Trends: what are they & why are they important to your Craft Business.
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There’s a very good chance that as a crafter you’re not a slavish follower of fashion - because one of the greatest things about craft is that we are not restricted by what we can buy in shops. That said, it is very important for most all business owners to keep abreast of trends because doing so will save and make us money.
So what are trends?
According to Wiki “A trend is something that is popular within mainstream society over a long period of time. It is the direction of a sequence of events that has some momentum and durability.” So it makes sense that if you catch whiff of a trend close to it’s inception and you start a business based on the upcoming trend you have a great chance of being pretty successful! There are trend forecasts for most everything out there from colour trends to automobile trends.
What creates/influences trends?
Well, have a look in the news, read newsstand and trade magazines (in hard copy and on the internet), check out newsgroups on the internet, and you’ll see the very things that influence and create trends. Two of the most obvious current issues are the war on terrorism and the current credit crunch (see how even those two events have their own media-rised titles that we all recognize (urk! I don’t like that), but anyway I digress).
How do trends influence and affect us?
Events such as the war on terrorism and the current credit crunch have encouraged most of us (me too; I’m no different) to look to our homes for comfort and security because going out and spending money on fine dining (for example) seems too frivolous and now we can’t afford it anyway. Also our growing awareness of the ills of globalisation and the need to tighten our belts are causing more and more of us to turn our backs on the faceless pile-it-high-sell-it-cheap high st shops that line our shopping parades/malls (and choke our independent shops) in favor of DIY & MIY (make it yourself). The instinct to nest in our homes and turn our attentions to buying and making handmade has had a HUGE POSITIVE IMPACT on the craft industry. This is largely because buying and making craft is the antitheses of ‘production line throwaway consumerism’ - it just feels nutritious to give and receive hand craft.
Now you can see why the trend in knitting exploded in recent years. Knitting is warm, slower, cosy, giving, tactile, and reminiscent of knitting afternoons with Mum & Grandma etc. etc. etc. Reliable sources (including two rather large book publishers and a well known author) tell me that sewing is the next big thing…
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The good stuff always make a reappearance in trends (except for the 80s perhaps).
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How can we (as craft business owners) act upon trend forecast information?
Whilst us crafters are a independent and free thinking bunch, I still think it’s very important to pay attention to trends. I know it’s tempting to think “well, I’m just a small business, so such things don’t affect me”, but how about thinking instead “I’m a small business so knowing stuff like this can help give me an edge”. Of course trend forecast information is just a guideline and it is open to interpretation, but that’s great because it gives us freedom to interpret the trend our way to create what we love, but to be ‘on trend’ at the same time. This way we won’t go and make 50 pcs of an item that only we like (because pumpkin yellow is our fave colour!). So, if we take the example that sewing is going to be the next big craft trend than perhaps it would make sense to prepare for that upcoming trend by selling items such as: sewing project carry totes, sewing equipment holder/organisers, sewing aprons, designing sewing patterns, designing sewing inspired jewelry (charms bracelets, rings etc) and so on.
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Further Reading
- Fashion Trendsetter - Fashion forecasting
- Infomat - Trend analysis
- CraftZine - you should know about this one
- Whip Up - you should know about this one
- Not Martha - you should know about this one
- CraftsReport - Craft trade mag
- Marie Claire Idees - yummy French craft mag
- Selvedge - beautiful mag for all things sewing
- Martha Stewart - whether you’re a fan or not…lots of folks love her!
- Drapers Record - all about the dressmaking industry
- Quilts.com - info on shows and a peek at the shows
- Quilters Buzz - Whats new and hot in quilting, sewing, and fabrics
- Art Jewelry - art mag
- Ceramics Monthly - you guessed it!
Kris is a fun and crafty mom of four. She expresses her creativity as the owner of Jesse Kate Designs, a sewing pattern and machine embroidery brand. Kris also stays busy as the site manager of 
Crissy is the founder of 
Lisa is a generally content (who said generally - don't get her started!) 30 something living in London, who amongst other things sells everything you might need to make unique and lovely handmade handbags at home from her online store 
I think following treads is *hugely* important if you are selling your handiwork. Most handmade items are made either for the home or for someone to wear.
Hunter green and burgundy as home decor items went well in the 90’s but not anymore.
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oh, sewing…I love it. that would be a great trend to come up next.
Joanna Maltsberger’s last blog post..Birthday Quilt
Great post! I think many crafters get stuck in a rut with their products. While there are some customers stuck in the rut with them, their numbers will dwindle over time. I wholeheartedly agree about Martha Stewart. No matter what you think about her - she has a 6th sense about what works, what people want and a big enough following to TELL people what they want.
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