If you’re looking to build a successful range of products – such as candles and home fragrances – it’s essential that your strategy is informed by the needs, wants and buying behaviour of your customers. Take some time to review who you want to target before diving in head-first; understanding what makes them tick allows for more effective decisions about product selection and selling methods down the line.
Define your market
Ready to set your business aglow? As a candlemaker, you have the exciting opportunity to make a selection on how far and wide you spread your light! You can decide if being small and local is right for you or perhaps aim larger with an eye towards conquering the entire nation. Before making such big decisions, consider crafting around one of three areas: selling directly through friends & family networks; contacting boutique shops throughout town; or putting yourself in line among national competitors. No matter which direction works best – just remember that every business has to start somewhere.
Mass-market: Mass-market candles are a staple at many stores and offer shoppers classic scents for an affordable price. From £1 to £5, these budget options come in basic containers but provide the same quality as higher priced brands. For budding entrepreneurs challenging this sector is no easy feat – so get ready to light up with innovation!
Mid-market: Candles with broad appeal like Yankee candles. They are usually a little higher in price ranging from £10- £23 however you can expect slightly higher quality packaging, and a lot more scent combinations like lemon and lavender, clean cotton etc.
High-end or prestige: A great example here would be Jo Malone candles where luxury stores command a premium price. Candles in the high-end market are typically prestige-level products that place a premium on packaging, fragrance, and the story behind the brand. Price range: starting from £23 all the way up to £120!
To help identify which market suits you best, think about the people you will be selling to, how they will buy your candles (what’s your platform), and how much they’re willing to pay. You will then have a better idea of what materials you want to use, and it might help craft your brand and niche in the process!
Find your niche
It’s time to make your candles shine! You need an individual “niche” that will help you sell online and give customers a reason to shop from you. Think about what makes your brand unique and differentiates it from the competition – push forward why buying one of yours is superior, detailing its special features or intriguing story behind it. In short: come up with something totally above & beyond for people love about shopping at you exclusively!