Creative Leisure News - Business-Wise

Mike's often irreverent, thought-provoking analysis of the industry-- with an occasional guest columnist.

Stop Complaining and Be Creative

Our problems are just opportunities in disguise.

by Phyllis Hoover, Imagine That! (October 6, 2008)

I've been in the craft industry for almost 30 years and attended every HIA or CHA show since 1979, wearing a variety of hats along the way: retailer, manufacturer, product developer, designer, importer, and now owner of Imagine That! Designs, which develops and manufactures product in our industry.

So I've been around the block so to speak. I've been in macrame, decoupage, floral designs, cross stitch, needlepoint, sewing, crochet, painting � you name it!

Here are a few comments I would like to make about our great industry

Creative problem solving.

This industry has been built on innovation and creativity � and that includes creative problem solving. Just because we've done things the same way for years doesn't mean that we should continue in the same path. We are creative beings and should be thinking "outside of the box" instead of complaining and whining about the economy.

Scrapbooking.

If traditional scrapbooking is in a slump, then create new products and ideas using the same materials. Create new concepts made of the beautiful paper and embellishments designs we have to offer: Home D�cor, cards, gift-giving, party goods, etc. Feature these ideas in your stores. Showing your products in a new ways can give it a new life. Craft products can evolve rather than die. Tie in beading and jewelry supplies with papercrafting; add silk flowers to a handmade box; add ribbons to jewelry making; make Ribbon flowers to add to your papercrafting. So on and so on....

Trends.

Scrapbooking has been a trend for a number of years now and has set records for our industry. But it is a lifestyle trend that can be long lasting if we don't give up. Consumers will still take many photos and want to keep them and display them. This is a fact. In most families, our photos are our most cherished possessions and we all need a good safe place for them.

Use this fact to consider how this market will evolve. Think of innovative ways to create "safe places" for these cherished memories. Help this industry to evolve into the next level of memory keeping.

Value and price points.

Since the economy is slow, make sample products with a price point in mind.

Such as: you can make a card for less than $1.00 or a page for $1.00.

Feature a variety of price points: $1. $2, $3, and so on. Sure you can

show the $10 pages, but most people will not spend that much now. Show them

how to use some of their stash in a creative way and of course they will buy

additional supplies from you. Have sections in your stores that are geared

toward a value price point. The consumer will not only buy your value items

but will add a few of the pricier items along with them.

Consumers have not lost their love to craft. When the economy is down, they are looking for inexpensive entertainment, for ways to conserve. The dollar stores are highly successful today because of this.

Value is very important now, with the discount store sales going up and mid- and upscale retailers on a downturn. So show our consumers what a great value it is to craft. Manufacturers should be creating value packs or products to sell to our cash-strapped consumers.

Importing.

It's a fact. The beautiful products that we love to use for our papercrafting and craft projects are mostly imported from China. If they were made in the U.S., we could not afford the intricate, handmade embellishments we all love. Besides, the process of importing of our craft products gives jobs to many U.S. citizens. We hire people to design, develop, manage, sell, warehouse,

ship, and retail these products. And these are much better paying jobs than the manufacturing jobs that are being done offshore for our craft products.

(Note: Agree with Phyllis? Disagree? Send your thoughts to CLN at mike@clnonline.com. Phyllis can be contacted at phyllis@imagine-that-designs.com.)

xxx