The Problem
Historically, women lack the confidence or opportunities to tackle home improvement, automotive, and electronic projects themselves. Times are changing. And we are beginning to be more open about gender roles as being fluid, rather than binary. However, the tools themselves and how they are marketed haven’t changed.
The Solution
Barbara Kavovit invited women to the male-oriented space by changing the branding and user experience of the products themselves. Her company, Barbara’s Way, sells home improvement tools and kits designed for women. It’s this invitation through the packaging, the messaging, and the experience design that makes this brand to their target market.
– the tools are lighter
– the tools are ergonomically designed to fit smaller hands
– packaging is for solutions for problems (instead of tools for the job)
The Barbara K Power-Lite Cordless screwdriver won accolades from the GH Research Institute who pitted various powertools against each other. The removable battery clips onto your belt, leaving the body of the drill nearly two pounds lighter than its competitors and making it easier to maneuver.
What Customer’s Are Saying
5.0 out of 5 stars
perfect for my new apartment, May 27, 2005
By Kris “Kris” (NY, NY)
I recently moved into my first apartment. The Barbara K toolkit was perfect for setting up. I had all the tools i needed, plus extra hardware so I could hang pictures and mirrors. I was able to do so many projects by myslef, it was great. The guidebook is really helpful too, its filled with how to instructions to fix up my new space. The tools have amazing grips, they are softer than other tools so you can use it longer without getting tired or hurting your hands. They are also much lighter than other tools I have seen.
5.0 out of 5 stars
Great tools for all!!, May 12, 2005
By Chis Manteria
This review is from: Barbara K BK24214 30-Piece Do It Yourself Tool Kit (Misc.)
I have purchased this kit as a Christmas gift for my oldest daughter who just went to college. She loves it. It has come in so handy around her dorm that 3 of her friends have actually bought this kit.
I was so impressed I bought one for around the house for my wife and I. We both use it and love it. The tools are lightweight but they take a beating.