Crossover Acts

How eight brands managed (or mismanaged) their efforts to appeal to new demographics

Bevel

Though its system of razors and creams are specifically designed for—and marketed to—african-American men, five-year-old Bevel has been embraced by Caucasian men, confirming founder Tristan Walker’s thesis that “global culture is led by American culture, which is led by black culture.”

Patagonia

How does an outdoor-clothing pioneer sustain the nickname Patagucci without losing its street cred? By never straying from its purpose-driven marketing.

Jetblue

The budget airline for the vacationing masses rolled out a business-class cabin, called Mint, in 2014. Rather than alienate no-frills fliers, it gave them something to aspire to.

Apple

By dressing its powerful imac in daring candy-colored plastic in 1998, the oncegeeky brand made a consumer product with mass-market appeal—and baked great design into its corporate ethos.

Shea Moisture

The personal-care brand made its name by catering to African-american women with formulations for thick, curly hair. But a 2016 campaign featuring white women—an effort to attract a wider audience— led to threats of a boycott. The company apologized, saying it “really f—ed this one up.”

Canada Goose

Known for creating ultrafunctional parkas for ultrapractical Northerners, the Toronto brand became a status symbol for people in milder climes by dressing visiting film crews and celebs.

Coach

The luxury handbag maker lowered prices (and quality) to appeal to a wider audience in the early 2000s. The effort boosted revenue temporarily but diluted the brand, which is still trying to regain status.

ABC

After championing diverse sitcoms such as Black-ish and Fresh Off the Boat, the network decided to go after the “heartland” by rebooting Roseanne earlier this year. The strategy backfired—and the show was canceled—when its star and cocreator fired off a (not entirely unexpected) racist tweet. The network has since picked up a Roseanne-free spin-off show.