Miss Jessie's: Creating a Successful Business from Scratch---Naturally by Branch Miko

Author:Branch, Miko [Branch, Miko]
Language: eng
Format: azw3
Publisher: HarperCollins
Published: 2015-04-13T16:00:00+00:00

YES TO THE ’FRO

This woman was being totally ignored on most fronts, and she deserved better. She had no services, expertise, or products catering to her unique needs. There weren’t even any images in the media of the tighter-coiled/kinkier curl. The images that spoke to this highly textured customer were mostly of straighteners and weaves. It was a Eurocentric ideal of beauty—everything she was not, making it hard for this potential client to imagine embracing her God-given hair texture. It was difficult for this customer to imagine how she would be received by friends, family, or the workplace. There were no images to support the fact that highly textured hair is beautiful and can be accepted in the mainstream. There was certainly no information on how to care for it.

If anything, this customer was being insulted by biases and images in the media on a daily basis. In 2007—not so long ago—an editor at Glamour notoriously announced to the world, “Just say no to the ’fro,” in response to what was seen as professional in the workplace, making millions of women feel bad about what they were born with. Around the same time, radio personality Don Imus infamously called young women “nappy-headed.”

Identify the underserved customer and get to know her needs and desires. It will help you corner the market with a steady stream of loyal clientele.

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