The company I is a Hong Kong based textile and clothing manufacturer with the focus on sustainable materials. Since the US is one of its major markets, it has developed a series of linen clothing made with fibers extracted from the flax plant. Due to the eco-friendly characteristics, the consumers in the US are willing to pay more for this kind of sustainable clothing. Finding a niche for a specific market, especially under the sustainability concept, has become a business strategy in most developed countries like the US, EU countries and even some highly developed regions in developing countries. The company indicates that a small change in business strategy to uncover a niche market can make a success, for which a flowchart is presented below:
