The Complexities of Lifestyle Brand Segmentation - A Study of the Lifestyle Brand Converse

Sammanfattning: This master thesis takes its point of departure in the conflicting worldviews of modernism and post-modernism. As traditional segmentation theory springs from the modernist worldview, this study aims to contribute to the understanding of the complexity regarding market segmentation for lifestyle brands in contemporary society, where the consumer is often claimed to be post-modern. The research was conducted in Malmö and Lund and involved 25 Converse users as respondents. The methods used in this thesis starts with observations as a sampling technique in order to locate the respondents. Short interviews and photo documentation followed. The study is highly interpretivistic and qualitative, thus springs from a social constructionist ontological perspective. The theoretical foundation used in order to tackle the empirical material involves theories of semiotics, meaning through consumption and post-modern neo-tribes. The findings of this thesis suggests that segmentation through the traditional variables is proven to be complex regarding lifestyle brands as it cannot cope with subjective brand meanings and the boundless nature of the contemporary consumer.