MISSION STATEMENT
ALIFE is a lifestyle concept based on and in downtown NYC. It is focused on art and creativity with strong penchant of originality, even if it means stealing it. ALIFE’s mission is to showcase, elevate, and perpetrate the downtown culture from which it was born. ALIFE cannot be defined by one culture movement alone. ALIFE IS ART.
(http://blog.alifenyc.com/) *Official ALIFE blog
HISTORY
ALIFE started off as a retail store and transformed into a brand. It was first founded in 1999, when it was located on Orchard St, now ALIFE resides on 158 Rivington St. At this location are two ALIFE stores both boutique style; one sells ALIFE apparel (Married to the Mob for the ladies) and the ALIFE Rivington Club (2nd store) sells footwear. Not just ALIFE but they also have a Tier 0 account with Nike, which is the best account that Nike gives out (approx. 15 stores in the world have that account). Today they have five locations all over the world. The two ALIFE stores that are in NYC, the others are in Los Angeles, Vancouver, and Tokyo.
Each piece of clothing that ALIFE drops has a message, an attitude. I think that their main focus is not to have everyone wear ALIFE, that’s why you don’t see their cloths in stores like Zumee’s or Stash House. It has been apart of this “underground” culture where they have kept it and they have remained an elite brand. It says it all in the signage outside of the New York store. There are no flashy signs, or giant lights, all that stands is a two foot plaque with a “Old English ‘A’” and “The source of art is in the life of the people,” quoted below.
TARGET AUDIENCE
Their target audience does not pertain to a certain group. As it says in their mission statement, “ALIFE cannot be defined by one culture movement alone, ALIFE IS ART.”
There is no diversity in a person, they do not target a certain age, race, or gender. ALIFE stands for more than that, they stand for the people. It’s a melting pot of culture movements both past and present. ALIFE is art, and the source of art is in the life of the people.
I am so there. I love anything that is not status quo - do they make women's clothing?
ReplyDeleteAlthough ALIFE can not be defined by one movement or culture doesn't that mean it's kind of creating it's own? If it also sells other brands such as Nike doesn't that mean its branding and messaging is just based on its inventory and products? I know a lot of people who wear Nike kicks. How does ALIFE differentiate it self from other boutique's with its messaging or maybe it does with the lack there of.
ReplyDeleteSo interesting!! I had no idea that ALIFE existed!! Thank you for working it into the blog assignment. I like the fact that they are so under the radar, I'm sure their quality is over the top and they exist partially by word of mouth.
ReplyDeleteBrett I understand what you are saying with ALIFE being its own culture movement. But when you look at it, it will still be looked at as a bunch of culture movements coming together, even if it is defined as its own culture movement. But I still don't understand what your point is? The Nike sneakers on the other hand, is the only other brand that ALIFE carries, other than ALIFE and the companies that they collaborate with. But as I said in my post, ALIFE has a Tier 0 account with Nike (only 15 stores in the world have this account). This account has sneakers that are very rare and that are really hard to find. I’m sure your friends have some nice Nike kicks but they probably do not have these. But that is what makes ALIFE different from the other boutiques. For their message… ALIFE defines itself as art so I guess their message is to express oneself through art, and they just happen to do it with cloths.
ReplyDeleteI get what Brett is saying here. I also understand what Ryan is saying and see how there is some miscommunication. Basically, ALIFE has created its own unique brand and lifestyle. At the same time, they are still a fashion boutique and while manufacturing their own products, do collaboration projects with other companies, such as Nike. Also, they sell certain Nike products in their boutiques as a way of furthering their brand. A common, well-known name like Nike is good for ALIFE to have in their stores as it specifies the style for which they too are going for. As Ryan said, ALIFE is a company that prides itself on art and being different. The Nike products that it carries are not your general running shoes or tennis kicks. These are fashion-specific and artistically designed Nike sneakers and products that represent what ALIFE tries to convey with their brand. Hope this insight helps out a little.
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