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Capturing the Young
Listed under: Retail Clinic
Published: Thursday, May 27, 2010
Search Press' Mary Ellingham discusses the importance of tapping into the younger market
Have you seen an increase in the number of younger people taking up crafts?
I have definitely noticed a growing interest in this area, and there has also been a massive rise in the number of crafting websites and blogs targeted at this demographic too, which has inevitably generated more excitement. Parents and, in particular, mums are looking for more creative ways of keeping their youngsters occupied during school holidays and with curriculum’s currently having little or no crafty outlet, people are picking up the gauntlet, and helping to fulfil the need.
Why do you think this is?
Crafting has generally become less old lady-like and more fun and funky, which is in turn attracting and inspiring younger crafters. Designers like Cath Kidston have also helped keep the sector trendy, attracting youthful, fashion-conscious yummy mummies, as well as teenagers and students. The recession has also been a huge factor, and we generally find that difficult economic times tend to make people far more aware of crafting, which is something we have certainly seen over the past year.
Are there any particular areas they are especially interested in?
We have definitely seen a growing interest in sewing over the past few years, and it has been highly publicised in the press that sewing machine sales have been on the rise for some time. There has also been a huge increase in the demand for books relating to this area, which has generated even further interest in the sector.
How can retailers capitalise on the current interest?
It is important to have colourful, eye-catching displays, ensuring you change them frequently and tailor them to any new trends or crazes within the industry.
Do you think this is a trend that is likely to continue?
We certainly hope so!
What advice would you give to businesses hoping to tap into this market?
Be prepared to keep changing and be ready to follow new trends within the sector. It is also vital to keep a close eye on the internet, and be aware of any hot topics on social networking sites like Facebook and YouTube, as this is where most young people congregate and discuss all the latest crazes.
I have definitely noticed a growing interest in this area, and there has also been a massive rise in the number of crafting websites and blogs targeted at this demographic too, which has inevitably generated more excitement. Parents and, in particular, mums are looking for more creative ways of keeping their youngsters occupied during school holidays and with curriculum’s currently having little or no crafty outlet, people are picking up the gauntlet, and helping to fulfil the need.
Why do you think this is?
Crafting has generally become less old lady-like and more fun and funky, which is in turn attracting and inspiring younger crafters. Designers like Cath Kidston have also helped keep the sector trendy, attracting youthful, fashion-conscious yummy mummies, as well as teenagers and students. The recession has also been a huge factor, and we generally find that difficult economic times tend to make people far more aware of crafting, which is something we have certainly seen over the past year.
Are there any particular areas they are especially interested in?
We have definitely seen a growing interest in sewing over the past few years, and it has been highly publicised in the press that sewing machine sales have been on the rise for some time. There has also been a huge increase in the demand for books relating to this area, which has generated even further interest in the sector.
How can retailers capitalise on the current interest?
It is important to have colourful, eye-catching displays, ensuring you change them frequently and tailor them to any new trends or crazes within the industry.
Do you think this is a trend that is likely to continue?
We certainly hope so!
What advice would you give to businesses hoping to tap into this market?
Be prepared to keep changing and be ready to follow new trends within the sector. It is also vital to keep a close eye on the internet, and be aware of any hot topics on social networking sites like Facebook and YouTube, as this is where most young people congregate and discuss all the latest crazes.
