perrin, HR Director Luxe, L’Oreal Italy

 The authors apply the lifestyle branding principles beyond the fashion arena to give them universal relevance. The Lifestyle brand is shown to be a business that can succeed with the mission of “finding products for people”, as opposed to the traditional objective of finding people (customers) for products. Bill Webb, Senior Lecturer – Retail & Brand Management, The London College of Fashion

Being a marketeer and having experience in different multinational companies, I confirm that all of them “always put the brands first in everything that they do, across each and every one of the business units and geographies they operate”. This book helps us to understand which are the benefits and the reasons behind the brand equity building strategy. Carlos Salicru Gairalt, Group Category Marketing Director, Coca-Cola HBC

This enlightened partnership of professor and practitioner has unearthed a treasure trove of brand symbolism, distributed across countries and categories, enriching our understanding of meaning in the marketplace. The book is an insightful investigation of the ways that brands become us. John F. Sherry, Jr., Herrick Professor & Department Chair, Mendoza College of Business, University of Notre Dame

2012 “The Chinese Luxury Consumer White Paper”, published by Hurun Research Institute and Industrial Bank illustrates lifestyles of chinese consumers. Their main wish? Directing their children to schools abroad, mainly US and UK.

Forbes published an interesting article explaing how low attention to specific  female characteristics (gender washing) risks to undermine love and loyalty to a brand.

This happens because of the naive stereotypes about women’s attitudes and interests.

In 2007 Harley-Davidson overcame this obstacle trying to reach women public in a totally different way from competition. Instead of proposing maneuverable and less aggressive bikes, Harley-Davidson focused on training: during “Garage Parties” ladies could try and learn how to drive a motobike. Ladies appreciate and confirm their loyalty to the brand.

“Collective” brand founded by Carlo Petrini in 1986, Slowfood is today a fully-fledged lifestyle brand thanks to several elements: some stories to tell, a strong belief, a manifesto, a lifestyle proposition coming out through communication, different point of sales and products. Born as a cult brand for a niche of followers, today it counts 100.000 members in 153 countries, representing an alternative to an unhealty and contrived lifestyle. The brand’s manifesto declares the  acceptance of an eco-gastronomic credo accentuating concepts like good, clean and fair.

Another interpretation of this phenomenon talks about it as a reactionary movement created by a very limited group of well-off people.

In his new book  ‘Screw Business as Usual’, Richard Branson, founder of Virgin, proposes an evolution of his vision, from “have fun, the money will come” to “make good, (with fun), and the money will come”. Making real examples and launching the idea of a new generation capitalism, Branson presents his Manifesto in details: “As dwellers of this planet, we intend to offer people products and services that help them embrace a more sustainable lifestyle. Untill now this vision reminded at sacrifices and compromises, having to give up to choice and freedom we currently have. Virgin’s vision lays opposed: we believe that living in a sustainable way does not mean frugality and sacrifice. And that being responsible is not forcedly boring and difficult”.