Synopsis Today’s new consumer wants to be recognized, valued and, above all, be seen to be unique. The new consumer can be fickle – so rather like the fortunes of the celebrities many lifestyle products attract, popularity can be lost as easily as it is acquired. However, it is found that ‘Lifestyle Brands’ are ever vibrant with plenty of new ideas, investment, and innovation and a range of lifestyle products all over the world set the standards of its consumers. Niche lifestyle products continue to deliver a wake-up call to the mainstream industry sectors. Lifestyle products and services are often more concepts that help create a lifestyle niche rather than being a tangible product alone. As the notion of luxury changes, marketers of high-end products are wrestling with the challenges of maintaining brand name and exclusivity while reaping higher sales. In conceptualizing this book, our aim is to clarify the concept and foundation of lifestyles and their associated brands with the support of various cases. Lifestyle brands are tools for educating the other consumer segments, making them aware of the good things in life so that they too aim at achieving that elevated status. This is where the significance of our book lies. In short, it can be stated that lifestyle brands are both incredibly authentic and great disrupters. They have a great vision into the future… and a passion for leading us there. In that sense, they’re very charismatic and always innovative.