Promoting a "luxury lifestyle". It seems the word “lifestyle” has become a key aspect in almost all of modern marketing, particularly in industries like fashion, travel, wellness, and technology. With this, the term "lifestyle" is now often overused, leaving customers confused of what it means, and what this means to them. It has become a buzzword, often used liberally to evoke a sense of aspiration, exclusivity, and personalization. And unfortunately, the abuse of this term occurs regularly in a superficial manner through over-generalization and homogenisation. Many brands believe it makes good sense – and thus utilize "lifestyle" as a catch-all term to appeal to a broad audience without considering the diverse and nuanced preferences of individuals, leading to a diluted message that lacks authenticity and fails to resonate with consumers. And every time a brand uses the term in this context, it further erodes the meaning and adds to the confusion overall. In a good number of cases, the term is used to associate a product or service with a certain image or identity without genuinely aligning with the values and interests of the target audience. And in context of the physical, where products are branded as lifestyle, but where the actual product is not representative of the image portrayed and the published content, it ends up eroding trust and credibility. When brands claim to offer a "luxury lifestyle" experience but fail to deliver on the promise of personalization, exclusivity, and quality, it leads to disappointment and disillusionment. Luxury is often associated with attention to detail and exceptional service, and when these elements are lacking, the brand's credibility suffers. And as highlighted, by promoting a generic version of "luxury lifestyle," some brands contribute to the homogenization, where individuality and uniqueness are sacrificed in favour of mass appeal and conformity, undermining the very essence of luxury, which is often characterized by rarity, craftsmanship, and exclusivity... If done well, at a high-quality level with the appropriate personal care, brands will not need to market their "lifestyle" product or service as much. By word of mouth, an increasingly large group of customers will seek them out for their expertise and understanding – and to cater to their actual “luxury lifestyle” needs. #luxury #personalisation #training #hospitality
Jeffrey Soh CFSP
10mo
Agree! Using "lifestyle" as a generic marketing ploy dilutes its meaning and alienates consumers. True luxury goes beyond superficial imagery; it's about personalization, exceptional quality, and understanding individual needs. Brands that focus on authenticity and genuine value will attract the right audience without needing to shout about "lifestyle."
Food and Beverage Manager at Shangri-La Hotels and Resorts
10moTop reading, thank you Mr Joseph. I particularly like the last paragraph.