The Furniture Manufacturing Industry of Barbados - Caribbean ...

4.3.2 Target segments for “Barbadian Vernacular” and corresponding product lines
Under the roof of “Barbadian Vernacular” three distinct product lines are required to meet
the needs and likes of three distinct groups of customers:
1. “Antique reproduction”: customers who seek replica of antique furniture that are crafted with
authentic materials furniture connoisseurs who will not compromise on styles;
2. “Barbadian standards”: the established upper middle class, wishing to keep up traditional styles
and values; customers who wish to build a traditional home around some pieces of furniture that are
full of character and history;
3. “Bajan Fusion”: an aspiring, young urban elite wishing to make a Bajan statement in a world of
ever changing interior design fashions; traditions are not rejected, but they should not drown out
modern shapes and patterns.
„Barbadian Vernacular“: 1 brand – 3 product lines
100% true to the tradition...
unit price
1. Traditional
Barbadian
reproduction
Vernacular
2. Barbadian
Standards 3. Bajan
Fusion
or ... with a contemporary twist
Graph 5: Strategic positioning of three product lines of “Barbadian Vernacular” furniture, all three
are in the higher price segments
Product lines 1)
“Antique reproduction”
Target segment
ROOF BRAND:
BARBADIAN VERNACULAR
2)
“Barbadian standards”
3)
“Bajan Fusion”
luxurious, high-end upmarket upper mid-market to upmarket
Customers furniture connoisseurs
who will not compromise
on styles, materials and
established upper middle
class, wishing to keep up
traditional styles and val-
an aspiring, young urban
elite wishing to make a
Bajan statement in a world