Fashion pricing show

Innovation, fashion highlight HIA show - Hobby Industries Association

ANAHEIM, CALIF. -- The recipe for a successful craft introduction is one that blends home decor with a heaping spoonful of innovation and goes extra heavy on ease of use.

These ingredients were a critical part of the mix at the recent Hobby Industries Association show in Anaheim, Calif. The annual event drew a record number of retailers and manufacturers who tried their hand at decoupage, iron-on transfers and stenciling, sampled new formulations and listened to the results of a study conducted by the Craft Yarn Council of America.

The crafts industry has become increasingly fashion-oriented over the past several years, and crafters are no longer settling just for a cutesy teddy bear or wooden figurine. They're seeking out DIY projects that add flair to a mantle, wall hanging or wreath.

"We are concentrating on items related to home decor," said Wayne Schneider, dmm of Ames' Crafts & More department. The Rocky Hill, Conn.-based retailer has positioned its Crafts & More store-within-astore next to home furnishings and RTA furniture to create add-on sales from items like floral, frames and wearable art.

Manufacturers understand the synergy between the categories and have created products to hit consumers' hot buttons-feeling a sense of accomplishment and being able to decorate their homes with the items they make.

One of the hottest categories to emerge at the show was custom window shade kits that allow consumers to fuse the fabric of their choice to a specially treated iron-on backing.

Handler Textile introduced the DecraShade kit with its Rollease Roller Shade System. Available from General Clutch, it can be completed by using the fabric backing, fusible hem tape, bottom slat and installation hardware.

Freudenberg Nonwovens, the makers of Pellon brand products, showed its WonderShade Kit, which includes similar features but also is room-darkening.

Borders, stencils and decoupage received a lot of attention. Springs Industries showed Art Works, a new line of self-adhesive instant stencils. Home Details made a splash with static cling decorative borders and accents and images of angels and Victorian designs on several decoupage products.

The versatility of product introductions and the ease with which they can be created leaves the door wide open for retailers. The flexibility of these home-oriented products allows discounters to merchandise them in the crafts department or domestics, or both.

For many mass merchandisers that have chosen to either downsize or eliminate crafts due to mounting competition, these products offer an opportunity to carry items that they usually wouldn't otherwise sell.

Crafts superstores and the independents also can benefit from these items since they allow each to create a niche from which to draw customers.

We are trying to provide independents with products that set them apart from the large chains," said William Clark, vp, marketing, Mangelsen Enterprises, a manufacturer of arts, crafts and decorative accessories. "The independents need to look at their mix and compare it with competitors, while also trying to fill a niche and provide services that the large chains can't offer."

The role of the independents in the crafts industry has been debated by many industry execs. Some feel, as Clark does, that they must be the trendsetters since the superstores and mass merchant outlets would rather institute proven programs than blaze new trails. Others feel independents can't obtain the volume discounts and leverage that some of the larger chains can, and will inevitably suffer.

Regardless, each retail avenue is a viable channel and must concentrate on developing a devoted customer base.

For the independents, the opportunity lies with service, a commodity that the self-service environment of a discount store cannot match. Michaels and other crafts superstores draw strength from aggressive service programs and can outassort both the independents and mass merchandisers.

A mass retailer's strength lies in its pricing and promotional abilities, which can be enhanced with effective crossmerchandising programs.

"Good mass merchandise buyers put themselves into the customer's head and buy accordingly," said Karen Lichwalla, president of True Colors, manufacturer of adhesive products. "They know their customers, what their needs are. And they are sensitive to the price issue."

Retailers can also benefit from carrying a wide selection of yarn in many colors, according to a study conducted by Research Incorporated for the Craft Yarn Council of America. In fact, the study showed that 28% of yarn buyers shop at a particular outlet just because it carries yam. In addition, 69% of these yarn consumers' purchases are made in one store and 52% of their other household item purchases are also made at the same outlet.