Ahead of the Curve: Trends for Today

The Arts Business Institute 2009

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When to Jump

• Timing• Audience• Demographics• Psychographics

No Yes

Where does it go?• Shelf• Table• Pedestal• Floor• Kitchen

Counter• Bath Counter• Cabinet

Fad, Fashion or Trend?

Fads Defined

• Temporary

• Product Specific

• Design

Who Collects?

Why Do They Collect?

• Woodstock• Individualism• Social

Values• Identity• Education

Collector Statistics

• HHI 300,000+• Home 500,000+• Multiple Home owners• 70% Masters Degree• Gardening Interest• Philanthropic• Museum Members• Travel• Culture Vultures

What is American Style?

• Traditional• Contemporary• Transitional• High Energy• High Color• Enthusiasm

Economic Trends

• Supply/Demand• Wealth Trends• New Home

Starts• DIY• Credit vs Debt• Recessions

Future Predictions

1) Art Branding

2) Generational Transition

3) Collector Club Growth

4) Artist Owned Galleries

& Public Studios

Our Slice of the Pie

Design for….

2% of the population.

the well-educated, well-traveled and well-heeled.

They want things that are unique and different.

Where Trends Begin

• Movies

• Television

• Fashion to Décor

• Museum blockbusters

Marketing Trends

• Target new audiences.

• Develop multiple personalities.

• Segment your market.

• Manage info well.

• Educate. Inform.

Adding Value

• Spiritual • Message • Maker• Material • Function• Rarity• Originality

The Gift Marketplace…

Under $25,Under 25 yearsGlobal market95% ImportsKnock-OffsReps vs Makers

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The Handmade Gift

• $125 Average Retail • Meaning & Message• Intimate connection• Honoring• Non-Comparable price• Unique• Future Heirloom• Personally selected

Gifts to Ourselves… Our Home

• Time• Space• Individuality• Values and

beliefs• Self-

expression

What’s Your Style?

• Culture• Education• Family Background• Your Beliefs• Skills• Message• Regional Style• Life Experiences

The Economics of Xmas

• Oct thru Dec = 40%• 58% of Americans not

cutting back on Xmas.• Sales depend on the

calendar… how many Saturdays between Thanksgiving and Xmas.

• When is Chanukah?• Gift card growth 48B

What’s In…

• 1) Eco Pro-Earth• 2) Family• 3) Sharing Values• 4) Diversity• 5) Individualism• 6) Escapism• 7) Humor• 8) Beauty• 9) Nesting• 10) Patriotism

What’s Out…

• 1) Representational animals.

• 2) Common fruits & vegetables.

• 3) Hobby craft style• 4) Molded collectibles• 5) Generic pets• 6) Any style found at

WalMart or Hallmark.

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Creating Demand / Fill Needs

• Outside the norm• Tribal groups• Artistic• Multi-Cultural• High-Tech talkers• Big Ticket buyers• Squeezed for time

The Studio of the Future

• Production• Limited Edition• One-of-a-Kind• Public• Classroom• Multi-faceted• Multi-Identity

Telling Your Story… …or Pushing Your Brand

• Hang Tags• Studio Blog• Personal

Appearances• Co-op Adv• Trunk Shows• Post Cards• Facebook• Twitter

Craft History

• Post Civil War• Industrial Exchanges• Settlement Houses• Post WW2 - College• Post Vietnam -College• Main Street• 14 Billion Craft Sales• DIY Scene