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

To save these brands is to break them up and turn them into portfolios of smaller and independent sub-brands. In this scenario, a mass fashion brand can become a house of brands, a brand family, or an endorsing brand. E.g. instead of J.Crew, there is the House of J.Crew. Its portfolio is a selection of a number of smaller, independent sub-brands. T... See more

In the media and entertainment sector, this growth strategy allowed Netflix to create a global market made out of niche taste communities. Thanks to personalization, Netflix is able to reach the mass audience while keeping product differentiation in its entertainment portfolio. Just as my Netflix is not the same as yours, a single mass fashion bran... See more