Rebecca Minkoff Uses Connection with Customers to Drive Brand

Author: Annie Pilon / Source: Small Business Trends Your business may understand the importance of clearly outlining your target customer

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Your business may understand the importance of clearly outlining your target customers. But do you really have a personal understanding of what those target customers want?

That’s what makes the case of Rebecca Minkoff so notable. Minkoff is a fashion designer whose brand targets for millennial women. And she also happens to fit into that group herself.

Not only does Minkoff relate to her target customers on a personal level, but she has also focused her marketing efforts on communicating with those customers directly. She’s also known for connected with fans and bloggers instead of relying on celebrities to spread the word about her products. Some of them feel so connected to her brand that they’ve dubbed themselves “Minkettes.” A look…

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