People like some things worn, like snowboard boots, and some things new, like sandpaper.
Either way, there is a mindset behind why people buy that is usually ultra-different from what the brand perceives.
Brands that can court a tribe are the ones that dive into the culture and subconscious mind of their consumers to find out how to tailor their product or service to get the best word-of-mouth traction.
Nike is known for athletic products, yet they have a department that studies the mind of the non-athletic culture and designs custom shoes for the purpose of style, not performance.
This approach has proved extremely successful for the Nike brand. Demand for their custom shoes has created a group of people called “sneakerheads” who will spend a few thousand dollars on an older pair.
The strategy is to create a demand that increases your main market while opening new markets.
