How ‘niche’ lifestyle brands are increasing their mass market appeal

How ‘niche’ lifestyle brands are increasing their mass market appeal

Aussie fitness wear label Lorna Jane is taking a wholesale approach to UK expansion A decade ago they were defined as ‘niche’, but today health and wellness brands have been catapulted into the mainstream thanks to the popularity of nutrient-rich diets and ‘clean eating’.

From meat substitute Quorn to organic tea purveyor Pukka, brands in the wellness space are benefiting from a growing consumer desire to live healthier lives. These brands are keen to shake off the tag of exclusivity once associated with the wellbeing sector in favour of an accessible, inclusive approach firmly focused on the mass market.

The growth strategy pursued by these wellbeing brands chimes with the thinking of marketing professor Byron Sharp. In his 2010 book ‘How Brands Grow’, Sharp questions the notion that niche brands sell to a small base of buyers who are “unusually loyal”.

Instead, he suggests they are essentially failing brands as they have a small number of infrequent buyers, while brands with a higher market share have more buyers who buy them more often.

Our entire bodies could be 'replaced or upgraded' with robotic parts by 2070 to give us SUPERHUMAN abilities, claims robotics writer

Our entire bodies could be ‘replaced or upgraded’ with robotic parts by 2070 to give us SUPERHUMAN abilities, claims robotics writer

Our entire bodies could be swapped out with robotic parts as soon as 2070, says robotics journalist and expert Chris Middleton.

He says we’re not far from a future where anyone can buy upgraded body parts that provide superhuman powers.

‘Biohackers’ are already upgrading their bodies with implants such as chips that let them open doors with a wave of the hand, so the predictions aren’t too far-fetched.

Scroll down for video Our entire body could be swapped out with robot parts as soon as 2070, says robotics journalist and expert Chris Middleton. He says we’re not far from a future where anyone can buy upgraded body parts that provide superhuman powers (stock image) ‘At some point, 50 or 100 years in […]

Robot ‘ALTER-EGO that knows everything about you a reality in just 20 years’

Robot ‘ALTER-EGO that knows everything about you a reality in just 20 years’

ALTER-EGO: Microsoft predict ‘digital assistants’ which know everything about us The tech giant’s president Brad Smith and its executive vice-president Harry Shum have written about how artificial intelligence will transform the world in future.

And the co-authors of the Future is Computed have delivered a stark warning for how technology companies that develop AI might not be best to decide how it works for society.

Shum has talked about how a “digital assistant” which knows your every move is the next step forward.

He said: “I think predicting the future is always hard, but one thing Brad and I firmly believe is that the ultimate form of AI is a digital assistant —a digital assistant that really understands you, and with your […]

I Slept With A Sleep Robot (And I Liked It)

I Slept With A Sleep Robot (And I Liked It)

There are advantages to sleeping with a robot. For one thing, it won’t kick you in the middle of the night.

It will obediently snuggle with you till you’ve had your fill. When you need your space, simply throw it to other side of the bed–with no hurt feelings. At any point, you can control the robot’s body. Is his breathing too strong? His talk too loud? All can be adjusted with a simple dial.

The best part? It doesn’t snore.

Meet the Somnox sleep robot , a football-sized companion made to help relax you to sleep. The soft-to-touch bot murmurs with a slowed breathing rhythm, subconsciously lulling users to a meditative breathing speed. It comes with integrated audio with Enya-eqsue celestial […]

CES 2018: On the Hunt for Tiny Treasures in the CES Aisles

CES 2018: On the Hunt for Tiny Treasures in the CES Aisles

Photographer: Daniel Acker/Bloomberg via Getty Images CES 2018 starts Tuesday for most of the industry, Monday for the press corps. So I will be spending five days being wow’ed by the biggest and thinnest TV displays ever, new networking and wireless power technology, impressive wearables, and lots more that I’ll be reporting on all week. You can keep up with it all, along with all the other reporting from my colleagues at IEEE Spectrum , on our dedicated landing page .

But as I planned my schedule to make sure I attend all the most important tech industry announcements, and tried to figure out which new gadget will be the must-have item in 2018’s zeitgeist, I also put together a […]

Dawn of the robot era - a look at how our lives will be in 2040

Dawn of the robot era – a look at how our lives will be in 2040

TECHNOLOGY Dawn of the robot era – a look at how our lives will be in 2040

Gene-editing could revolutionise healthcare as we know it today. Photo / 123RF How will technology change our lives over the next two decades? Science reporter Jamie Morton looks at four areas that may look vastly different by 2040. Our jobs

Some studies have suggested half of jobs in the US are at risk of being replaced by computers and algorithms in the next 20 years.

Others have put that proportion at just a tenth.But it’s without doubt that robots and artificial intelligence (AI) will have made a profound impact on workplaces as we know them by the time 2040 rolls around.Even within […]