Bow & Drape's Aubrie Pagano on niche marketing and customization

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"Quirky, full of personality and sparkly." This is how Aubrie Pagano, founder of women's clothing brand Bow & Drape, describes her customer. In fashion, she says, you want to out-niche people, and then you can actually find millions of those people nationally and globally

Gone are the days when luxury meant having the thing that all your friends, acquaintances or idols owned. Today, luxury is less about exclusive products and more about what you can experience and what story you can tell, Pagano says. Hence why customization has proven such a success for her e-commerce business"Bow & Drape is a 'Build-A-Bear' for fashion where women can create something of their own." Read more...

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