The Niche Advantage
A niche brand specializes in meeting the needs of customers within a particular segment of a market. Brands with clearly defined customers are competitively positioned over brands with broader visions.
People in subgroups typically behave and engage similarly to one another. Global markets are tightening, and consumers are embracing eCommerce alternatives. Niche brands influence overall market categories by simply dominating subgroups within the categories.
Successful niche brands are usually designed to meet a specific customer need. Brands must narrow in on the consumers’ lives and values. By anticipating market expectations, a brand can successfully deliver the brand promise with a strong business model and visual identity.