SOL REPUBLIC builds a headphone brand with a purpose

This event report explains how SOL REPUBLIC, the headphones brand, is targeting an audience of 18–28-year-olds, and seeking to stand out in a category currently dominated by Beats by Dre, the market leader.

SOL REPUBLIC builds a headphone brand with a purpose

Stephen WhitesideWarc

Headphones long seemed like the ultimate example of commoditization in the electronics category, with prices spiralling downwards and little or no differentiation on display between competing products.

If the launch of premium headphone brand Beats by Dre in 2008 marked the beginning of a seismic shift in this sector, then its sale to Apple – the owner of digital downloads service iTunes and maker of the iPhone and iPad, where a rising amount of music consumption occurs – for $3 billion in early 2014 confirmed the emergence of...

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