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60 Seconds with…. Michael Lane
Listed under: Interviews
Published: Tuesday, March 27, 2007
Michael Lane, marketing consultant for Groves + Banks, speaks about the evolving craft market
How did you become involved in the craft industry?
Following some years teaching, I established a small design company with my wife, Anne. When this became too big for us to manage ourselves we decided to work with Groves + Banks, and I took charge of the manufacturing and marketing.
What does your role bring to the market?
I am constantly sourcing, developing and introducing new ranges, crafts and suppliers to the UK market. One of the key strengths of Groves + Banks is its excellent product lines, unrivalled service and supply levels, and an award-winning website.
What are the best aspects of your job?
Undoubtedly, the most rewarding aspect is seeing the germ of a product idea developing over time to become an important part of the UK market. We have done this recently with both the Craft Factory and Popcorn ranges. The most challenging aspect is making sure the product ideas are going to work!
How do you view the market at present?
The craft industry, although still buoyant in many ways, is looking around for the next 'big thing', now that paper craft and knitting have both reached their peak. This is an exciting time as we all try to anticipate just what is going to succeed.
What do you predict are the upcoming trends?
We monitor trends through trade and consumer magazines from the UK and beyond, crafting websites worldwide and by talking to consumers and retailers regularly.
For many years, the crafting industry has flared for a year or two with 'fads and fancies' but it has always remained fundamentally based on a few core crafts which have taken their turn to be popular, with cyclical demand pushing one to the top at the expense of others. I suspect it's time for needlecraft to make a comeback now!
Following some years teaching, I established a small design company with my wife, Anne. When this became too big for us to manage ourselves we decided to work with Groves + Banks, and I took charge of the manufacturing and marketing.
What does your role bring to the market?
I am constantly sourcing, developing and introducing new ranges, crafts and suppliers to the UK market. One of the key strengths of Groves + Banks is its excellent product lines, unrivalled service and supply levels, and an award-winning website.
What are the best aspects of your job?
Undoubtedly, the most rewarding aspect is seeing the germ of a product idea developing over time to become an important part of the UK market. We have done this recently with both the Craft Factory and Popcorn ranges. The most challenging aspect is making sure the product ideas are going to work!
How do you view the market at present?
The craft industry, although still buoyant in many ways, is looking around for the next 'big thing', now that paper craft and knitting have both reached their peak. This is an exciting time as we all try to anticipate just what is going to succeed.
What do you predict are the upcoming trends?
We monitor trends through trade and consumer magazines from the UK and beyond, crafting websites worldwide and by talking to consumers and retailers regularly.
For many years, the crafting industry has flared for a year or two with 'fads and fancies' but it has always remained fundamentally based on a few core crafts which have taken their turn to be popular, with cyclical demand pushing one to the top at the expense of others. I suspect it's time for needlecraft to make a comeback now!
