Lifestyle Unveils #StylePlay, Create Distinct Styles With The Same Outfit

Lifestyle Stores, India’s biggest shopping mecca has launched its Spring Summer campaign called #StylePlay, where one can create 2 distinct styles with a single outfit

Lifestyle stores styleplay

One of India’s biggest shopping mecca, Lifestyle Stores has launched its Spring Summer campaign called #StylePlay to highlight the trends of the season through social media. Based on ‘Individualism’ and ‘Affinity to social media’, the key traits that define the generation of today, #StylePlay will reach out to its target consumers across various traditional media in addition to social media promotions.

The concept for #StylePlay stems from market research and focus group interactions with customers across cities. Lifestyle conducted studies that revealed interesting insights on how customers style their clothes and how they prefer to wear them. One finding was that consumers today prefer to recreate different looks with the same pieces of garments thereby expressing their individuality and fashion sense.

Using #StylePlay, Lifestyle seeks to tap into social media and digital platforms to engage consumers, social influencers and bloggers with contests around the season’s trends. The brand has released TVCs for each of the consumer groups and is using its social presence to spread them.

This 30-second film showcases the #StylePlay ready collection with the season’s trendiest wear like tropical prints, colour block, nautical, lace and more, where the model creates different looks for different occasions but with the same set of clothes:

Social buzz for #StylePlay

Post sharing the TVCs on social platforms, the idea of #StylePlay was extended onto social media. Users on Twitter were shared two different looks created from a single outfit and asked where they would wear these to.

The Facebook, Twitter and Instagram pages of Lifestyle have been actively spreading the word, along with the brand blog. A post on the blog tells you how a lace dress can be worn in two different ways.

Connecting with the social savvy

When you can derive two or more benefits from a single thing, the idea is bound to appeal. And here the brand is talking about creating different individual looks from the same outfit, something that is going to be loved by the fashion conscious and even the budget conscious consumer. With #StylePlay, Lifestyle steps into a larger territory with consumers looking to experiment while staying updated with the latest trends in fashion. A cool, research-driven campaign in a market crowded with malls offering never-ending choices!

#StylePlay has managed to leverage the power of social by creating conversations around the season’s trends, along with clever embed of its new Spring-Summer collection. Besides, the use of multiple social platforms with a single campaign hashtag has enabled #StylePlay with a more integrated and targeted reach. The campaign sure helps Lifestyle in building an engaged community of fashionistas.