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

US consumers have very high expectations. They are confronted with hundreds of products and
advertisements on a daily basis and expect high quality at reasonable prices. Women in the US
are the primary consumers of handicrafts, home and fashion accessories, which they use to
change looks without investing in entire makeovers. This consumer is generally willing to pay for
something if she finds it truly unique and desirable.
Country Characteristics Pros Cons
United States A strong desire for the
unique, the interesting, and
products with a history.
Traditionally a strong market,
and continues to grow, mainly
on the back of multi‐ethnic
immigration.
Country Characteristics Pros Cons
United States The US has a high level of
internet penetration
The US has the most diverse
economy in the world giving
handicraft producers a wide
range of customers to which to
sell their products.
Country Characteristics Pros Cons
United States It is a trend‐driven industry
which means new products
are the lifeblood of a
successful selling season.
While the US accounts for only
about 4 percent of the world's
population, its GDP is 26
percent of the world's total
economic output.
Country Characteristics Pros Cons
United States US is import‐friendly Handicraft producers face
fewer barriers to entering the
market than European
markets.
Country Characteristics Pros Cons
United States The US is English speaking
which makes it easier for
Caribbean producers to
communicate with potential
partners, consumers, etc.
UK Consumer
Large market of Caribbean
Diaspora.
Price‐sensitive, price per unit
realised in this market tends
to be lower than in other
countries. The US is a very
competitive market. To
succeed, you need to offer
customers real value for
money.
Design and style are also very
important ingredients to the
US market. Hence, Caribbean
artisans must present forward
thinking products.
Caribbean artisans need to
consider the impact of the
additional costs of exporting
on the final price of products,
when competing with US‐
based or other international
suppliers where the cost of
production might be lower.
Some handicraft products
may require additional
certification when exporting.
Caribbean artisans must be
willing to adjust their product
lines, prices, volumes to
adapt to US market
conditions.
Generally, it can be said that British consumers are very proud of their homes and are eager to
undertake constant renovation, restyling and decoration. The growing awareness of fashion and
household design will serve the industry well. Even if the last few years were somewhat
disappointing, there is great scope for growth due to replacement sales. More importantly,
increasingly fashion‐led consumers at the higher end of the market are searching for decorative
and gift articles that have a higher content of fashion than mere practicality.
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