Exploring the development of lifestyle retail brands

This paper explores the assumptions retailers make when developing lifestyle retail brands (LRBs). Observations from the marketplace are integrated with marketing theory and insights from related disciplines to develop a set of research propositions. The issues explored concern the consumption experience, retail marketing mix, brand management, lifestyle as popular culture, value creation and perceptual gaps. It is asserted that LRBs can be viewed as distinct value creating entities that provide value for retailers and consumers in new ways. Their effectiveness can be determined by the perceptual gap between retailers and consumers.