3 Design Businesses That Nail Digital Lifestyle Integration
You may think fashion designers and jewelry artists have it easy when it comes to content marketing, since a picture is worth a thousand words. But what happens in the age of Instagram and Pinterest, when there are thousands of pictures? How can a burgeoning design business rise above the noise? The answer is—the written word.
Look at it from the perspective of your customers. Etsy is overflowing with options, so why should I be attracted to your handmade wedding invitations or reclaimed wood coffee tables? Many products satisfy a need, but the one that wins us over is the one that tells a memorable story — a story that sticks with us.
If you’re a creative or design brand, the secret is to show your ideal audience you understand her aspirations and dreams. You don’t just know what types of clothes, jewelry or interior design she likes — you also know what kind of person she is and how she aspires to live her life.
Lifestyle integration is a powerful weapon to cut through the noise of this crowded, overly stimulating marketplace. Here are three designers who have successfully married lifestyle with their unique products, finding fresh new ways to bring awareness to their brands!
This business model might have raised skeptical eyebrows at first: an online boutique for high-end jewelry that specializes in conflict-free diamond engagement rings and recycled vintage gold. Doesn’t that take some of the glamour out of a couple’s big moment? Don’t most folks want their engagement rings to be made of brand-new materials, rather than something recycled?
Yet the team at Brilliant Earth know their audience: young, socially conscious couples on a budget with eclectic taste. These couples might not saddle up to Tiffany with a budget exceeding $10K. They might not even want a diamond! Instead, they might choose a ruby, or even an aquamarine. Brilliant Earth’s blog reflects their diverse tastes and environmental concerns, while respecting their almighty budget. Not only does the blog feature stories about the blood-diamond conflict in Africa (and how Brilliant Earth aids these war-torn regions), but it also provides trendy alternatives for their customers (like 6 Stunning Non-Diamond Engagement Rings and 5 Ethical Celebrity Engagement Rings).
Madewell is a popular fashion line and denim brand that targets women in their 20s and 30s. But there’s more to their successful content marketing than the affordable, high-quality materials implied by their name. Their blog offers up not only fashion inspirations, but lifestyle suggestions, from “What to Read This Weekend,” (including a vocabulary word of the week!) to “Laid Back Hip-Hop for the Perfect Day Off.”
Madewell has worked wonders with its lifestyle integration. While their customers are relishing the word of the week, they just might download that playlist of French and American classics for their next dinner party. Madewell sells more than clothes — it sells a laid-back, sophisticated lifestyle that appeals to their demographic.
A new but promising jewelry empire, Child of Wild knows its audience, and targets new customers via Instagram by offering samples to young celebrities with huge social media followings in exchange for a shout out.
The skillful wordsmithing on their blog conjures up lifestyle images for its audience. Seductive phrases like “Apocalyptic Romance” and “Lady of the Lake” paint an idealized portrait of their typical consumer: a Stevie Nicks for the 21st century, adorned in chunky turquoise rings and an Ethiopian cross necklace. Like Madewell, Child of Wild is selling a lifestyle—a Mad Max-inspired fairy tale full of dark whimsy and romance.
When it comes to art and design ventures, branding shouldn’t feel like branding. Instead, your business ought to feel like an exclusive club. What kinds of people are in this club? Who are you inviting into your “home”? Through your content, show your audience that you know who they are, and that you’re ready to deliver the kind of curated lifestyle they crave!