Shinola Bikes is a good example of a company understanding their consumer. What do they do that makes them close to their customer and create a high demand in their target group?
-Shinola stays true to their brand personality/essence (an all-american company that wants to bring back the gritty, authenticity of the American identity)
-target group are hipster-chic people who want a high end product that looks old and worn down
-provides consumers with an overall experience: buildings look old and industrial, HQ located in Detroit which used to be a booming factory town, provide historical contexts in most of their product identities
-Their characteristics are targeted towards building an American community which leads to customer loyalty
-they are successful is because they are allowing marketing to lead the way of their growth
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Principles of Marketing
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