How the expansion of niche brands influences consumer brand perception. The case of the high perfumery market

Abstract

This paper investigates the impact of niche brands changing their positioning from niche to non niche, focusing on the high perfumery market. It explores how such shifts affect consumer behavior, brand perception, and loyalty. This study examines the paradox of expansion—balancing market growth against the potential loss of unique identity and exclusivity inherent to niche brands. Using qualitative data from consumer interviews, the research highlights how changes in brand positioning can influence consumer preferences and purchasing decisions, providing insights into the complexities for niche brands of maintaining their niche status during expansion.