You’ve defined your niche… now what?

You’ve defined your niche… now what?

You’ve drilled into your customer base and figured out how to best serve them with your products and services. You’ve defined your niche and your micro-niche. You’ve become an expert in your field. Chances are, by the time you get all that accomplished, you’re industry will have changed, the ways to best connect with customers have shifted, and your expertise will feel dated. There’s no...

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Did you pick your niche, or were you forced into it?

Did you pick your niche, or were you forced into it?

Here’s a crucial question to ask yourself and your team while you’re trying to figure out how to better define your niche and serve your customers: Did you choose your niche yourself, or did your customers force you into it? There’s no right or wrong answer. But figuring out how you got to where you are now and how you built your current brand can reveal a lot about where to direct future...

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What Abercrombie & Fitch got wrong about niche marketing — and what it got right

What Abercrombie & Fitch got wrong about niche marketing — and what it got right

Abercrombie & Fitch recently came under fire for a story that came out alleging the clothing retailer refuses to make clothing for large women. And while Abercrombie’s sizing choices — and this scandal — are not as outrageous as they might first seem, they do provide some fundamental lessons for niche marketers looking to expand their brand. In a Business Insider article,...

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