2016: Year of the Niche

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On Saturday morning, 2nd Jan you can see me on Channel 5’s Saturday Show. One of the questions I’ll be asked is ‘what’s big for 2016′? In case I don’t do a very good job of answering it*, here’s what I hope is a better attempt.

In 2016 it will become clear that the niche trumps the trend.

Fashion is a funny concept. The idea that people of a whole range of shapes and sizes, tastes, cultures, colours and personalities will each season choose to sport the same set of styles? I’m sure you could make sense of it with some pop-evolutionary psychology: that it’s a status marker, or creates a sense of belonging. In fact, a quick google search throws up a number of academic papers and presentations to this effect.

But in a globally connected age, with access to so many different options and influences, do we all need to dress the same?
Our sense of belonging doesn’t need to be established with the people who are geographically close to us. Or more likely, we can suffice with a smaller group of local peers if we know we’re a part of a larger tribe online.

With access to global supply chains, we can source the fashion to suit our style at any time, and suppliers can find a market for products that previously may have been too niche to manufacture economically.

This rule doesn’t just apply to fashion. It applies to music, film, and television. We may all get swept up in Star Wars fever but at home we’re watching a hugely diverse array of programming.

The same rule applies at work as well. The low-friction nature of international, digital commerce seems to be dividing companies into ‘platforms’ and ‘players’. Platforms are horizontally relevant (across industries), high volume service providers that connect and support others: Google, Amazon, Facebook. Everyone else is a player: small, niche companies offering high value in small volumes, to an increasingly global market**.

Fashions and dominant trends, in any sector, are not going away. But I believe their importance will decline as the oracles that we each follow begin to diversify.

* Let’s just say I’ve seen the future…
** This makes the middle ground much harder to occupy, something I will write about more.

This post forms part of my Future of Business series. For more posts on this subject, visit the Future of Business page.

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Tom Cheesewright