Four Wheel Fashion

If you've ever wondered what the "lifestyle" of a Porsche driver looks like, look no further than Porsche Design's latest fashion catalog. Twenty-three glossy pages of sleek leather jackets, modern business blazers, and retro-futuristic day-to-evening wear attempt to define what Porsche drivers look like, what they wear, and what they do in their free time. Porsche is selling more than just a vehicle—Porsche is selling a lifestyle.

Lifestyle branding is one of several strategies that auto companies are currently using to expand their consumer base. Businesses are no longer limiting themselves to one category of goods or services; companies recognize the benefits in tapping into markets that are not normally their own. Brand extension licensing, where a company sticks its trademark onto a new product line, is one of the most effective marketing strategies an already-successful brand can utilize. Take a look at what else your customers spend money on, and make it.