To build a true lifestyle brand, ecommerce operators must expand beyond single products to integrate into customers
It seems like every company wants to bill itself as a “lifestyle brand” these days. If a company can truly integrate itself into a customer’s lifestyle – versus just selling them a single product – they can build a more powerful connection over time. But, what does that actually mean in practice?In this episode of the Modern Retail Podcast – recording live at the Modern Retail Marketing Summit in Huntington Beach, California – Mandy Fry, co-owner and president of Southern California-based apparel brand Z Supply, talks about how she built Z Supply into a full-fledged lifestyle brand.For Fry, building Z Supply into a lifestyle brand meant first and foremost taking the company into different categories. Fry joined Z Supply in 2019, roughly six years after the brand launched. At the time, Z Supply only carried t-shirts. Fry decided to first launch loungewear. At the time, “it was a really trendy category,” Fry said. And given that many customers said they liked the soft feel of Z Supply’s t-shirts, loungewear was the next logical step.The loungewear launch came at a very fortuitous time: February 2020. The success of loungewear gave Z Supply to enter new categories like jackets, resortwear and even sunglasses.But building Z Supply into a lifestyle brand required a mindset shift. As Fry put it, building a lifestyle brand is all about meeting your core customer “at every moment of the day.”“I wanted to wake up with her in our loungewear. I wanted to go to school drop-off with her. I wanted to workout with her, I wanted to go to work with her, I wanted to go to drinks, I wanted to travel [with her].The episode also gets into: What new category launches didn’t work How Z Supply had to shift its marketing strategy to position itself as a lifestyle brand. Z Supply’s retail distribution strategy (the brand sells through roughly 3,000 boutiques) and why Z Supply has largely said no to big retailers so far.