Why Fashion Brands Are Selling Lifestyles Instead of Products in 2026
Nobody buys a pair of Air Jordans because they need shoes. Nobody buys a Loro Piana cashmere sweater because they are cold. And nobody queues outside a Supreme drop because they have run out of T-shirts. These transactions are not about the product. They are about what the product means: the identity it signals, the community it grants access…











