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Being Hipster to some people is a way of living. It defines their very aspect of being “hip”. But really? How far will you go and become hipster? How about a home designed to be suited to the new “you”.
Jeff Chaffetz has created an apartment with his company Timberlane partners. This new home was originally decided to be a home that gives the feeling of well… a home. However, this has attracted the attention of the hipster community. This shows how a business had an intended market however due to different market segmentation and a marketing strategy that unknowingly led them to the niche Hipster market.
However, Timberlane partners were not startled and choke under the pressure. They ended up redoing their marketing strategy and promoted the house for hipster by mentioning all the hipster things in the area for hip young people to do.
This led the company to double their real estate portfolio from $80 million to $160 million. By employing proper marketing and by reacting to “changing” market conditions the company was able to use appropriate strategy and succeed. This also opens door to investors as it shows the companies strong potential in the market.
To conclude… Hipsters win? Well somewhat, they have given a great business opportunity and have helped develop a niche market.