The Niche Paradox: The difference between underserved and niche markets

While many of the newest crop of digitally-native, direct-to-consumer brands attempt to democratize luxury in one way or another, they still overwhelmingly attend to young professionals in urban centers like New York, Los Angeles and San Francisco.…


The Mass Market Audience Report

General audiences gravitate towards brands with accessible products that provide wide-ranging value. If the product adds some marginal value—it’s a cheaper alternative or improves the experience—it has a solid chance of succeeding. Thinking of…