Well interpret. Lifestyle also the dividing of a potential market into categories based on what people spent their money on. Bikers especially big bike owners such as Ducati, BMW, Harley Davidson, Gold Wings has their own lifestyle categories. They have power wear, power parts and clubs.

If you own a Ducati, it is almost a must to wear a full gear of Ducati brand from head to toe. So does other exclusive brand. They even have their own lifestyle store. The price, well if you can own a Ducati you can own their power wear as well. The same goes with clubs. The exclusive ones like Ducati Club, BMW clubs and Harley Owner Group represent each brand which defined the social class. It is so easy to actually differentiate which bike group they belong to even when we gather them without their bike.

Lifestyle may seem like a trend but it has always been there. Branding of each lifestyle is a business. Profitable business or not it is a need to provide it in the store. Do we have to follow the norm or we can be someone who cares less on what brand so long as what we buy and what we wear actually fits the purpose when riding, safety. It still goes down to if you can afford it why not. If you have it flaunts it.

But no matter what lifestyle, what we ride, what we wear and where we are going do it wisely.

Safe ride...

Ina Adham

Editor-In-Chief