{"podcast":{"title":"The Modern Retail Podcast","slug":"the-modern-retail-podcast-743360","podcast_index_feed_id":743360,"rss_url":"https://feeds.megaphone.fm/DIGI7307234532","website_url":"https://www.modernretail.co/","image_url":"https://megaphone.imgix.net/podcasts/fe5016f6-71a1-11e9-a562-5fbdecdd28ed/image/6344782c7c86e87d6c1e362a832780c7.jpeg?ixlib=rails-4.3.1&max-w=3000&max-h=3000&fit=crop&auto=format,compress","author":"Digiday Media","episode_count":551,"summary":"The Modern Retail Podcast is a podcast about all the ways the retail industry is changing and modernizing. Every Saturday, senior reporters Gabi Barkho and Melissa Daniels break down the latest retail headlines and interview executives about what it takes to keep up in today’s retail landscape, diving deep into growth strategies, brand autopsies, economic changes and more","last_synced_at":"2026-08-01T12:21:10.282589+00:00","page_url":"https://stenobird.com/podcast/the-modern-retail-podcast-743360"},"episode":{"title":"What it takes to build a true lifestyle brand","slug":"what-it-takes-to-build-a-true-lifestyle-brand","published_at":"2026-04-25T04:00:00+00:00","page_url":"https://stenobird.com/podcast/the-modern-retail-podcast-743360/what-it-takes-to-build-a-true-lifestyle-brand","show_page_url":"https://stenobird.com/podcast/the-modern-retail-podcast-743360","url":"https://pdst.fm/e/traffic.megaphone.fm/DIGI3041308403.mp3?updated=1777409830","audio_url":"https://pdst.fm/e/traffic.megaphone.fm/DIGI3041308403.mp3?updated=1777409830","summary":"It seems like every company wants to bill itself as a “lifestyle brand” these days. If a company can truly integrate itself into a customer’s lifestyle – versus just selling them a single product – they can build a more powerful connection over time. But, what does that actually mean in practice?In this episode of the Modern Retail Podcast – recording live at the Modern Retail Marketing Summit in Huntington Beach, California – Mandy Fry, co-owner and president of Southern California-based apparel brand Z Supply, talks about how she built Z Supply into a full-fledged lifestyle brand.For Fry, building Z Supply into a lifestyle brand meant first and foremost taking the company into different categories. Fry joined Z Supply in 2019, roughly six years after the brand launched. At the time, Z Supply only carried t-shirts. Fry decided to first launch loungewear. At the time, “it was a really trendy category,” Fry said. And given that many customers said they liked the soft feel of Z Supply’s t-shirts, loungewear was the next logical step.The loungewear launch came at a very fortuitous time: February 2020. The success of loungewear gave Z Supply to enter new categories like jackets, resortwear and even sunglasses.But building Z Supply into a lifestyle brand required a mindset shift. As Fry put it, building a lifestyle brand is all about meeting your core customer “at every moment of the day.”“I wanted to wake up with her in our loungewear. I wanted to go to school drop-off with her. I wanted to workout with her, I wanted to go to work with her, I wanted to go to drinks, I wanted to travel [with her].The episode also gets into: What new category launches didn’t work How Z Supply had to shift its marketing strategy to position itself as a lifestyle brand. Z Supply’s retail distr…","meta_description":"It seems like every company wants to bill itself as a “lifestyle brand” these days. If a company can truly integrate itself into a customer’s lifestyle –…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1539,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-modern-retail-podcast-743360/episodes/what-it-takes-to-build-a-true-lifestyle-brand/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-modern-retail-podcast-743360/what-it-takes-to-build-a-true-lifestyle-brand.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}