Forbes Strategy Morning: “HIP-CHIC: How to get into new customer’s niche?”

Forbes held a meeting in a new format – Strategy Morning. Jelena Jevgrafova, editor-in-chief of the Harvard Business Review Russian edition, revealed how to attract both poor young and wealthy consumers with a hip-chic brand strategy. 

Most recognized expert on management issues in Eastern Europe – Jelena Jevgrafova, met in Riga with Latvian business leaders to discover a completely fresh trend. 

New consumer niche – cheap-chic or hip-chic, which has recently emerged, is currently popular only in New York and London. Now the local entrepreneurs and managers had the opportunity to learn how to attract new consumers with an affordable and stylish contemporary products.

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