2008 trend report - global communities · 2018-12-04 · the crafts center 2008 trend report page 2...

2008 Trend Report

The Crafts Center at CHF International contributes

to economic development through field programs and coordination of

an international network dedicated to supporting low-income artisans.

Distinguished by a focus on grassroots initiatives, we build the capacity

of organizations and individuals to become artisan entrepreneurs. Since

1986, the Crafts Center has offered technical assistance and training in the

development, marketing, and sale of crafts. Crafts programs can generate

increased incomes and opportunities for the poor, particularly women. Our

programs give hope to families for a better life and increased self-reliance.

The Crafts Center 2008 Trend Report page 1

i. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2About This Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Understanding the Gift & Home Furnishings Marketplace for Handmade Products . . . . . 2

ii. How Trends Can Benefit Global Artisans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Knowing your Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4What are trends?- Short-term versus Long-term . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Lifestyle Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Why follow Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

iii. Trend Overview for 2008 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Buzz Words for 2008 and What they Mean . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Color Palates for 2008 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Key Design Elements and Trend Predictions for 2008 - What’s In, What’s Out . . . . . . . . . 10

iv. Product Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Home Décor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Gift Items . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Fashion Accessories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Clothing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Textiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Stationary and Paper Goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Functional Art . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18Gadget Accessories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

v. Product Materials for 2008 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

vi. Packaging and Hangtags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21Packing for Export . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21Product Display Packaging. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21Hangtags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

vii. Marketing and Product Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23How Consumers Asses Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Marketing Tips . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Vendor Purchasing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Helpful Hints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

viii. Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Glossary of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Reference and Resource Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Photo Credits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26Works Cited . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

>Contents


i. Introduction

About this Report >

T he purpose of this report is to use current trend analyses to assist in the planning and design process of global handicrafts.

This trend report can assist product designers and handicraft producers around the world to improve upon various design elements that can offer competetiveness in the marketplace. While trends are important, quality, price, packaging, materials, and marketing are all key factors, as well. This report will provide an overview of trends forecast for 2008/2009 with practical suggestions on how to incorporate these elements.

Trends for the 2008/2009 season continue to emphasize the use of products and materials that are environmentally friendly and socially conscious. Large retail corporations are responding to this consumer demand by highlighting marketing “buzz words” that capture the essence of sustainable living. While these buzz words vary, the idea and message remain the same. Supporting the use of sustainable goods and services, environmentally friendly products and materials, while linking low-income artisans into the global economy and offering them fair wages, creates a positive lifestyle that benefits producers, companies and consumers alike.

Understanding The Gift & Home Furnishing Marketplace For Handmade Products >In North America today, consumers are inundated with mass-produced products and the ability to find just about anything they want, whenever they want. Large chain stores and independent retail outlets have access to an expansive list of suppliers that can provide wholesale materials, labor, packaging materials and ready made products for relatively low costs and can afford to purchase large quantities of the same item. Though mass-produced items offer selection and variety, the downside is that there is an over-saturation of a particular product within the market. Once a product has become mass-produced, the product loses uniqueness, and often becomes less desirable to the consumer. Alternatively, handmade products consistently offer uniqueness due to smaller production lines, continued

i. Introduction


use of traditional practices, greater attention to detail, and the ability to capture the meaning or story behind the product.

The high demand for handmade products also derives from the consumer’s interest in what they buy, how products are made and by whom. This interest associates unique characteristics to the handmade product and typically appeals to smaller, high-end markets such as boutiques and crafts shows, yet is still able to thrive in our competitive trend-conscious market. Capitalizing on the story behind the product allows smaller producers to use marketing strategies based on uniqueness of a product rather than just the trend factor. The benefit for small artisan groups is that trend conscious consumers still appreciate and seek unique items to incorporate into their lifestyles.

Additionally, socially conscious products are being capitalized upon by retailers who market their items with catchy words including: traditional, ethnic, Eco-friendly, sustainable, recycled, and organic. Though all of these terms differ in definition, in the broader consumer context they have a common interpretation - they are products that benefit the global community and alleviate the growing pressure on buyers to consume more material items. In order for low-income artisans to tap into the definitions underlying the current buzz words and appeal to retailers interested in socially conscious products, they must be familiar with the trends guiding the marketplace.


Knowing Your Market >Y Knowing your market means you understand who your consumer is, where they

buy handicrafts, why, and for what purpose. Using these principles, you are able to assess what needs your customer may have.

Y Once you know who is buying your product, you are well equipped to understand what sells and what does not. It also means you know how to price your product, how fashion forward it needs to be, what materials to use and how to package and market the item.

Understand the demand and supply principle. Know what is in the marketplace already. Is your product in demand? Can you supply enough of your product to capture the demand? Determine what is unique about your product and where the demand for your product has potential to grow. For example, if you are selling handmade soap, some key questions you may want to ask are the following: What is different about the soap I make? Are consumers purchasing handmade soap and if so why? Is this a gift item and therefore does packaging determine sales? Where can you sell your handmade soap that will enhance sales? These questions will allow you to better market your product in a consumer driven market.

Helpful HintsY Do not over-saturate the marketplace with the same product - look for what is

unique about your handicraft and market that unique quality. Unique qualities can vary from ingredients, packaging, regional value, and import value. Highlight whichever quality works best for the marketplace based on your research.

Y Make sure your individual or group story is told about your products.Y Know your customer: are they teens, thirty-something young professionals, retirees?Y Know where your customer is most likely to buy your product and during what time

of the year.Y Is your product considered seasonal or an investment piece? Functional or

decorative?

ii. How Trends Can Benefit The Global Artisan

ii. How Trends Can Benefit the Global Artisan


Why Follow Trends? >Following current trends can assist you with the successful planning and design of your product line, in addition to incorporating changes in designs over time. Understanding what is in style and where your target market lives, enables artisans to capitalize on various trend factors such as color, shape, material, and/or function. Trends can also indicate what is happening in a larger global context and can determine consumer spending habits due to varying economic climates. For instance, it would be important to investigate whether consumers are spending their money on travel, home décor, or electronics. The answer to this question can be a factor in the types of products that are likely to be in greatest demand in the coming year.

Though following trends is helpful, identifying and applying trend concepts to the handmade market can be difficult when developing products that take longer to make and distribute. In these circumstances, it would be wise to assess whether current trends are important to your product lines and why. If the answer is yes, artisans could incorporate timeless and classic shapes and designs into their products and go for long-term trends (described more in depth in the next section); if the answer is no, they do not have to be as conscious of these rapidly changing trends.

What Are Trends? - Short-Term Versus Long-Term Trends >Trends are two-fold; they reflect the purchasing habits of consumers, yet are influenced by marketing strategies. It is difficult to pinpoint exactly where a trend originates, as the combination of buying habits and product marketing makes it complicated to measure. What is easier to grasp are the life cycles of a trend; for example, is it short-term or long-term? Short-term trends are more likely to be colors, shapes and function and will last for a season (3-4 months) or a year, whereas long-term trends will last two or more years and are born from a larger concept such as lifestyle habits, political climates, economic environments, or a combination of factors.

Lifestyle Trends >There are several long-term trends that cater to consumer lifestyles. How people live, where they live and what compliments their living are all reflected in particular lifestyle motifs. Sometimes they are distinct and clear; often they are a combination of several concepts. Marketing strategies are now targeting lifestyle trends to offer a variety of products within a particular concept. For instance, there are certain buzz words that can capture the essence of a lifestyle concept. This is best reflected in 2008’s popular buzz word, Eco Chic, which


encompasses color, design, materials, decorative elements, and even philanthropy in its definition. The term Eco Chic describes the lifestyle of someone who enjoys simplicity, believes that recycled and organic products should be used everyday, and yet wants the feeling of modern style. Knowing what lifestyle trends are in vogue can help you to place your product within the marketplace in the best way possible.

Current Lifestyle Trends Include: Y Urban - Living in the city, small spaces, and simple design.Y Country - Larger style homes, lots of woods, floral prints, and warm colors.Y Coastal living - Living near the beach often brings outdoor colors into indoor

design. Natural materials for furniture and decorative elements; cool colored painted walls with bright Turquoise and royal Blues, vibrant Greens and Yellows as accent colors.

Y Traditional - Hand carved wood in curved motifs, warm colors, and prints.Y Contemporary - Clean lines, simple yet modern design, combination of materials

including steel, wood, glass and granite, with bold prints and color accents.

ii. How Trends Can Benefit the Global Artisan


iii. Trend Overview For 2008 - Go Green

2 008 is going to offer a promising opportunity for the handicraft sector by bringing artisan skills to the fashion marketplace. This year’s trends exhibit the use of a combination of materials to incorporate traditional designs and techniques with

contemporary style, function and form. This is great news for the handmade market, as the blending of old with new has not always been marketable in the fad-hungry, Western market.

Buzz Words For 2008 And What They Mean >Y Eco Chic - Environmentally conscious consumers that want simplicity and

contemporary style infused with sustainable living.Y Organic - Products that come from materials that are not exposed to pesticides or

chemicals during the farming process. Organic can also refer to the natural shape of something.

Y Recycled – An object that can have a second life by making another product out of the original material. For example, tin cans are used in South Africa to make decorative animal figures.

Y Eco-Friendly – This term can vary; however, for the purpose of this report we will refer to this term as natural materials that require minimal processing and are therefore environmentally friendly. For example, bamboo in its natural form, requires less energy to process than glass, therefore requires less energy output to recycle.

Y Brown is the new Black - 2008 designs are highlighting Chocolate Brown as the new staple color instead of Black.

Y Think Green - Think economically viable, environmentally safe, recycled and reclaimed materials with organic priority. If it is good for the earth, then it is Green!

Y Urban Zen - Creating a small living space that combines the Asian design influence and peaceful Zen feeling with contemporary style and simplicity.

Y Earthy Naturals - A color palate influenced by our natural environment that can range from plants, trees, sand, clay, stone, shells, soil, or food.

Y Resort Wear - A fashion-marketing concept used to sell summer clothing in the winter season for those traveling to warm climates for vacation.

iii. Trend Overview for 2008


Color Palates For 2008 >Color is hUGE in 2008. Brown is the new Black, bold colors are in, and natural is chic.

Color palates are often highly complex and require knowledge of how they work together, in addition to a solid understanding of specific terms. For the purpose of this report, we will describe just a couple of basic color principles, how they relate to color trends and examples of color palates to help product designers and artisans understand contemporary thinking. Key terms to understand when selecting colors for your product are:

TermsY Primary Colors - Red, Yellow, BlueY Complimentary Colors - Green, Orange, Indigo, VioletY Accent Colors - colors that highlight another color’s intensityY Hue - intensity of a color, how light or dark a color isY Saturation - or value of a color refers to the intensity of hue in color

Color choices for products, whether it is paint, dye for bags or clothing, or a decorative item, will often reflect what is happening in the market at a particular time. Colors are often recycled and make comebacks in different seasons. Fashionable colors are revamped by changing the intensity, hue or saturation of a color, or by pairing certain colors with a new set of compliments or accent colors. For example, this season’s trendy color is purple; however, it will be the tone and hue of the color that will make it different for this particular season. The trendy color’s specific tone and hue will show up in a number of ways, whether it is the color of the entire product, specific accents, and/or the marketing and packaging of the product, as buyers are more likely to be attracted to that color.

Most fashion designers for clothing, accessories or home décor will decide on a color palate for a season. A color palate, such as the Pantone Color Palate (as seen on the next page) usually contains at least six colors that compliment or accent the overall look the designer wants to achieve. This is demonstrated in Pottery Barn’s Textured Pillow arrangement (left), where their most prominent colors for 2008’s spring season are Cabana Blue, Cherry Red, Citrus Green, Espresso, Harbor Blue, Ivory, Kale, Light Ember and Pineapple.

Deciding what color palate to use for your product can easily be determined by assessing whether an item is trendy or if it is able

to sustain market trends on a longer-term basis. If unable to sustain market trends, it would be wise to select neutral colors that don’t vary as much from season to season.



Using lifestyle concepts can help determine what color palate will work best for you. For example, 2008’s Eco Chic would incorporate a color palate of neutrals with complimentary greens, yellows and perhaps some red. Urban Chic might focus more on the influence of industrial structures such as steel and stone, which incorporates cool grays, blacks and white. Alternatively, Retro will incorporate another palate of colors that compliment each other such as dark reds, olive greens, mustard yellows and steel blues.

Pantone Spring Colors For 2008 >Pantone’s seasonal color palate is a great indicator of what retailers will be buying for the season and demonstrates how designers use palates in the planning and design stages.



Key Design Elements & Trend Predictions For 2008 >

What’s In - What’s OutIN OUT

THIN BELTS SHORT SKIRTS

HEAD SCARVES JERSEY KNITS

PENCIL SKIRTS BABYDOLL DRESSES

SEQUINS LOUD GEOMETRIC PRINTS

METALLICS SUNHUED COLORS

SILK JERSEY & CHIFFON OVERSIZED SATCHELS

FLOPPY HATS FRILLS & LACE

EVENING CLUTCH BAGS PASTELS

DAY CLUTCH BAGS

SCARVES & WRAPS

WOVEN TOTE BAGS

IKAT

ARTISAN WEAVING

TRADITIONAL JAPANESE & INDONESIAN DECORATIONS

TIE & DYE

TRIBAL BEADED ACCESSORIES

MOTHER OF PEARL

WOOD JEWELRY

BAMBOO

WICKER

CORK

SEA SPONGE

ORGANIC COTTON

ANIMAL PRINT DESIGNS

GEOMETRIC KILIMS

SHELL BUTTONS



Form ~ Function ~ Color ~ Visual Aesthetic ~ Texture

The following terms will highlight design and fashion rhetoric that is currently in top trend reports and fashion magazines for 2008.

Y Eco Chic - This buzzword continues strongly in the design world with no hint of leaving anytime soon. Leading home décor catalogs and magazines now include a special section for this category including color themes, accessories, and an overall look for both indoor and outdoor décor.

Y Ethnic Chic - Bold wooden bangles with slight detailing, bags with combination elements such as canvas, leather, buckles and rope - sturdy and structured, soft and tactile.

Y The three R’s - Recycle, Reuse & Revamp. Buying products that make us feel good and also gives back to the global community. Using recycled products, reusing instead of throwing away and revamping old items to give them new functions.

Y Organic Shapes - Shapes that occur naturally, such as a wooden table with the natural twists of the branch. This is an important design feature in furniture and jewelry.

Y Earthy and Natural - Using wood and natural fibers to create an earthy, natural feeling including a neutral color palate to evoke a fresh organic look. Colors include: Pure White, Chocolate Brown, natural fiber colors, and Greens found in nature.

Y Raw Materials – Materials that need minimal processing before used in a product; for example, straw, canvas, rope, wood, pebbles, sand, and shells.

Y Tribal Beading - Featured as a decorative element for jewelry and accessories such as shoes and bags. Tribal beading is a very trendy look for 2008.

Y Bold Colors - Burnt Orange, Turquoise, Coral, Moss Green, Royal Blue, Rococco Red, Deep Purple, Bright Yellow.

Y Ethnic Prints - Prints make a big comeback in 2008 with the influence of top designers such as Oscar de la Renta incorporating traditional textiles in contemporary clothing and fashion accessories. Textile prints can also add great detailing to jackets, bags, shoes, and throw pillows.

Y Bags - Totes are the style for 2008 and typically combine soft, natural leather with various materials.


iv. Product Examples

W ithin various sectors of the fashion market, there are niche items that artisans can easily tap into based on current consumer appeal of traditional designs and textiles. The following are products that are appropriate niche items for

artisans, in addition to styles, shapes and sizes that are popular for the 2008/2009 season.

Home Décor >1 Placemats- A great way to use traditional textiles and woven materials for home

décor. Use solid colors, prints, or a combination of the two. Rectangle is the most popular shape for 2008.

Standard sizes are: Rectangle: 19x14” Round: 14” diameter Oval: 13x19” Square: 14x14”

2 Napkin Rings - A great addition to placemats that can add a fun element to the dining table and be made from just about any material. Popular for 2008 are chunky wooden rings with traditional painted or hand carved motifs. Combination textiles with wood or plant products can also work. Other materials include tin, copper, pewter, steel, recycled glass with wire rings, and shells (coconut or seashells), mother of pearl or dried nuts. Ethnic detailing and simplicity in design are elements to keep in mind for 2008. Round, square, or rectangle shapes usually work best.

3 Table Runners - An easy way for people to use beautiful textiles in a contemporary way - Ikat, tie dye, natural weaving and combination materials.

Most popular sizes: 14x90” 16x90” 16x108” 16x144”

4 Rugs - Rugs and mats for indoor and outdoor flooring continue to be popular in 2008. Texture, function, design and easy to clean are key elements. Popular materials for rugs and mats in 2008 are seagrass, jute, bamboo, sisal, cotton, wool, and a combination of synthetic with natural fibers. Decorative rugs can double as an artistic element by using them as wall hangings. Emphasize this dual use when marketing your product.

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iv. Product examples

5 Throw pillows - A fabulous way to use multiple materials such as textiles mixed with other materials for detailing. Don’t forget to include care instructions on the tag, depending on the material. Zipper and button closures work best for throw pillows. Trendy throw pillow designs for 2008 are: natural linen with coconut or shell detailing; colored linen; natural fibers for texture; traditional rug designs such as Kilim weaves; animal prints in black and white, geometric shapes - nothing too bold, mud cloth with cotton backing; indigo batik or tie dye in simple shapes and patterns.

Popular Sizes: Square: 16”; 18”; 20”; 24”. Boudoir: 12x16”. Lumbar: 16x26”.

6 Lamps & Decorative Lighting - A great design element in any room incorporating a variety of materials. Use wood, stone, glass, sturdy grass, or plant materials to enhance design elements for the lamp base and textiles such as linen, raw silk and other natural fibers for the shade cover.

7 Popular Decorative Table Top Items - Pottery, baskets, serving dishes, plant holders, vases. Popular materials include; wood, natural fibers, pewter, and clay. Colored and natural coiled bamboo continues to be a strong influence in 2008.

8 Glass wears - recycled glass wear in contemporary color palates for drinking glasses, vases, pitchers, and wine canters. Green recycled glass is a new color choice that is popular in 2008.

9 Pottery - Geometric shapes in a neutral palate are fashionable decorative items for 2008. Bold is beautiful - use functional pottery items in traditional designs.

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10 Photo Frames and Albums - Albums and frames make beautiful gift and decorating items when produced using materials such as wood, bamboo, plant fibers, recycled products, and even textiles. Using traditional textiles with other materials makes great album covers, or decorative elements on fabric or wood frames. Keep it minimal for maximum effect. North Americans love to personalize their memories with products that remind them of where they traveled and who they met or traveled with; frames and albums are great keepsakes.

Photo album sizes include: Small - 5x6.5” Medium - 8x10” Large - 8.27”x11.69” (A4 paper size)

11 Candleholders - Candles remain a great decorative item for 2008. Designers are enhancing fireplaces and bookshelves with decorative candleholders and candles to create ambiance and texture to rooms. They also make great gifts. Popular materials for candleholders include: stained woods (natural or colored), metal, pewter, and fired clay. Try using reclaimed woods or recycled materials to enhance uniqueness.

12 Baskets - Woven materials with wooden handles are popular for 2008. With home organization becoming a fast growing industry in North America, baskets in all shapes and sizes are now incorporated into design elements for function and visual aesthetic. Combination materials are hot trends for 2008.

Hot for 2008Y Palm leaf baskets in black and white - neutral - or seasonal color palateY Rattan - strong and durableY SeagrassY Recycled PaperY Telephone Wire

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Gift Items >13 handmade soaps14 Candles15 Jewelry Boxes16 Key Chains17 Coin Purses

Fashion Accessories >18 Bags - Totes and clutch evening bags continue to be trendy in 2008. Top fashion

designers are highlighting Tribal Clutches for the upcoming season in fun, bold, contemporary ways. Be creative and use combination textiles and natural fibers for maximum effect. For example, use traditional textiles with raw silk interior detailing, leather, wood, or palm leaf handles, and perhaps coconut, mother of pearl, or beads for exterior detailing. Try to avoid using the same textile for the whole product. This will ensure a more contemporary edge. Y Interior pockets for cell phones and personal items

are still a must for all bags.Y Key chain attachments on bags are also very desirable.

19 Beach bags - Are still popular for 2008 and are ideal for natural fiber materials that require less maintenance. It must be big enough to fit a couple of beach towels and easy to throw over one’s shoulder.

20 Coin Purses and Cosmetic Bags - Women love cosmetic bags - something bright and colorful, small and compact that will fit in a standard sized handbag. Coin purses are great gift purchases and very popular among travelers and youth.

21 Scarves - Are still a big fashion trend for 2008. Think wraps and scarves made out of raw silk, wool, cotton, bamboo and combination textiles in modern colors.

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21 Jewelry - Big, Bold, and Beautiful Y Earrings - Bold colors, big and chunky, dangle and big clips.Y Materials - Woods, shells, bone, nuts, silver, gold, mixed metals,

turquoise and coral are big this spring and summer. Multiple stones, recycled glass, unpolished stones, and faceted polished stones are also popular.

Y Colors - Coral, turquoise, mixed metals, amethyst, reds, yellows, greens, chocolate brown, smoky topaz.

Y Necklaces - Large bead necklaces made out of a variety of materials. Fashionable for 2008 are coral, turquoise and a combination of the two. Gold or silver mixed with wood and natural materials, chunky, long or multiple strands with decorative, organic and geometric shapes are popular.

Clothing >Clothing trends can be hard for artisans to tap into, as they change more rapidly than other products. However, 2008 forecasts a focus on traditional prints and textiles such as Ikat and mud cloth combined with natural linen, organic cotton or silk with segments; a trend that invites the traditional designs of many producers. Capitalizing on these trends also can be a great way to revamp traditional ethnic textiles with contemporary fashion.

Great materials to incorporate into 2008 fashion:Y Natural LinenY Raw SilkY BambooY Organic CottonY Mud ClothY IkatY Tie Dye

Textiles >Textiles have a long, traditional history around the world, combining design with function and ranging from heavy rugs to finely woven blankets or clothing. Textiles offer a wonderful way to incorporate traditional artisan work that is tactile and functional for decorative items in the home. These decorative items include fashion accessories, bed covers, wall art, or even product packaging.



Hot Textile Designs for 2008 include:Y IkatY Mud ClothY Kilim RugsY Tie DyeY Batik

Stationary And Paper Goods >Paper production is a huge industry in North America, influenced by home and decorating television programs, books, magazines and paper supply stores. Paper supply stores are great trend indicators, as they feature what the popular color combinations are for the season. Blue and brown were popular color combos in 2007 for stationary and shimmering gold and silver tones were great wedding invitation color choices. For spring 2008, the trend is a combination of green and brown, reds with shimmering gold, or silver and purples. However, color palates highlight seasonal changes. For example, cool tones and floral accents work best in the spring and summer, while warm rich colors generally compliment the fall and winter seasons.

Paper stores are also revitalizing textile elements into their paper products by using distinctive traditional prints and colors for wrapping paper and decorative trim. The Paper Source retail chain now carries large selections of paper prints from Japan, India, Africa, and Europe.

In addition to being an indicator for colors and print trends, paper products—including stationary, book marks and wrapping paper, to name a few—offer a potential niche market to break into.

Potential paper products to develop include:Y Note cards and envelopesY Writing stationaryY Box card sets – Quantity of 10-20 cards in each boxY Photo albums or scrap book albumsY Wrapping paperY Packaging Y Business cardsY Guest BooksY InvitationsY Book Marks

Remember: Paper products are a great way to use natural fibers and recycled goods. In India, elephant dung is being used to make paper, which is a terrific way to incorporate the recycling movement.



Functional Art >Functional Art has become a leading seller in handicraft markets over the years and will likely grow in 2008/2009. Consumers love artistic pieces that incorporate everyday function. For example, Carrol Boyes from South Africa designs functional art such as cheese knives, bowls, and cheese graters, out of pewter and stainless steel. Her line caters to the gift buyer who loves the combination of art and function. For more information on her line visit www.carrolboyes.com.

Gadget Accessories >In today’s market, consumers are always looking for the latest trends that can accessorize their modern gadgets. Designing something fun and inexpensive, with a little pizzazz is an easy way to tap into modern accessory markets with traditional handicraft motifs. However, one potential obstacle for global artisans to be conscious of is the precision needed in creating the right size of the accessories in order to fit a diverse range of gadgets.

Examples of hot gadget accessories for 2008:

Y I-pod coversY Passport casesY Luggage tags Y Business card holdersY Laptop bagsY Digital camera bagsY Yoga bags


v. Product Materials For 2008

N atural and recycled or reclaimed materials are very popular for 2008. Below are samples of materials and their potential use. Don’t forget that combination materials are popular this year.

Material Great for: Recyclable Eco friendly materials with minimal processing

Bamboo Decorative itemsFurnitureFabric - such as towels, sheets, scarves and clothing

Yes Yes

Palm trees BasketsPackagingMatsBags

Yes Yes

Seagrass MatsBagsPackaging

Yes Yes

Rattan Furniture & home decor Yes Yes

Mango trees FurnitureDecorative items

Yes Yes

Paper PackagingStationaryBagsJewelry

Yes No

Glass Decorative table top itemsDrinking vesselsJewelry

Yes No

Coconut Detailing for bags, throw pillows, jewelry and clothing

Yes Yes

Linen Pillows, clothing, bags, lamp shades, stationary

Yes Yes

Cotton ClothingBagsFurniture coveringsSheets

Yes Yes

Wool Hats, gloves, scarvesClothing, jacketsThrow rugsBags

Yes Yes

v. Product Materials for 2008


Material Great for: Recyclable Eco friendly materials with minimal processing

Straw PlacematsBags & accessoriesHatsFurniture

Yes Yes

Mother of pearl Buttons, jewelry, clasps, decorative items

Yes Yes

Wicker FurnitureBaskets

Yes Yes

Hemp ClothingFurnitureBags & accessories

Yes Yes

Cork Home décorDecorative items

Yes Yes

Animal dung Paper products Yes Yes

Tin cans Art, decorative itemsJewelry

Yes No

Plastic bags ArtBagsBaskets decorative items

Yes No

Machine parts Jewelry Decorative accessories

Yes No

Telephone wire BasketsDecorative items

Yes No

Car tires ArtDecorative items

Yes No


vi. Packaging and Hangtags

Packing For Export >

P ackaging your product to prepare it for export can be costly. One way to lower packaging costs is to use recycled local products such as newspaper and cardboard boxes. Another way is to form a cooperative group that can

buy packing and shipping materials in large quantities for lower prices. There is benefit for multiple parties, as producers have access to expensive materials such as labels, bags, hangtags, brochures, and packing tape, and cooperatives are earning profit by buying in bulk and selling at retail prices.

Product Display Packaging >The type of packaging you use depends on the product you are marketing. If a product is small and likely to be sold on a store shelf, then enhancing it with great packaging can give a lasting impression and increase its value. If your product is large, colorful and speaks for itself, intricate packaging might not be as necessary.

Types of crafts that could benefit from great packaging:Y JewelryY CandlesY SoapY TowelsY Small home décor items

Potential Packaging Materials:Y Woven BasketsY Cloth Bags

Hangtags >In the handicraft industry where products are less likely to be mass-produced, consumers and retailers prefer stories to be told about where, who, and how the product was made. This information can easily translate onto a hangtag biography that can be attached to your product. Do not leave your story to be told by the retailer, as it can easily get lost in translation and vital information could end up misinterpreted. Be sure to highlight what is important, different and interesting about your product and summarize this on your hangtag. Hangtags also enhance your product value and can be a terrific way to incorporate recycled or sustainable materials.


vi. Packaging and Hangtags

Important information to provide on a hangtag:Y If the item is a textile of any kind such as clothing, scarves, or throw pillows, you

must write the fabric content and component (for example, 100% recycled linen). Y Include care instructions; if the product can be laundered, explain how. Y Who made this product? Was it an individual artist, a cooperative, or a family?

Did this product come from an area that has endured conflict or extreme poverty? Consumers particularly like to know the artisan’s story so they can share it with admirers.

Y If the product was made by a sustainable material, highlight this aspect of the product.

Y Noting that your product is handmade is a bonus selling point.

Materials that make great tags can include:Y RaffiaY Recycled paperY BambooY Recycled glassY StringY Organic cottonY Raw linen or silk Y Recycled copper or tin

If artisans cannot access or afford sustainable or organic materials for their handcrafts, they should try using the above materials for their tags or packaging. Hangtags should ideally be no larger than the product, with a maximum size of 4”x4”; multiple pages are fine.


vii. Marketing and Product Development

How Consumers Assess Products:

Price > Trend Factor > Quality > Fair Trade

Current trend reports are now indicating that consumers shop by ranking products in the above order before purchasing. Considering this when developing new products will allow artisans and/or their sellers to improve their marketing tools and strategies.

Price - Research similar products in the marketplace and decide what a fair price point is, taking into consideration your labor, direct and indirect costs. Keep in mind where you will be selling your product, as this will influence the price. Underpricing or overpricing can lead to failure in the marketplace. Remember the retail value is typically a 110-150% markup of the wholesale price.Trend Factor - Retailers and consumers consider the fashion or trend value of a product and will use this indicator in their buying decisions. Make sure that the style is appealing to retailers and ultimately, their consumers in order to effectively market your product. Quality - It is important to maintain a standard of quality goods to ensure your product can withstand shipping, shelf life and handling, depending on use. Fair Trade - Socially conscious consumers are now more than ever looking to purchase products that are fairly traded, which means that the artisan receives a fair price for the product they have created. Receiving a fair trade certification from the Fair Trade Federation will allow your company to market directly to this niche consumer base.

Marketing Tips >Y Knowing who your customer is, where they shop and for what purpose can add

valuable marketing benefits before and during production.Y Research the age range of your target audience. Are they teenagers, young

professionals, or baby boomers? Assessing demographics will help you determine price, quantity, or trend factor.

Y Expand the marketing prospects of your products. With global access to all kinds of shipping and purchasing tools, opening doors to markets less saturated with your regional products can enhance sales. For example – expanding the Latin American and African market to Europe and Australia, the Latin American market to Africa, the Asian market to North America, and so on.

Y Cooperatives can benefit artisans immensely with low overhead costs and group support. They can also be a great way to pool products from various regions of a country to improve access to the tourist market.

Y Contacts are essential. Making contacts in the wholesale and retail world will ensure greater exposure when trying to market your product.

vii. Marketing and Product Development


Vendor Purchasing >Be seen and be heard: Hints on where your handicrafts are most often seen by vendors and consumers:

Y Craft showsY Museum storesY GalleriesY Trade showsY Fair trade catalogs and internet sitesY AirportsY Tourist marketsY Tourist pamphlets and magazinesY Hotel guidesY Television – With do-it-yourself television shows, such as Home and Garden

Television (HGTV), the North American market gains valuable home improvement and trend ideas. Contact these shows and see if you can get your product placed in a show, even if it is just a background element, it is amazing how it can shine in a finished and furnished room, especially with the current emphasis on lifestyle trends.

Y Magazines - Fashion and interior design magazines photograph beautiful clothing and home decorations. If you can get them to feature your product, you will reach a high-end market, and may even tap into a higher price range.

Y The Internet continues to be a strong marketing tool in the global market. If you are unable to maintain your own website, try asking others to show your product or advertise on larger websites for maximum visibility.

Helpful Hints >What to watch out for:With the world focusing their attention on current and future global environmental concerns and Green issues, the consumer market is also reflecting these sentiments. As a result, when advising on product development or purchasing handicrafts, it is imperative that materials used are not from endangered species, such as ivory or coral, nor illegal sources such as rainforest wood. While they may be popular fashion items at the moment, handicraft consumers purchase with a conscious mind. If there is a demand in your market for harmful items such as ivory or coral, there is potential for producers to use faux materials. For example, to imitate ivory, artisans are using cow bones that are left over once the meat is eaten, or the Tagua nut which is very popular in South American countries. Harmful materials can also have a negative long term impact on the handicraft market due to the depletion of natural resources and the negative image it will bring to the market as a whole.


viii. Appendix

Glossary of Terms >Batik - A process using wax to create boundaries for design on fabric; often used in Indonesian textiles

Ikat - Is a style of weaving that uses a resist dyeing process similar to tie-dye on either the warp or weft before the threads are woven to create a pattern or design. A double Ikat is when both the warp and the weft are tie-dyed before weaving.

Kilim 1 - A style of weaving, often wool, that is two sided and flat woven.

Indigo 2 - Traditionally, indigo dye was abstracted from a variety of plant species to create the deep blue color we now identify in denim. Today, most indigo is comprised of synthetic and plant substances but the color intensity is very comparable.

Tie Dye 3 - Tying fabric into various shapes using string or bands, then dipped into dye. What remains untouched by the dye creates unique patterns on the fabric. A tradition used in northern Nigeria for centuries using large dye pits in the ground.

Mud Cloth 4 - A traditional cotton cloth dipped in a plant and mud-like solution to create patterns after waiting a year to dye. Originated by the Bamana women in Mali and referred to as bogolanfini, meaning mud cloth, in their native language.

Reference and Resource Guide >StationaryThe Paper Sourcewww.paper-source.com

Color TrendsPantonewww.pantone.com

Benjamin Moore Paintswww.benjaminmoore.com

4

1

2

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viii. Appendix

TextilesThe Textile Museumwww.textilemuseum.com

Fashion TrendsUrban Outfitterswww.urbanoutfitters.com

Harper’s Bazaar Magazinewww.harpersbazaar.com

home DécorCrate & Barrelwww.crateandbarrel.com/trends/

Trend IndicatorsTrend Watchingwww.trendwatching.com

Trendease Internationalwww.trendease.com

Functional ArtCarrol Boyeswww.carrolboyes.com

Photo Credits >Front Cover (left to right): Batiked Wooden Trays by artisan group in Apikri, Indonesia,

courtesy of Ten Thousand Villages (Photo by Sarah F. Simpson); Butterfly Overlapping Leaves and Shell pillows, courtesy of Pottery Barn; Candleholders from Indonesia Courtesy of Sarah F. Simpson (photo by Sarah F. Simpson); Rugs courtesy of Ten Thousand Villages (photo by Sarah F. Simpson).

Page 2: Bamboo Furniture by Viet House Bamboo, Vietnam, courtesy of Ten Thousand Villages (photo by Sarah F. Simpson)

Page 3 (left to right): Red coiled bamboo bowl by artisan group in Mai Vietnamese handicrafts, Vietnam, Courtesy of Ten Thousand Villages (photo by Sarah F. Simpson); Photo Albums made from banana leaf, recycled paper and wood in Thailand, courtesy of Sarah F. Simpson. (photo by Sarah F. Simpson); Coconut Shell


viii. Appendix

purse hand sewn by Apikri artisan group, Indonesia. Courtesy of Ten Thousand Villages. (photo by Sarah F. Simpson).

Page 4 (from top): Red coiled bamboo bowl by artisan group in Mai Vietnamese handicrafts, Vietnam, Courtesy of Ten Thousand Villages (photo by Sarah F. Simpson); Woven Basket with wooden handles, courtesy of World Market, Cost Plus & Sarah F. Simpson. (photograph by Sarah F. Simpson)

Page 6 (from top): Hand woven grass placemat by the Prokritee Artisan group in Bangladesh, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Blue Pottery by Viet Lam Co., LTD, Vietnam, courtesy of Ten Thousand Villages (photo by Sarah F. Simpson); Coiled Bamboo Bowl with Discs, handmade by Mai Vietnamese handicrafts, Vietnam, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Contemporary Design Lamp with brushed steel base and linen shade, courtesy of Sarah F. Simpson. (photograph by Sarah F. Simpson)

Page 7 (from top): Floral pillow courtesy of Ten Thousand Villages; Silk embroidered purse made in Vietnam, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson)

Page 8: Textured Pillow Covers courtesy of Pottery BarnPage 9: Color samples courtesy of Pantone; Product Photos (clockwise from top left):

Red coiled bamboo bowl by artisan group in Mai Vietnamese handicrafts, Vietnam, Courtesy of Ten Thousand Villages (photo by Sarah F. Simpson); Scrapbook made from recycled paper, fabric, bark and rope, handmade in Bangladesh, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Indian Jewelry box and Guatemalan coin purse, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Huipil Textile from Mexico, courtesy of The Phoenix (photograph by Sarah F. Simpson); Silk Shawls from Thailand, courtesy of The Phoenix (photograph by Sarah F. Simpson);

Page 11 (left to right): Butterfly Overlapping Leaves and Shell pillows, courtesy of Pottery Barn; Ceramic Vase and Teacup hand crafted in Peru by the Allpa Artisan group, Red ceramic bead necklace from the Jacaranda Workshop, Kenya; Coral and recycled glass earrings and Bone Disk earrings by Trinity Jewelry, Kenya, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson)

Page 12 (clockwise from top): Round grass placemats handmade in Indonesia, courtesy of Sarah F. Simpson. (photograph by Sarah F. Simpson); Tribal Cotton Mats, courtesy of Pottery Barn; Beaded Napkin Rings from India, courtesy of Sarah F. Simpson. (Photograph by Sarah F. Simpson)

Page 13 (clockwise from top): Kilim & Kuba Pillow Covers, courtesy of Pottery Barn; Glazed ceramic lamp base handmade in the workshop of Paula Gutierrez, San Juan de Oriente, Nicaragua, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Engraved Terra Cotta leaf design lamp handmade by the Proexport


Artisan group in Nicaragua, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Decorative glass in contemporary colors (photograph by Sarah F. Simpson); Chulucanas Cylinder Vase handmade by Allpa artisan group in Peru, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Coiled Red Bamboo by artisan group Mai Vietnamese handicrafts, Vietnam, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Blue Pottery by Viet Lam Co., LTD, Vietnam, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson)

Page 14 (clockwise from top right): Scrapbook made from recycled paper, fabric, bark and rope, handmade in Bangladesh, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Candleholders Courtesy of Sarah F. Simpson; Blue Basket or Blue Pottery; Photo Albums made from banana leaf, recycled paper and wood in Thailand, courtesy of Sarah F. Simpson. (photo by Sarah F. Simpson); Three-piece fabric hanging photo frame courtesy of Ten Thousand Villages (photo by Sarah F. Simpson).

Page 15 (clockwise from top right): Beaded Flower Coin Purse made by artisan group Tara Projects, Delhi, India, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Horn Purse made of Water buffalo horn and satin lining by Craft Link, Vietnam, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Beaded coin purse by Tara Projects, India, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Mirrored coin purse by Tara Projects, India, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Handcrafted silk shawl by textile designer Carol Cassidy, Vietiane, Laos; Handmade leather wallet with Aboriginal Art design by the Iwantja Arts community, South Australia, distributed by www.ozaboriginal.com.au (photograph by Sarah F. Simpson); Woven Rattan Purse by Phontong Handicrafts Cooperative, Laos, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Natural Soap Gift Package with lofa mit and pumice stone, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Handmade Taper Candles, India, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson).

Page 16 (clockwise from top right): Bead bracelets handcrafted by Archana Artisan group, India, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Colored Capiz Shell earrings by Saffi Handicrafts, Philippines, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Authentic Kilim Pillowcases courtesy of Pottery Barn; Flower jewelry by Tara Projects, India, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Red ceramic disc necklace handmade by the Jacaranda Workshop, Nairobi, Kenya, courtesy of Ten Thousand Villages (photograph by Sarah F. Simpson); Tagua Nut necklace by Cristina Santos, Columbia (photograph by Sarah F. Simpson).

viii. Appendix


Page 17: Batik Flower Cards on handmade paper, by Grassroots HQ Co., LTD Thailand - courtesy of Ten Thousand Villages; Photo by Sarah F. Simpson; cards courtesy of Ten Thousand Villages

Page 18: left to right) I-pod covers courtesy of Pink Flamingo Swizzle Stick; Jute & Canvas Tote bag by Saidpur Enterprises in Bangladesh, courtesy of Ten

Thousand Villages (photograph by Sarah F. Simpson).Page 21 (left to right): Vegtable Soaps by Palam Rural Centre, India, Courtesy of Ten

Thousand Villages, Photo by Sarah F. Simpson, Body Care Kit by Palam Rural Centre, India, courtesy of Ten Thousand Villages, Photo by Sarah F. Simpson)

Page 22 (top to bottom): Andes Gifts Baby Booties handmade in Bolivia, courtesy of www.andesgifts.com (photograph by Sarah F. Simpson); Hand tag from Andes Gifts, Bolivia.

Page 25 (top to bottom): Authentic Kilim Pillowcases courtesy of Pottery Barn; Indigo Pillow courtesy of Pottery Barn; Handmade Indigo Tie & Dye cloth, Kano, Nigeria. Courtesy of Sarah F. Simpson no picture source; Mud Cloth Pillow, cloth made in Mali, pillow made in South Africa (product courtesy of and photograph by Sarah F. Simpson)

Works Cited >

Accessories Magazine Vol 109. No 2. January 15, 2008 “Accessories Trend Forecasting fall/winter 2008” Vol. 109, No1. “2007 Annual Accessories Census Report”

harper’s Bazaar Magazine January 2008 “Fashion Preview” www.harpersbazaar.com

JQ 1.08 - The International Jewelry Quarum Magazine Issue January/February 2008 www.JQIntl.com

Marie Claire Magazine Vol 15. Issue 02. February 2008

Trend watching www.trendwatching.com

Trendease www.trendease.com

Futurist www.wfs.org/futurist.htm

viii. Appendix

International

A Member of the CHF InternationalGroup of Development Enterprises

International


International

A Department of the CHF InternationalGroup of Development Enterprises

International


International


International


International


International


The Crafts Center at CHF International8601 Georgia Avenue, Suite 800Silver Spring, MD 20910 USA Tel: (+1) 301-587-4700Fax: (+1) 301-587-7315Email: [email protected] www.craftscenter.org

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