Just because you target one group of people doesn’t mean others won’t buy. Speak to who your brand is for, because other communities will buy from you. People have always loved Black culture, trends, and language.
This also won’t necessarily turn away non-Black customers. Daymond John of FUBU built up a multimillion-dollar empire by serving Black people. Black people aren’t the only ones who bought FUBU, but he remembered who his customers were.
And they’re “one of the few streetwear brands from the late ’90s and early 2000s that has survived and remained Black-owned,” says Complex.
In the age of Black Lives Matter and the George Floyd uprising, many consumers of all races are purposely seeking out Black-owned businesses. They may just be assuaging their guilt at racism and injustice, but if your products and/or services are good, these people could become long-term customers!
That doesn’t mean you have to diversify or cater to others - many customers seek you out BECAUSE you are Black-owned and Black-centered. Understand who your customer is. They are the center of your brand story. Everything your company does has to be built around who this customer is - and your customers are key to your success!