ABSTRACT 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.

中文翻译：

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生活方式品牌作为以品牌为导向的定位策略：西班牙时尚顾问的见解

摘要本文通过定义和标识生活方式品牌及其与时尚品牌的关系来扩展生活方式品牌的知识。该术语本身在管理中无处不在，但从整体角度来看仍未定义，并且在学术文献中并未得到充分研究。因此，我们解决了这一差距，并通过对生活方式时尚品牌的实证研究来补充以前的概念。本文的研究基于对西班牙资深时装品牌顾问的七次半结构化，深度访谈，他们为西班牙著名的时装公司提供建议。使用主题分析和Atlas.ti 7.5.18软件，采用解释性，定性方法对访谈记录进行了分析。本文的主要贡献来自对生活方式品牌概念化的经验研究，这些研究来自具有各种时尚专长的时尚专业人士，包括数字品牌，生活方式零售，战略传播，公共关系，影响者营销和社交媒体。与时尚零售相关的生活方式品牌概念化的见解来自他们的综合专业知识，然后进一步指出了在各种时尚零售环境下对生活方式品牌进行扩展研究的机会。