chapter 4
USING SUPERCONSUMERS TO CREATE NEW CATEGORIES: AMERICAN GIRL
If you have a little girl in your life—a daughter, granddaughter, or niece—you have probably come across the amazing brand that is American Girl. If there was ever a brand with superconsumers, American Girl is it. According to industry estimates, the average American Girl consumer spends yearly on the brand close to half of what they would spend on a smartphone. This spending would represent one of biggest categories of expenditure on children, according to the US Department of Agriculture, right behind health care and clothing.1
How is this extreme level of spending possible?
Through the vision of its founder, Pleasant Rowland, American Girl has managed to combine and improve ...
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