You need to be aware of the business potential of niche markets. Focusing on a small segment of the market allows firms to charge a higher price and enjoy substantial profit margins.
Kuiu focuses on the niche of designer camouflage attire, which is a lucrative market in North America where the hunting season and paraphernalia that goes with it mean that customers have a limited window to both hunt and purchase the items that they require for the season. While hunting might be perceived as a niche market, it is a substantial one. Over 15 million people in the USA bought a hunting licence last year and this number has remained constant over the last decade. The hunting apparel market is valued at over $23 billion annually. This is worth more than the rock climbing and surfing markets and is close to the numbers achieved by the skiwear market.
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