Craft Trends Part Three - The General Marketplace

What Are the Marketing Pros Doing?

Try to discern the coming trends yourself or connect with people who have the knack. My personal craft trend gurus come from my circle of friends.

One in particular was a buyer and designer for a major department store chain before she became decorating editor of Châtelaine, Canada's leading woman's magazine. Trudie always knows what will be hot next season and she's very generous sharing her ideas.

Think you don't know anyone so accomplished or famous? Haven't you heard the six degrees of separation theory? Each one of us is only six acquaintances away from anyone else. It's also called networking; but it's really nothing more than asking friends if they know anyone who ... Try it. It can really help your business and, as a bonus, wonderful friendships may develop!

Subscribe to trendy magazines and craft magazines. This is an incredibly efficient way to stay on top of craft trends if you target a few key publications.

Picking up an occasional copy at the newsstand will yield less information and actually cost you more. This is so because magazines need to deliver readers to their advertisers. Subscriptions are the best way to do this because the number of readers can be predicted well in advance. Many magazines actually price subscriptions below cost.

Choose at least two that will reveal general style trends and three that focus or touch on your chosen media. Magazines are not only trend barometers but also trend setters. Think Martha Stewart Living and Marie Claire. You (as a business person) need to know what they are talking about,

Colors that are on trend are very influenced by the domestic divas. Why should you care? Because following these trends in your work means that it will fit easily in the homes of customers who have been influenced by the mass media and mass merchandising. Pay as much attention to the ads as you do to the editorial content.

I don't think I need to say much about the efficacy of magazines relating to your craft niche: new materials, new techniques, how-tos, what's hot, best supply sources, patterns, and on and on.

I personally subscribe to and can recommend Martha Stewart Living, Marie Claire, Good Housekeeping, Family Circle, Michael's Create, Paper Crafts, Creating Keepsakes and The Crafts Report. Since these subscriptions are business expenses for me, they are tax deductible - a good investment all around.

Craft Trends - Part One: Introduction
Trends come and go. Stay on top of the current trends to keep your craft business sales flourishing.

Barometer One: Your Personal Marketplace
Listen to your customers. They might be leading you to the latest trend.

Barometer Two: The General Marketplace
The general marketplace is where major trends are set. Follow the lead using new styles, colors and techniques in your craft business.

Barometer Three: The Trend Watchers
Watch the watchers. Learn from what they say and do.

Trends to Watch
New trends that might help you create crafts that are in more demand.

Differentiate Your Work
Even if you follow the trends, you work has to stand out to be saleable.