JWT Intelligence offers reports on a variety of topics important to marketers. Their latest trendletter, Nichification, not to be confused with Californication, is on sale now for $250.
Here’s a bit on the concept:
Selling to the masses has been a cornerstone of capitalism since Sears sent out its first catalogue and Wannamaker opened his first department store. But the world today is a patchwork of societies that are far more diverse and commercially self-indulgent than they were in the heyday of the mass market. People are less interested in conformity and more interested in self-expression. Consumers have gone from wanting to blend in to wanting to stand out.
Ann Mack, director of trendspotting at JWT says, “Consumers can find what they want with the click of a mouse—and woe to the marketer that has miscategorized them.”
“Smart marketers are leveraging the phenomenon of too much choice by playing to niches,” says Mack. “In an era where most people are shorter on time and patience than on money, niche marketing can help consumers drill down faster through the layers of choice and find the product that really hits the spot.”