Member Brief: The TCG Timeline
Why are Digitally Native Brands Revolutionizing Retail, and Why No Brand is Safe
Nate Poulinmedium.com
It's still possible to have a target customer in a Post-Demographic world. But instead of the old demographic segments, target narrower, self-created tribes of taste and interest.
David Mattin • Trend-Driven Innovation
So the choice is now: “I’m going to find this niche obscure thing, or I’ll get the mass market thing.” It’s either Paul Skallas or Malcolm Gladwell. Aesop Rock or ASAP Rocky. Boutique brand or Amazon. You get the idea.
Erik Torenberg • The Death of the Middle
Our tastes are ever more niche. We gravitate towards communities and brands, or both, that cater to our niche tastes. Tracksmith, Telfar, Crown Affair or FatherFoods are some of the examples. In this micro-taste communities’ landscape, mass fashion brands come across as too generic and superficial. The winning growth strategy instead is to go deep ... See more