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Why Familiar Brands Always Win : The Secret Power of the Mere Exposure Effect

  Why Familiar Brands Always Win : The Secret Power of the Mere Exposure Effect  Estimated Read Time :- 7 minutes  Word Count :- 1, 520 words  Have you ever wondered why you suddenly start liking a brand you never paid attention to before — just because you see it everywhere? From billboards to YouTube ads to your Instagram feed, repetition quietly builds trust in your mind. This invisible psychological trigger is called the Mere Exposure Effect — a principle that proves familiarity breeds preference . What Is the Mere Exposure Effect? The mere exposure effect, discovered by psychologist Robert Zajonc in 1968, suggests that people tend to develop a preference for things merely because they are familiar with them. The more we see something, the safer and more likable it feels. It’s a subconscious mechanism rooted in our evolutionary psychology — our brains associate repetition with safety and trust. This is why brands spend millions not just to sell, but to st...
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Case Study of Rare Rabbit

Only Buziness

Case Study of Rare Rabbit 



Introduction

Rare Rabbit, launched in 2015 under The House of Rare, has become a $300 million menswear brand by filling a gap in India’s premium fashion market. Unlike mass-market or luxury brands, Rare Rabbit offers European-inspired designs with Indian fits, high-quality fabrics, and an exclusive shopping experience.

How Rare Rabbit Developed Its Identity

1. Unique Design & Quality Focus :-

Inspired by Italian & Scandinavian fashion with clean silhouettes & rich fabrics.

Uses premium materials sourced globally (Turkey, Portugal, India).

Attention to detail , subtle prints, high-quality buttons, and unique textures.

2. Full Control Over the Supply Chain :-

Owns design, manufacturing, and retail, ensuring high quality & cost efficiency.

Unlike brands that rely on third-party suppliers, Rare Rabbit maintains exclusivity & quick production cycles.

3. Smart Retail & Digital Growth:-

Started with exclusive brand outlets to create a premium in-store experience.

Expanded to Myntra, AJIO, Flipkart, and its own website for wider accessibility.

Uses influencer marketing & limited edition drops to maintain exclusivity.

Why Rare Rabbit is Still Successful ?

Balanced Exclusivity & Accessibility 

                                             Offers high-end quality at competitive prices.
Premium Branding 

                                    Creates a luxury feel with aesthetic stores & refined packaging.
Multi-Category Expansion 

                            Grew beyond menswear to footwear, accessories, and women’s fashion (Rareism).

Challenges & The Road Ahead

Competing with global giants like Zara & H&M.
Scaling while maintaining premium positioning.
Adapting to eco-friendly and tech-driven retail trends.

Conclusion

Rare Rabbit’s niche positioning, quality control, and strong brand identity make it a standout in India’s fashion industry. As it expands, its challenge will be to scale without losing exclusivity ,a formula that has fueled its impressive growth so far.

Thank you

Would you choose Rare Rabbit over Zara or H&M? comment me below 

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