I would say that indie is a subsegment of niche as there are independent niche brands and there are niche brands that have been acquired.
But honestly, what I shared in PART 2 of this newsletter that I posted today, is that I think we should move past these labels and focus on what really matters: the product's quality and the emotions it generates. Too many brands slap on the "niche" label to sound exclusive and boost sales. Even Amouage's CEO doesn't believe his own brand should be called niche!
So fascinating! A question that people ask me is what is the difference between niche and indie. I don't have a good answer for that yet.
I would say that indie is a subsegment of niche as there are independent niche brands and there are niche brands that have been acquired.
But honestly, what I shared in PART 2 of this newsletter that I posted today, is that I think we should move past these labels and focus on what really matters: the product's quality and the emotions it generates. Too many brands slap on the "niche" label to sound exclusive and boost sales. Even Amouage's CEO doesn't believe his own brand should be called niche!
Interesting article.
Thanks Riccardo! What's the most helpful piece for you?