How does the concept of 'lifestyle' influence the way clothes are presented in advertising and/or shops?

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                                Style and Consumption

How does the concept of ‘lifestyle’ influence the way clothes are presented in advertising and/or shops?

“The term ‘lifestyle’ is currently in Vogue. While the term has a more restricted sociological meaning in reference to distinctive style of life of specific status groups, within contemporary consumer culture it connotes individuality, self-expression, and a self-consciousness… we are moving towards a society without fixed status groups in which the adoption of styles of life (manifest in choice of clothes, leisure activities, consumer goods, body disposition) which are fixed to specific groups have been surpassed.”

Lifestyle affects the way clothes are presented in shops or advertising. A certain brand of clothing is advertised in different terms according to the consumer needs and how the consumer’s lifestyle is presented whilst they are wearing those clothes. For example, TopShop clothes are for people who can afford a low to middle price range. Their advertisements are mainly in-store and magazines. The way the clothes are modelled in the picture depicts a certain lifestyle that the consumer agrees with and has that lifestyle. TopShop sell casual to formal clothes but are mainly noted for their casual clothing. This is how their advertisements will be presented, as casual and care-free. Their price range is affordable for all. On the other hand, a brand in the higher price market such as Louis Vuitton or Gucci have a very expensive price range that only a certain type of person who has a very high income can afford. Therefore it becomes an item associated with upper-class people as they are the social status group that can afford this. As the price of these items is so expensive, it makes them exclusive to a certain group of people that can afford them. These become ‘designer’ items which have a high price tag associated with their designs. These types of clothing, high street or designer can be noted in their advertising. For example, an advert for TopShop may be shown in a women’s fashion magazine aimed at lower to middle-class people where as an advert for Louis Vuitton would be shown in a magazine such as Tatler, Vanity Fair or Vogue which are aimed at people with a high income that can afford these items. The way the advertisements are laid out also s how their status label and the lifestyle one is expected to have with such item. For example, an advert for Louis Vuitton would show a model spread across the famous Louis Vuitton bags which depict luxury and class, or they’d be dressed and modelling such items with their head held up high wearing designer clothes with many luggages. A TopShop advertisement would show a model in casual but affordable and stylish clothes with a relaxed background, having fun or running about with comfortable clothes.

     Shops also have an exclusive area to which this lifestyle is also presented. For example, designer items will be places in one area of a high-street or an exclusive area such as Bond Street in London where many designer items such as Gucci and Louis Vuitton are placed. On the other hand, shops such as TopShop and Oasis will be found in high-streets were there are more shops with an affordable range for people with lower incomes.

     With Further to this discussion, examples of how lifestyle affects the way clothes are presented in advertising and shops will be discussed.

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Advertisements are one of the most important cultural factors moulding and reflecting our life today. They are ubiquitous, an inevitable part of everyone’s lives; even if you do not need a newspaper or watch television, the images posted over our urban surroundings are inescapable.

     By analysing advertisements and shops in the following, one can see how the concept of ‘lifestyle’ influence the way clothes are presented in these mediums.

“A Brand is a communication of names, slogans, logos, products design, packaging; advertising and marketing that together give particular products or services a physical recognisable form”. 

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