Niche marketing

Niche marketing is the process of finding and serving small but potentially profitable market segments and designing custom-made products or services for them. For big companies those market segments are often too small in order to serve them profitably as they often lack economies of scale. Niche marketers are often reliant on the loyalty business model to maintain a profitable volume of sales.

For a study of niche marketing for the textile and apparel industries, see Erin Parrish's dissertation: Niche Market Opportunities in the Global Marketplace[1]. Parrish, Assistant Professor at the University of Alabama, has published several industry specific articles on niche marketing.