To effectively market a new company, you need to choose a target group of consumers.
Most businesses select some demographics to target. But in order for your marketing efforts to really be effective, it can help to come up with some more intangible qualities to target.
For Kinfolk, the lifestyle brand found success targeting people with one common feature: creativity. The company has bars in Tokyo and Brooklyn, and also sells bicycles and various other products. Its Brooklyn location even has a coffeehouse and art gallery attached.