Many craftspeople are convinced there is no money out there , but it still exists and here is a rich pocket who are more than prepared to spend.
Do these people buy art ? Is the Pope Catholic? You bet they buy art . The RA takes 30% commission, back in 2003 they were already making two million pounds from the show. These people buy and buy, they have London flats, country houses and seaside places and in each they want to express their immaculate up to date good taste.
Don’t imagine the rich aren’t still with us, they are still there, a bit more discreet, and so over their bling years. Now they Care. They buy handmade, they buy craft, they have craft every where. And when they havent had time to buy the real thing from an individual maker, they buy it fake from Cath Kidson
They want to play happy families and create idyllic memories. Rock, Southwold, Newport holidayers whose children go to boarding school and are looked after by au pairs. Mothers who work desperately hard to keep it all running and sit in their offices and feel guilty that their families are not being nurtured. They hanker for handmade because it represents time and that is what they havent got.
Handmade craft buyers are predominantly female. Even if he pays, the motivation to buy is female.
They are females of all ages, but largely twenties to fifties The young female buyers are the surprise, but its easy to see what is going on, it’s all about nesting. The rental flat gets decked out in handmade, weekends are all cupcakes and tea dresses. They drool over Kirstie Allsops Handmade Britain
WHY ARE THEY BUYING?
It’s a mutation of the naughties’ spirituality search, it’s trying to find value, not financial value, but emotional value.
The threat of losing your job, even if you do it well, is disheartening, the need to stay in a unfufilling job is also emptying, long hours drain energy. There is never enough time to do what you need to do, let alone to be who you want to be.
There seem to be a group of people who stand outside these miseries, the people who live simply and make by hand. Your customer is wanting to buy into your world. They want to live your life vicariously.
HOW TO BENEFIT FROM THIS CUSTOMER CATEGORY
Here are the rules you need
NICE PLUMP PRICES
This customer category expects them, they think buy cheap, buy junk
SIMPLE LOW FLAT RATE POSTAGE
They splash the cash but are mean about postage as they know the real cost
SHOW PICTURES OF YOUR LIFE STYLE
Pander to their fantasy
MAKE YOUR SITE FEMININE
These buyers are almost all women
MAKE YOU WRITING STYLE FRIENDLY BUT BRIEF.
Share your life, they aspire to it, blog if possible but in small helpings
LET EVERYTHING LOOK HANDMADE
Handwrite, don’t print , be personal; no business speak
MAKE CHOOSING UNCOMPLICATED, FORGET CUSTOM MADE
They are time poor, if they want something custom-made they will ask for it
MAKE THE BUYING PROCESS SIMPLE
Online use PayPal or similar try not to use selling sites with lengthy sign ins for customers
BE VERY, VERY POSITIVE
They are buying into an ideal don’t spoil it
Heavy on nostalgia works well
MAKE SOMETHING PRACTICAL
So that it can be bought guiltlessly as a household necessity
£45 tea cosy made by Sarah Hancox of A Very British Affair nobody aims at the target group better
How good are you at attracting this group of buyers? How well do you fit in? Give yourself one point for every one of the above you do okay and two points for each one you do very well.
Any thing over 12 and you have this licked, under 7 and you’re in trouble, get it sorted if you want to attract this juicy part of the market
Links to places that are on message for this customer segment
Selvedge Magazine this is their own shop