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lifestyle merchandising
635-9525MINISTRY OF COMMERCE & INDUSTRY
GOVERNMENT OF INDIA

MBA - Fashion Merchandise and Retail Management
SEMESTER – 3
Lifestyle Merchandising
HANDBOOK

PREPARED BY: N.B.LAL
REVIEWED BY: FDDI SCHOOL OF RETAIL MANAGEMENT
HOD: MR. A K SHARMA
Table of Contents
UNIT TOPIC PAGE
Unit-1 Introduction to Lifestyle Merchandising
3
Unit-2 Lifestyle Models-AIO
19
Unit-3 Life-style Models -VALS I 23
Unit-4 Life-style Models -VALS II 30
Unit-5 Lifestyle Products-Jewellery 35
Unit-6 Lifestyle Products-Cosmetics
41
Unit-7 Lifestyle Products-Perfumes
51
Unit-8 Lifestyle Products- Watches
57
Unit-9 Lifestyle Products- Mobiles
64
Unit-10 Lifestyle Products- Miscellaneous Accessories 69
Unit-11 Lifestyle Products- Luxury Real Estate and Household Products
79
Unit-12 Experiential Luxuries
87

Unit-1 Introduction to Lifestyle Merchandising
A generation or two ago, one's identity was prescribed according to traditional groupings of class, religion, nationality, region, race, ethnic background, sex and so on .However the world has today rapidly become one enormous, undefined and unstructured mass where identity is more of a problem.
So, while earlier, `people like us' meant Parsis or Tamilians or Gujaratis, for today's generation, that statement is more likely defined by the choice of clothes, furniture, cars, games, leisure pursuits or even beer
The Distinction between Demographics and Psychographics:
Psychographics is the quantitative investigation of consumers’ life-styles and personality while demographics tell us about characteristics like age, gender and income etc.
The Distinction between Personality and Life-Style:
Personality refers to the internally based dispositions of the person. In contrast, life-style refers to the external manifestations of how a person lives.
Lifestyle Retailing
Any retail activity shaped around the interests, attitudes, opinions, and way of life of
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