Whenever I have a design project on, the question whether to do the design work as niche or popular and to appeal to the mass market comes into question.
When would a product or service step out from a safe popular look, which essentially will attract more people, to something a little more creative and may only appeal to a smaller audience.
By definition, a niche market is a subset of a market, on which a particular product is focused. It is a highly specialised market segment.
Niche marketing works when you know your market, you may already have a product or service that is doing well and is a success.
This is when you can explore other markets by fine tuning your design work with the photography, copy, design elements, colours and maybe even using a different logo that will attract your niche market.
I have found that many companies will keep their main company image muted in look and style which will appeal to the masses, but when they want to explore a niche market.
They will create a daughter company that can have a more defined image, whether this is to attract a younger audience or a more mature audience who understands and likes high quality design.
By doing this you can focus on that niche markets wants and not bombard them with details they are un-interested in and will make you look like a weaker offer.