If you’re racking your brain trying to think of your first product idea, starting with a niche is a great place to begin. There are countless niches you can pursue, with the opportunity to niche down even further. The key is to identify a niche market that you can master and has a viable audience of customers. Below, we’ll go over what a niche market is, why and when our customers buy T-shirts, steps to find your niche market for your t-shirt business, plus some outstanding ideas for your t-shirt business.
What is a Niche Market?
“A niche market refers to a small yet specific and defined segment of the population. The niche markets do not exist by themselves but are created according to the needs, desires and identified requirements that are hardly or not addressed at all by other companies that develop and offer goods and services to satisfy them.” (Business dictionary)
There are thousands of niche markets and new ones are created every day! There are two main types of niche markets:
- Those who want to address a passion
- Those who surf the web daily
Why and When do Customers Buy T-shirts?
Customers buy a t-shirt because of three main reasons:
- They want an idea close to their heart. T-shirts supporting political parties, animal or environmental causes, and religious beliefs or social movements are particularly popular.
- They want people to react to what they see. Some consumers like to wear provocative clothing to make others react. Others just want to make you smile with their T-shirt. More often than not, your consumers will buy T-shirts simply because they want to attract the attention of the opposite sex.
- They want to belong to a group. Your consumers will buy T-shirts because they want to belong to a group. This could be a football team or a church for example. The concept may also be very specific because it can be for a party going to a particular travel destination or for a hen/stag do. This makes it exclusive, different, and even special!
Generally speaking, you will never buy the shirt of a team that lost the night before! Your consumers want to be associated with a winning team!
In other words, you have to run your campaign when your audience is in the right frame of mind to buy! This is the best way to get an excellent conversion rate and a very good ROI on your campaigns.
People want to show, with the highest number possible, that they belong to the winning group.
The greatest success when marketing T-shirts combines the “when” and “why” even if they have already earned a lot of money with just the “why”.
However, if you are targeting a generalized audience, there is very little chance that you will sell anything even if you think you are selling at the right time.
Steps to find your niche market for your t-shirt business
Step 1: Draw the niche inspiration from your personal experience
Your personal taste, preferences, and needs put you in several sub-niches, making you a target for countless marketers. Take a look at your favorite brands and the online purchases you’ve made recently. Why did you choose the product from this company, and not from their competitors? What does your preferred brand offer that no one else does?
Many stores offer custom t-shirts, but very few brands target dads who love motorcycles and tattoos. So if you’ve ever felt limited in the selection of products or services in a niche you belong to, take The Bad Dads Club example and fill that space.
Step 2: Identify your passions and interests
If you base your brand on something you believe in or are willing to fight for, your business will build itself.
StomaStoma was started by Nick and Darlene Abrams. Their son Owen was born prematurely and needing a breathing tube and feeding tube. During the long hospital stays, Nick noticed other families wearing inspiring t-shirts and felt it was a powerful way to bring people together.
A graphic designer himself, Nick soon started creating artwork for his family and friends. Other people started noticing his eye-catching designs, and today StomaStoma have become a close-knit community with families raising medically fragile children.
Step 3: Research your niche market
Before launching or scaling your store, find out what’s already going on in the market. You might be unaware of a competitor your potential customers are already interested in, or you may discover the market you’re looking to enter is much more saturated than you expected.
Some competition is OK because it validates that there’s money to be made in this niche for you as well. Your competitors will keep you on your toes which in turn will help you improve the quality of your products or services.
To keep up with (and, eventually, get ahead of) the established brands in your niche, you need to figure out your competitive advantage—the thing that makes your product stand out from the rest. What problems can you solve better than your competitors? What’s unique about your approach?
Give people a reason to choose you. It might be product quality, outstanding customer service, or the number of products you offer—whatever it is customers in your niche care about the most.
Step 4: Propose a solution to your niche audience’s problem
Now that you’ve done your research, you need to get a better understanding of what exactly your potential customers need.
If you’re going to give your niche audience just another product, you may end up not getting anywhere. What you need to think about is how to solve their problems. Find the issues your target customers might be having, then determine whether you can actually provide a solution.
Target a niche audience correctly
The best way to target a niche audience is to pick one or more reasons people buy shirts and combine them:
- Passions: Hobbies, political or religious beliefs, favorite genre of movies, music, love for animals, etc…
- Sense of belonging: Everyone wants to be a part of a larger community so they can feel accepted with people they can relate to sports team fans, school organizations, local events, festivals, etc…
- Standing out: Satire shirts or an awesome design that will turn heads! Where did they get that shirt from? I want one!
Tips: An example of a niche audience would be people who are ages 21-45, hot sauce connoisseurs, and love bacon.
Some outstanding ideas for your t-shirt business
This list is not exhaustive, so feel free to mix and match these topics to create a unique niche for a t-shirt store, art shop, or any other form of eCommerce business.
- Social media for pets
- Civil rights
- Zero-waste lifestyle
- Single parent
- Solo traveling
- Animal welfare
- Internet memes
- Tech preferences
- Quotes or Joke
Hopefully, the information will help you to have ideas for finding your own market in the t-shirt business. If you have any questions or need more advice about the print on demand, do not hesitate to contact us via +84 355 993 306 for a free consultation.