Want to Reach a Niche Audience? These Geek Retailers Created a Blueprint for Success

How to target underserved customers

A long time ago, in a galaxy far away, finding a single Star Wars T-shirt for women was harder to find than Luke Skywalker. Women and girls who loved the franchise instead settled for a small men’s shirt, a predicament that voice actress for Star Wars: The Clone Wars Ashley Eckstein was fed up with. That’s how she came up with the idea in 2010 to create Her Universe, a geek fashion company.

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This story first appeared in the July 23, 2018, issue of Adweek magazine. Click here to subscribe.