You are hereNiche: why one size doesn't fit all

Niche: why one size doesn't fit all


I'm one of those old fashioned people who appreciates quality, something that feels as though it's been thought about and had time and effort put into it's design and production. Whether it's a piece of furniture, a jacket or even a book cover, somehow you can tell when something is a bit 'special'. But what one person terms as quality can be quite different to someone else's definition. And how do you market that? James Harkin's book 'Niche' looks at how big name brands are being forced to move away from a one size fits all approach. It argues that innovation and profitability are quietly moving from the middle of the market to a series of tightly defined but globally scattered niches, bound together by the reach of the net. Harkin uses Moleskine and specialist media like The Economist as just two examples of brands that have succeeded by building their authority over narrow areas of expertise and cultivating a passionate audience around them – and their audiences and profits have mushroomed as a result. Niche was voted business book of the month in Waterstone’s in the UK in March 2011, and has been extracted in Newsweek magazine. It makes a very interesting read, especially for those people who like me, believe that quality has a place in todays society, just maybe not quite in the middle of the mainstream.

Niche: Why the Market No Longer Favours the Mainstream

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