A particular style and styling of it will influence buyers choice of products in the regular domestic interior lighting market (table, stand, wall, pendant – lights). Therefore, styling can be of significance in this market. I do not think though that you can plan a marketing strategy based on differentiation on styling. Or can styling be a basis for a general marketing strategy?

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Jay’s Answer: In my opinion, it’s not about the lamp – it’s about the people who are likely to want your lamp. The style of the lamp can appeal to people looking for a retro look, or a refined look, or for their dorm room, etc. The same lamp may fit into many niches, but your goal is to make it easy for those looking for “that look” to find your products.