Lifestyle refers to the way consumers spend their time and money to
live. For many consumers, the question of whether the product or service fits with
their actual lifestyle, which may be fairly sedentary, or their perceived lifestyle,
which might be outdoorsy, is an important one. Some of the many consumers
sporting North Face jackets certainly need the high-tech, cold weather gear because they are planning their next hike up Mount Rainier and want to be sure they
have sufficient protection against the elements. Others, however, simply like the
image that the jacket conveys—the image that they might be leaving for their own
mountain-climbing expedition any day now—even if the closest they have come
has been shoveling their driveway.