The changing needs of the customer have also changed the mindset of the fashion outlets. The lifestyle brands need to focus on the needs of their customers and how to satisfy them completely so that the customers visit the store again and again. The brands have the advantage of targeting a particular group of customers if they are able to understand the specific requirements of fashion. Therefore, if they define their market that the brands want to target, they would also succeed in limiting the competition. The brand needs to understand that what all the customers will think before they choose a particular product. As mentioned by Keller (2008), the different factors that define any customer’s decision can be summed up as psychological, sociological and economic processes. These processes have been identified to be intertwined with the natural behaviour of any individual. With this, the customer also needs to feel the connection with the brand.