Time to Get Voting! Anthea Turner is Officially the Face of Create and Craft Woolfest Gets Bigger and Better British Library Creative Bonanza Talent Galore at the Quilt Fair It’s Showtime Trend Watch 2012 Cool Tools Last-minute high street boom? Fashionable Theme for Stationery Show 2012 Cbeebies Mister Maker Set for Hobbycraft Appearances Knitters Create Giant Woolly Christmas Tree New show for Dawn Bibby Crafts Council Celebrates 40 Years Investing in a Positive Future for Creative Industries Sknitch at The Clothes Show Live Proves a Hit Charity Shop With a Touch of Craft The Knitting and Stitching Show Proves a Success New Look for Creative Crafts Show Appeal Saves Knitting Club Craft Club Needs You Kirstie Allsopp Teams Up with B&Q Royal Beading 63% of Shoppers Plan to Spend More This Christmas Grannies For Hire! Britney Spears is Sewing’s Latest Fan 43% of Women are Getting Crafty this Christmas Knitting Sees a Surge of Male Customers ITV’s Daybreak Launches Art Stars Competition Prison Embroidery: On TV Tonight Hobbycraft Launches Kids’ Parties Seven New Hobbycraft Stores to Open Lace, Knitwear and Crochet Lead the Pack at London Fashion Week Top Five Home Décor Trends John Lewis Launches £23million Marketing Push Sweat Shop Sewing Cafe hits Selfridges Lily Allen Turns Homemaker What does Westfield mean for Indies? Craft Club Calls for Volunteers Retailers Take Craft to the Southbank! John Lewis Celebrates Wool Week QVC: Britain Gets Even More Crafty Another Opening in Sewing Cafe Boom Kanban Saved from Administration Hobbycraft 4th New-Look Store Opens Hobbycraft’s Doors Smashed by Rioters London Riots: Retailers React New Exhibition Celebrates Modern Wool Knitting Just Keeps Getting Cooler Hobbycraft Announces 18% Rise in Earnings BBC’s The Office Actress Launches Wheelchair-friendly Crafting Centre Knitting Project Prepares for Queens Diamond Jubilee The Internet is Helping the High Street Art & Craft Books saw the Biggest Growth in 2010 Julia Roberts - Knitting’s Latest Die-Hard Fan Key Home Decor Trends Identified Knitting Takes One Million Hits a Month Creative Stitches & Hobbycrafts Back and Better than Ever! Pottery Factory is Saved to Preserve Craft Skills Dressmaker Urges Younger Generation to Get Involved Shoppers Still After a Bargain Cross-Stitch Officially Cool STAEDTLER Launches Competition Worldwide Knit in Public Day: Stitch London Plans Crawl The Quilters’ Guild Needs your Votes Sizzix’s Top Five Trend Predictions Dawn Bibby Defects to Create & Craft TV Sewing Cafe Craze Continues HobbyCraft’s 52nd Store Opens Today Hooray for Craft Retailers as the Price of Cotton decreases Pupils Get in the Spirit for Easter Craft Ribbons Create a Stir Crafting launches into mainstream music festivals UK Stationary Showcase Proves a Success The Festival of Quilts Returns for Eighth Year in 2011 Craft Council Aim for 600 New Craft Clubs by 2012 The Changing Face of eBay The Knitting Craze Continues Create & Craft TV’s Empire Rapidly Expanding Aardvark Yarn Hits UK Market BBC Focus on craft industry cotton prices Knitters Raise Almost 5,000 pounds for Red Nose Day Retailers Win 1,000 pounds at Craft, Hobby + Stitch Search Press Scoop the Top Gong at IPA Awards Autumn Fair to include new Hobby & Craft sector Patch Fabrics Moves onto the High Street Mystery Knitter identity revealed Invest in Video Content For Your Website Woolies Joins Forces with Stephanie Weightman and Launches into Arts & Crafts Workshops PR Exercises, not Money-Making Ventures Valley of the Dolls Going Solo Lessons to be Learnt Popular Trade Show Expands into Crafts Oscar Winning Actress Endorses Sewing Crafts Beautiful and Let’s Make Cards! 2010 Awards: The Results Are In! Knitting Sales Soar! Special Report: Creativeworld 2011 Knitting Sales Grow Thanks to Hollywood Star The Year of the Hat
451
Let’s Get Ready to Rumble
by Golnaz Alibagi
Listed under: One Voice
Published: Saturday, January 31, 2009
With Britain officially in recession, it's time for the gloves to come off and the battle to begin. Steve Fothergill, head of sewing and embroidery solutions at Brother UK, gives his take on how businesses can survive the year ahead
How do you think the market is performing in the current economic climate?
The craft industry is proving fairly resilient and there are positive signs that the industry will continue to perform well. Our sales show a continued demand for machines at all price levels, which is very encouraging to see as it suggests interest in this area remains high. The recent ‘make do and mend’ boom in the media has also helped, as it has introduced crafts to a completely new audience. This is something retailers will need to capitalise on over the next year.

What are your top tips for retailers looking for ways to survive the recession?
Make sure your business is as streamlined as possible, ensuring every penny spent on marketing works as effectively as possible for you and delivers maximum returns. Work closely with your vendor partners to find out what they’re offering in terms of promotional support – after all, you’re aiming towards the same goal so it makes sense to work together on marketing strategies.
Retailers may be tempted to look at widening their range of products to attract new customers and, if this is something you’re considering, it’s important to do your research before committing to a major investment.

How can indie retailers compete with the massive sales thrown by the large multiples ?
In-depth knowledge of customers and products is what sets you apart from non-specialist retailers, so use this to your advantage. Make sure you are always on hand to advise newcomers about some of the useful materials they might need, as well as taking the time to introduce more experienced crafters to any new or challenging products that come your way. Consider ways you can share your knowledge with the local community; in-store demonstrations and anything that will get people crafting are a great way of driving interest and sales.

What are your predictions for the year ahead?
Judging by our experience over the past few months, we believe crafts will continue to do well over the next year. Embellishment, customisation and personalisation will be the buzzwords in 2009, with people looking for new ways to revamp and renew the materials in their homes.

What are the biggest mistakes retailers can make during this time?
The worst thing a retailer can do is panic and put in place new sales strategies which haven’t been properly thought through. There is plenty of help available from vendors to support marketing activities – either through promotions, exclusive offers or seasonal campaigns. Retailers should use resources like these to help maximise their communication with customers throughout the year.

How long do you think the recession will last and when do you think the situation will begin to improve?
No one can predict the end of the current economic climate, however there seems to be a general consensus that the rest of 2009 will prove exceedingly difficult. All retailers can do is continue working hard to ensure their businesses remain as strong as they can possibly be.


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