所有品牌都自稱”Lifestyle” brands

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在零售市場,品牌除了大力推digital和sustainability,也開始把自己轉型為lifestyle/wellness brand

剛巧2018年9月的Harvard Business Review 也提到這個問題 (Lifestyle Brands Are Building Hotels Now. Here’s Why That Actually Makes Sense). 連Chipotle, Godiva, Pizza Hut, IHOP也吹噓自己為lifestyle路線,勉強地向消費者宣布:我們不單止是普通餐廳,我們更代表著一種生活態度!我們不單止滿足你的食慾,也能觸動你的情感和way of life!

其實到了今天,mall妹還不太能準確拿捏到lifestyle的真正定義,definition還是有點曖味。Health, mindfulness, wellness, lifestyle 確實是最近很hit 的buzzwords。但很多品牌也只懂得盲目跟風,positioning變得不倫不類,最後就真的走歪了。

品牌們,還是專心一點做你的老本行吧,別離地了!

 

 

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