Kinky Boots

I watched the movie Kinky Boots this weekend and thought it was a good story wrapped around a solid marketing concept. The manufacturing industry is facing cost challenges dialy from china and former soviet states churning out cheap products with cheap wages that the consumer seems to prefer because they save a few bucks. The local manufacturer in the US as much as the UK has to be ready to find a new market that is a niche rather than the masses.

Why you ask? Niche markets are good fits for local manufacturing of goods for several reasons.

1. They want something highly specialized. These high quality manufacturing businesses are good at customization because the have highly skilled workers and are located close to the consumer so colaboration and customization isn’t hampered by language, geographical or trade barriers.

2. The high cost of local US or UK worker wages is only going to produce a profitable product if its an expensive one. So, high end products are where you can afford to pay someone more to produce them. 

3. Within a niche the sweet spot is hit when you provide somethin that these specific people need that no one else makes. If you can do that one thing better than anyone else, people will pay for it, even if it is at a premium price level.

So, its a lesson in Niche marketing and product development from a real story made into a movie. I think its a great one.

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