Niche marketing is a rapidly increasing field that generates steady profit streams. Understanding niche marketing strategies is an integral aspect of maximizing profit in this highly specialized industry. While niche markets are founded upon some time-tested economic theories, the philosophical foundations continue to explain and predict how individuals within societies are going to act. Society has moved from the bricks and mortar age into one of pure information trading. Some of the key aspects of post-modernist thought include the rise of materialism, consumerism, and the rapid dissemination of large amounts of information in a short amount of time. Coupled with these ideas, the idea of identity politics has degenerated into the notion of identity interest groups. While a passing knowledge of niche markets is serviceable, by truly understanding how and why niche markets work, an individual will be in a more advantageous position to earn greater profits from niche marketing techniques.

The tremendous gains in capital wealth caused by advances in the modern age also signaled its death knell. The rise of consumerism and materialism exacerbated a cycle that was less outrageous in previous eras. The tremendous concentration of capital into the hands of the very wealthy allowed them to sponsor and be influenced by the most exclusive taste- makers. By marketing products to the wealthy, companies are confident that styles and tastes, unlike money, trickle down to the average consumer. Now, the rich have become celebrities by virtue of their wealth. Television and popular culture have lead to great amounts of information disseminated rapidly. There is no core; information is tenuously linked with no discernible origin or end-point. Thus, the confluence of taste and wealth is marketer’s dream. When a consumer sees a famous, rich celebrity wearing or buying the newest product, they can instantly purchase that item for themselves from the Internet. Trend spotting and its underpinnings are crucial to understanding niche markets.

Identity politics was a modern movement that advocated civil rights for historically oppressed niche groups. In a post-modern society, this idea has moved beyond the immediately identifiable genetic and environmental markers and evolved into the notion of identity interest groups. Individuals have thrown of the ideas of social construction, and instead opted to shape their own identities. In a post-modern, consumerist culture, material goods have replaced ideas as markers of identity and value. Many scholars and intellectuals posit that with the continued stratification of society into increasingly smaller interest groups, the idea of mainstream culture may cease to exist. Understanding popular culture is easier than understanding niche markets. Exclusivity, privacy, and specialization are hallmarks of this industry. Thus, effectively marketing in a niche can prove difficult if one is averse to extensively studying and researching the product and consumers. Yet, the key to understanding niche marketing strategies is realizing that the trend lines are moving toward a less cohesive culture and more diverse niche markets. As a niche marketer, learning to quickly spot and take advantage of these trends is the key to being successful.