How Rihanna Established Herself as an Institution in the Makeup and Apparel Worlds

She reached a demographic of women often overlooked in marketing

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Brands that stand the test of time share one distinct characteristic: seamless positioning. A successful brand identifies a niche population of consumers, serves them a product they can’t get elsewhere, and creates a buyer experience that remains unique.

We’ve seen examples of this in companies like Adidas, which grew from sports apparel retailer to a lifestyle brand seated at the intersection of pop cultural progression, leading creative workshops and selling apparel at the same time. The way Apple evolved from a progressive tech product to a lifestyle-enhancement tool effortlessly integrated into our everyday lives is the stuff of legends.



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