Making it to Market

Yesterday my inbox received a message about a new Publication: ‘Making it to Market: Developing the market for contemporary craft’ from a Visual Arts Officer with the Art Council England:

“This report represents the findings of a two-year-long research programme by Morris Hargreaves McIntyre into the market for craft, with a specific focus on contemporary fine craft. It was the first such study of the craft market to be undertaken in England and was commissioned by Arts Council England.

The research explores the extent to which people in England wish to buy original craft objects. The statistics are based on data derived from a population survey, with a representative sample of 7,241 adults aged 16 and over living in England, and on qualitative research with 150 people.

The report:
o analyses the factors that constrain the market for contemporary craft
o identifies substantially more potential demand for contemporary fine craft than is thought to exist
o recommends how the market for contemporary fine craft might be developed.

The full Making it to Market report is only available online.”

With interest I downloaded this, as sometimes what I do comes under the craft heading – my handmade greetings for example, and I do exhibit my prints & cards at Craft shows.

The interesting points for me are:

• The report found that there are 7.3 million people who would consider buying cutting edge work, or contemporary fine craft, 2.5 million have not so far bought. That’s a huge potential market.
• Sales are constrained by the lack of high quality distribution network, both in London and the regions. In fact most people buy direct from the designer-maker, which some dealers and Gallery owners dislike. However the report does acknowledge that Craft Fairs are a vital route to market for designers – makers which, ironically, are usually how a designer maker sells their work direct to the buyers, before they attract a dealer or gallery – if ever. Buyers too like the experience of buying direct. Net result? A much undeveloped contemporary fine craft dealer sector.
• Buyers also comment on the image of craft as an ‘amateur’ activity as holding the sector back. Price is another factor – these are essentially luxury goods, but without the brand awareness needed to command higher prices.
• The report talks about “Cultivating the desire to buy?” and goes on to say “While there is a substantial potential market, the research shows that there is little drive to buy. Potential buyers put out excuses – money, lifestyle, life-stage, and more – for not buying. To them craft lacks a symbolic aspirational quality.”
• So basically we have a sector with a large target market, but a poor image and little or no brand awareness to increase the desire to buy. And the problem isn’t an ignorant public, lacking taste and confidence, the research found no evidence of this. It’s our own practices and supply methods.

In summary the report concludes that there should be:

• A stronger role for public galleries and public collections
• Clear distinction between amateur and professional craft, through positioning and branding.
• More, high quality retail outlets
• Strong and effective marketing message
• Reasonable and realistic competitive pricing
• Efficient distribution chain
• Efficient mechanisms for producers to introduce their work to retailers
• Mechanisms for encouraging and rewarding high quality production
• Distribution and selling incorporates fine craft and design
• Image building and awareness raising.

So, not much to do then? Not!

I hope the Arts Council take on board some of the findings and take action. Otherwise the number of people motivated to create will substantially reduce. Not that we’ll know what we are missing, but that’s not the point!
 

May 23rd, 2006