Over the past ten years there have been a few brands who have conquered the odds — bad economy? No big deal. Over-saturated marketplace? Please. The strongest buying demographic is millennials? FML, but NBD.
The commonality between these brands is pretty simple — they started with one product. (One brand to date actually still only sells one product.) But refining that ‘simple’ offering has led them to being the best in class of that particular good. Who are they? Geniuses. Because they didn’t reinvent the wheel, they didn’t invent much of anything—but they brought consumers what they wanted: high quality, affordable style. Now where is my credit card?