Market Access Manual for Artisans Rev2 - Caribbean Export ...

The US gift and home furnishings market a sub‐category of the handicraft sector can be divided
into three segments of buyers according to their requirements for price, design, quality and
volume:
Market Segmentation Characteristics
High-end market Low‐volumes, high‐prices, design and fashion‐
driven products, exclusive brands, exceptional
quality, demanding customer services.
Middle or mainstream market Larger volumes, moderate prices, appreciation
of design and uniqueness, good quality.
Mass market Very high‐volumes, low‐prices (price is the
number one factor in buying decision), and less
value placed on design, quality or uniqueness.
Select the customer that matches your price point, quality, design and volume needs.
4.4 US AND UK MARKET TRENDS
UK consumers of home accessory products have traditionally favored unique, high‐end items,
though they tend to have smaller homes and are more minimalist in their furnishings. Market
experts reason that this leads to greater selectivity, with a focus on quality over quantity, a
direction the US market may be moving in over the next decade as collapsed real estate prices
triggered a trend toward smaller homes. With greater selectivity in purchases of home décor
items, American consumers are expected to spend more on gifts, opening up opportunities for
both high‐end home accessories and new creative gift products. The luxury market segment
covers all product categories and offers excellent opportunities, current and future, for
handmade products. It should also be noted that some traditional big box stores such as Pier 1
imports, IKEA have now begun to carry ethnic product lines in different market segments.
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