Products Features

Made in America Matters

By Megy Karydes — Mon, 18 Feb 2013 22:00:00 GMT

Quick: Where are American Girl dolls made? Would you be surprised to learn the tag says China? How about Fourth of July products? One Florida woman was shocked to find everything she wanted to buy for Fourth of July—a holiday specifically meant to celebrate American independence—was made overseas. She gave up and decided not to buy anything.

Stories such as this are becoming more common as shoppers actively search for U.S.-made gifts, jewelry, home decor and apparel and come up empty. Although many popular items are made in other countries, the industry is seeing a renewed interest in merchandise made in the United States. And retailers are working hard to provide high-quality and affordable products to meet that customer demand.

Deborah Leydig took five years to research and find a great selection of made-in-America products before opening up her general store, Norton’s USA, in Barrington, Illinois, in 2007. Her shop carries more than 2,500 products, including can openers, garden shoes, toys, clothing and stainless-steel cookware—all of which are made in the United States. Yet, Leydig admits her biggest challenge is still finding products to buy since not enough companies are producing in America. The consumer demand is there, although supply lags.

“I hope to convince some of our biggest companies to bring products back to the USA, and that is why I started my ‘Bring One Home’ campaign,” says Leydig. “To bring all the manufacturing back is huge, but if companies brought one product back at a time, they would see that people want American-made and it is a win-win for everyone.”

In the meantime, retailers such as Leydig insist that there are still plenty of great American-made options, and Margit Price, co-owner of The Bird in Hand in Holliston, Massachusetts, says she’s more than happy to show customers options. In fact, her store, located 35 miles from Boston, is becoming known as “the” place to find U.S.-made products. “Although we don’t carry only made-in-America products, more than 50 percent of our items are from the USA, and we really make it a point to call out those items,” says Price.

Making it easy for shoppers to find such products is key, so if a customer comes in looking for a gift in the $20 range and made in the USA, Price has a list prepared to share.

Education and reinforcement are key parts of the plan, too. “We have bio cards on our artists that we display with their items on the sales floor and that we give [to customers] with their purchases,” she says. “When we’re wrapping a gift, we thank our customers and remind them that they bought American today. Even our gift-wrapping is made in America. We share items on our Facebook page and in our e-mail newsletters. On Facebook, we include inspirational quotes about buying American.

“We need to remind shoppers that what they buy has an impact on someone, somewhere,” she says. “What they buy matters. And most of our customers want to make a positive impact.”

Keeping Jobs Local
National news is helping to spur interest, too. A series called Made in America on ABC World News with Diane Sawyer challenged Americans during the past two holiday seasons to spend just $64 on U.S.-made holiday gifts. According to the program, if consumers redirected their spending from buying imported products to American items, it would create 200,000 U.S. jobs. It even has attempted to create a “master” list of made-in-the-USA retailers online to help shoppers find them easier.

Besides keeping jobs within country boundaries, retailers also choose to stock American-made products because of their workmanship. “American-made products have wonderful quality,” notes Leydig. “They have a certain heft to them, and when you walk in my store, you can just feel the difference. Even the smell of the store is different than when you walk into my store as opposed to a store that is all made offshore. We make great stuff!”

Is American-Made Really More Expensive?
Kitty Swingle, co-owner of Kitty’s, Ltd., in Millsboro, Delaware, recognizes that some American-made products cost slightly more than their import counterparts, but she says, it’s not hard to find great products at affordable price points. Sometimes, that means working with artisans to create those products. “One of our artisans had these great table toppers that were large, so I asked her if she created smaller versions,” Swingle says. “Not only did that bring the price point down, but we have more styles for customers to choose from.”

That’s just one of the benefits of working with artists in the United States. Retailers can’t make those specialized products come to life if they are only working with large manufacturers importing mass-produced items from China.

To boost sales, Swingle makes a point to share artists’ names with customers. She says that it reminds customers that the products are made by a person’s hands and makes the purchase more personal.

To combat the pricing obstacle, Kitty’s, Ltd., offers layaway, which Swingle says is huge for her shop. “We’ve always offered layaway, and we have customers who have increased their purchases because they know they can put everything on layaway,” she says. “It’s just another way we want to tell customers that you can buy American and afford it.”

And what about the Florida resident who couldn’t find Fourth of July decor? She says that she wishes more retailers would not only sell U.S.-made items but call them out better in their shops with signage or a separate section dedicated to made-in-America products. “The confidence of going into a department and knowing that everything in it was made in the United States would make life as a consumer so much easier,” she says. “I think it would also promote sales of products made in America.”

When it comes to stocking their shelves, most retailers successfully find products by searching online. Others attend trade shows such as Market Square’s Gallery in Oaks, Pennsylvania, which only features one-of-a-kind and limited-edition pieces made in America, or visiting dedicated handmade sections within larger trade shows in Atlanta, New York City and Chicago. Still, others receive great recommendations from customers who share the same mission of finding and supporting American-produced products.

To some, “Made in the USA” is a lifetime commitment. To others, it can be the deciding factor when making a buying decision. “We don’t try to appeal to everyone,” says Swingle. “But if someone comes to our store and can only spend $5 or $10, we have something for them.”

Who’s More Likely to Buy U.S.-Made Goods?

An Adweek Media/Harris Poll survey from a few years ago found that three in five Americans were more likely to purchase a product when the ad emphasized that it was made in America. The survey also found:

• 75% of U.S. adults age 55 and older were more likely to buy a product that emphasized it was made in America; 66% of those 45–54 said the same thing.

• 67% of Midwesterners were more likely to purchase a product promoted as made in America. In the South, it was 61%; in the East, 60%; and in the West, 57%.

Source: Adweek Media/Harris Poll survey of 2,163 U.S. adults surveyed online July 2010 by Harris Interactive.

Top Tips for Selling American-Made Products

1. Highlight your Made-in-America section with special signage and unique decor.

2. Include biographies of artists near their products, or go one step further and show videos of how the products are made.

3. Note with an icon or special wording which products are U.S.-made on your e-commerce site.

4. Feature inspirational quotes or articles about American-made items on your website or social-media sites.

5. Work with U.S. companies to create special products that are exclusive to your shop.

6. Remind customers that they are doing more than buying a product; they are contributing to the local economy.

7. Practice what you preach. Use American-made gift wrap and bags for customers’ purchases.

Find More Products Online

The Made in USA Challenge blog (www.madeinusachallenge.com) offers a variety of resources for U.S.-made products. The writer developed the site as a resource for consumers, but many of the companies listed also sell wholesale.

Hold a Fun and Fab Trunk Show!

Mon, 03 Sep 2012 18:34:00 GMT

A trunk show can be a great way to introduce new products to your customers without having to place a large investment. Plus, such shows often bring in new customers and tend to give your business a sense of mystery and élan that other shops might not have. Trunk shows are great for jewelry or fashion accessories, especially with the abundance of smaller artist-designed lines available, but they can work just as well with other products. To create a successful sale, it’s key to bring in a unique but complementary line, make it a special event and promote, promote, promote. Here are some tips for having a fabulous and profitable trunk show.

1. Choose the Perfect Vendor to Work With
A trunk show allows you to try out different merchandise or offer one-of-a-kind or custom pieces. By bringing in a sampling of merchandise, you can see how well your customers connect with the product and then be able to make an informed decision about whether you want to carry the line full time. You may be considering offering a younger, trendier fashion collection or a more edgy jewelry line than you traditionally carry. The trunk show can be your testing grounds. Or perhaps you want to hold a trunk show just to offer different lines once in a while, not necessarily to bring them into your store full time.

Whatever the purpose of the show, you need to find the best vendors to partner with. To find potential vendors, visit the handmade sections of trade shows where you’re likely to find a variety of smaller, more unique vendors. Talk to vendors with interesting products that complement your store. You can also start a list of companies or lines that customers ask about. Contact the companies that interest you to see if they have ever participated in trunk shows before, or if they are open to the idea. Ideally, you want to find someone that understands the business end of such an event and also meshes well with your personality and store style. You may not want a hippie surfer dude selling hemp necklaces if your store and clientele tends to be more conservative. Likewise, you don’t want a vendor that is very pushy if your selling style is more laid back.

Although handmade lines tend to work well for trunk shows, you could also hold such an event with a larger vendor that’s introducing a new line. A company representative might be willing to come out with samples and show the merchandise to your customers. Plan on contacting potential vendors at least four to six months in advance.

2. Plan the Best Time for the Event
Like any successful event, a trunk show takes planning. Look at your calendar at the beginning of the year and determine what month would be ideal. Pick a time of the year that works well with the merchandise, but stay away from the typical “sale seasons.” You don’t want to hold a trunk show in January when most customers are in the “post-holiday sales” mindset or after they’ve spent all their money on the holidays. The best time to hold trunk shows are at the start of a selling season. After all, you want to be showing new and unique merchandise that is special and worth the full price, not sales items. Another alternative could be during a slow season, such as April or August.

Determine whether the show will be an exclusive after-hours event that’s held only one day, or whether it will be something that runs over three or four days. If you have enough potential customers for a private event, this may be the way to go. However, if you’re looking to the trunk show to help determine if a new line is good for your store, a three- or four-day event will reach more customers and give you a better idea of how the line goes over to your entire customer base.

One thing to keep in mind, don’t hold more than three trunk shows in one year; customers will get burned out and the events will no longer be special.

3. Get Everything in Writing
Although you are not paying upfront for merchandise, you still have costs involved. Like any business venture, it’s important to get everything in writing. Discuss with the vendor or artist what his or her responsibilities will be. Will you want the artist on site to demonstrate and sell the products? Will she need to do the set-up or will you, or will you work together on that? How much merchandise will the vendor supply, and will it be all finished pieces or can some of it be samples only? What about custom items? Who will handle the actual transactions, you or the artist? What will be the profit split? Typically, it is 50/50, but that’s something you will have to work out with the artist. What if there are returns? Who handles that? Also discuss how each party will contribute to promoting and marketing the event.

4. Promote, Promote, Promote
A trunk show will never be successful without strong promotion. Several weeks before start talking up the event. Print out flyers or postcards and have your sales staff mention the show to every customer while simultaneously handing them a flyer or postcard. Create large full-color posters to hang in your window or around your store. Talk with the artist about any marketing materials or images he or she might have. Vendors oftentimes have advertising co-op money that might help defray costs. Create an event on your Facebook page as well as the vendor’s Facebook page. Keep posting about the event in the weeks and days beforehand. Likewise, Twitter about the event, or post pictures of the products on your Pinterest page with information about the trunk show. By posting on both yours and the vendor’s social media sites, you are reaching double the audience.

Send a press release to your local paper playing up the exclusiveness of the line and event. Discuss how the pieces are made and encourage people to come meet the actual designer. Feature the event prominently on your website, along with some background on the artist and perhaps a short video about the products.

Send e-mail announcements to your customers and follow up with a second e-mail. Likewise, send several rounds of postcards or other direct mailings. People need more than one impression to remember something.

If the trunk show is going to be a private event, analyze your customer database for the key customers to invite. Aim for at least 50 people. Choose those customers that have purchased similar items in the past, have generally paid full price for items, or who typically attend your events. Don’t waste the effort on someone who only shops occasionally and then only when you have sales. Personalize the invitations with a handwritten note. After all, this is an exclusive event only for them; make it look that way.

5. Truly Make it an Exciting Event
Plan on setting up a special area in your store for the trunk show. Perhaps drape fabric or hang other elements around the area to set it off from the rest of the shop. You could even lay down a special carpet or rug to distinguish the uniqueness of the area. Plan with the vendor how to best show the product. You want to go for interesting display pieces and props, not the typical wire racks or standard risers. Set up a section in your window highlighting the trunk show and encouraging customers to come in to see more. Place a sandwich board outside your shop announcing the event and stating “Happening Now!” Or just use chalk to write on your sidewalk outside the shop, and keep your door open and inviting during the trunk show.

Offer some refreshments for those that come, especially if the show is a private event. Cheese, crackers and wine or flavored teas are great, but consider the nature of the merchandise and the feel you are trying to evoke. If the pieces are more fun and hip, then trendier finger foods might be appropriate.

Be sure to have signage around the display area reflecting that this is special merchandise and only available for a limited time. Likewise, hang color photos of the merchandise being made, or run a slideshow on a digital picture frame or iPad showing the pieces and the process in how they are created. Encourage the artist or vendor to interact with as many customers as possible. She is the star and people want to meet her. If the vendor is not available during the entire show, be sure that a fully informed staff member is dedicated to the area and can speak knowledgeably about the product.

6. Price Appropriately
A trunk show is an exclusive event, not just another sale. As such the pricing should reflect this. Don’t offer discounted merchandise. Instead, consider noting in the marketing materials and signage that items are “Specially priced for the event.” This gives the impression that customers are getting a deal but doesn’t specify a certain percentage off or sale amount. While many customers will purchase items at the full price for a chance to buy something truly unique, others might still be looking for a bargain. Consider offering a discount on other merchandise in your store for anyone attending the event, or give away a gift with purchase. You can also give everyone a bounce-back coupon. They might not have purchased something that day, but if you can offer them an enticement to come back, they might purchase on a subsequent trip. Just be sure to offer the coupon only after they’ve made any purchasing decisions, and be sure the offer is good only for a future visit.

7. Follow Up for Success
During the event have a sign-up sheet where you can capture customers’ names, e-mails and addresses. Even if they didn’t buy anything, they were interested enough in the event or merchandise to come, therefore, they are prime targets for further marketing efforts. One way to get people to sign such a list is to give away a prize. Perhaps offer a custom-made necklace and earring set to one or two winners, or give away a $100 coupon for anything from your store. If you can get information on 300 potential new customers, it’s worth the $100 investment.

After the event be sure to follow up with the artist or vendor. Thank them for participating and if you both were pleased with the results consider when you might be able to hold another show. If any custom orders were placed, discuss with the vendor how they will be handled and when the customer can expect the merchandise.

Be sure to take photos or videos during the event and post them on your website and Facebook page. Announce your winners on your website and social media sites as well. Posts like this will encourage customers to want to see what all the fun was about the next time.

If after the trunk show, you decide to carry the line in your store on a full-time basis, be sure to send an announcement to all your customers, and send a special e-mail or postcard to anyone who bought items during the trunk show. Oftentimes people would like to buy more than they actually do. Telling them you know carry the line full-time might encourage them to come back and make the additional purchase they didn’t during the event.

A trunk show can create a sensation for all those involved. Customers get treated to special and unique merchandise, plus get to enjoy a fun night out. The artist or vendor gets added exposure and sales for his or her products. Plus, it allows him or her to see how shoppers actually react to the merchandise. The store gets the added sales, the exposure of a new line and potential new customers. Done well, everyone wins.

For more tips on trunk shows, check out these other articles on the web:

Ten Tips for a Terrific Trunk Show: SF Etsy Style

How Trunk Shows Can Help Designers and Boutiques

10 Ways to Plan a Successful Trunk Show and Boost Your Sales

Trunk Shows: Everyone Wins and Profits

Fashion-Inspired Stationery Trends

By Debra Gold — Thu, 31 May 2012 22:14:00 GMT

Ever wonder where stationery trends are born? Look no further than the pages of Vogue magazine…or the racks in any ready-to-wear department. These days, fashion = stationery, and stationery = fashion. Not only are some of the industry’s best-known fashionistas—including Kate Spade, Vera Wang and Martha Stewart—designing major paper collections, but stationery is also reflecting the major design, color and pattern trends set by famous fashion/home designers around the globe. Today’s customers are all about lifestyle, and that means having their stationery choices echo their tastes, whether it’s in fashion, home decor, or accessories.

So, let’s see what’s on the Paper Runway this season:

A Taste for Lace: Thanks to Kate Middleton’s beautiful wedding gown worn in 2011’s “Wedding of the Century,” classic lace has become modern chic—shown not only in virginal white, but also in a kaleidoscope of colors. This everything-old-is-new-again pattern is showcased throughout the stationery market, but never more so than in wedding and bridal shower invitations, such as new lace looks from industry mavens Crane (www.crane.com) and Anna Griffin (www.annagriffin.com), done in shades from lovely lavender to shimmering silver, from glistening gold, to oh-so-dramatic black.

Gray is the New Chocolate: Several seasons ago, chocolate brown was all the rage in fashion, giftware, bridal and home decor, especially when paired with tints of pink or aqua. But move over brown—your place has now been taken by a variety of subtle, sophisticated grays, ranging from silvery shades to perfect pewter, to warmer, darker dove gray. Of course, the palette has been refreshed to catch the eye of today’s customer, so look for dynamic pairings like metallic gray and sunshine or goldenrod yellow, such as showcased in The Gift Wrap Company’s (www.giftwrapcompany.com) fresh-picked Daisy gift wrap and packaging and Vera Wang’s striking Charcoal Grey & Saffron Express Jewel Bachelorette Party invitation done for William Arthur (www.williamarthur.com).

The Color’s So Bright, I Have to Wear Shades: There may have been a few clouds in the economic sky, but on the ground, things have never been brighter! A rainbow of rich, robust, vibrant hues have exploded in the market, lending a cheery radiance to both fashion and fashionable paper products. Look for color-splashed patterns, energetic solids, and lively neons everywhere, including a dazzling eco-friendly recycled paper yellow notebook from Ecojot, (www.ecojot.com) as well as a Vibrant Bloom square invitation by Kramer Drive (www.kramerdrive.com) which showcases “Tangerine Tango,” Pantone’s color of the year.

It’s a Mod, Mod, Mod, Mod World: Chevrons and paisleys, color-blocking and ikat, stripes and polka dots, a menagerie of animal prints and a flock of feathers, wild geometrics and cheerful daisies—look around you, everywhere it’s the 1960s! Reinterpreted for the new millennium, these retro-inspired designs bring back memories of joyful youth for baby boomers, and look modern and playful to Gen X and Gen Y customers. Splashed across social stationery, journals, home office, photo albums, laptop accessories, even wedding invitations, these sunny, optimistic patterns are fresh, fun and fashionable—this trend is evolving every season and shows no sign of stopping. Check out Waste Not Paper’s (www.wastenotpaper.com) Rajasthani Paisley and Pop Pool eco-friendly notes, The Inviting Company’s (www.invitingco.com) multicolored ikat-patterned invitation, and Jonathan Adler’s explosion of 60’s-inspired note cubes and photo albums, available from LifeGuard Press (www.lifeguardpress.com).

Debra Gold, president of Gold & Company (www.goldsco.com), is a veteran strategic marketing/brand communications expert serving the stationery, gift, and home industries. Her clients have included over 100 well-known stationery and home companies such as Up with Paper and Mrs. Grossman’s Paper Company, as well as leading trade show management companies AmericasMart, George Little Management, and The California Gift Show among others.

Selling Sand & Sun

By Jason Duarte — Mon, 09 Jan 2012 23:58:00 GMT

The coastal look continues to be a popular one, partly because of the sense of freedom that it conveys, but also because it reinforces minimalism, openness and nature, while still being decorative and thematic.

Many coastal decor retailers, such as Crabby Chic in Wilmington, North Carolina (www.crabbychic.com), specialize in this relaxing sea-and-sand look.

“When you walk in our store, it has a very calming effect,” says Pat Flynn, a buyer at the store. “Everybody that comes in says, ‘oh my gosh; it makes me feel so good.’ ”

According to Flynn, the shop focuses on a more “upscale coastal look,” selling items such as candles, pillows, Shabby Chic furniture, tableware and frames. The blue claw crab is native to the Carolinas and is a staple motif at the store. In fact, some of the most popular items are crab-themed, with the shop’s best-selling items being decorative glass lamps and candles.

Polly Helm, owner of Door County Nature Works in Egg Harbor, Wisconsin (www.doorcountynatureworks.com), says her store offers customers more lake-inspired themes, such as sailboats, lighthouses and seagulls, rather than the beachy seashell and ocean motifs.

“Our store in Door County is on the water, so I think people like to purchase things that remind them of where they’ve been on vacation or where they’d like to be,” Helm says. “I think most coastal decor tends to have a very fun and fresh feel to it.”

For many vendors, the coastal trend has been a boon to sales. Eleanor Carter, president of Sea Island Imports in Summerville, South Carolina (www.seaislandimports.com), has been selling wholesale for about nine years. She keeps up with ever-changing decor trends and now offers many products that connect with coastal customers. Big sellers for Carter include handpainted blue-and-white porcelain tableware featuring shells and crabs as well as original carved wood bookends, door stops and stools that showcase coastal themes.

Lisart, a vendor in Wells, Maine (www.lisart.us), has found success with creative beach-themed art pieces.

“I go down to the beach and write in the sand peoples’ wedding and anniversary dates, and I frame that,” says owner Lisa Biasin.

These meaningful gifts are especially popular with customers who have their wedding on the beach and can commemorate the date with a Lisart piece.

In addition to her wholesale business, Biasin also sells retail to a customer base split between locals and tourists. She says that these customers usually either want to expand their coastal-themed home or bring collectibles back for family and friends.

To appeal to both types of customers, retailers should mix furniture and home accents in a variety of price points with a selection of inexpensive, easy-to-pack gift items.

Biasin also notes that people seem to resonate with the smells and sounds of the beach, and they often recall the joy of days spent playing in the sand and water as a kid.

Retailers can play up this theme by merchandising vintage-style coastal products in nostalgic displays that are sure to call up fun childhood memories for coastal-loving customers.

One benefit of selling coastal products is that the category lends itself to creative displays. If you’re selling this fresh and fun merchandise, consider some of these display ideas.

Incorporate shells in a variety of ways. Fill glass vases or jars with shells and adhere a plate to the top for a simple and unique tabletop display item.
Create your own driftwood. Gather various twisted branches or logs and give them a whitewashed paint treatment for an easy driftwood look.
Think crisp blues and fresh whites. Paint your walls in these coastal-themed colors for instant beach appeal. Add striped fabrics as curtains, backdrops or dividers.
Showcase jewels in the sand. If you sell sea-glass jewelry, consider placing a few pieces in a tray filled with a layer of shimmering white sand. The deep colors of the glass will shine against the sand.
Construct quick pilings. Gather three logs of similar width but different heights. Group them together, and wrap them with thick rope to create rustic dock appeal.
Hang scarves on a dune fence. Tack a section of dune fencing on your wall, and adhere clothespins at random locations or attach small loops, such as towel holders, to the wood. Use the piece to display scarves, pillows or other small items.
Make your own sand dune. Use a swath of coarse burlap fabric as a display base, draping it over piles of pillows or bunches of cotton to create an undulating beach look.
Bring in the sounds of the sea. Call up coastal memories and create ambience by playing a CD of the unmistakable sounds of waves crashing, gulls calling and boats docking.
Design a near pier. Make a simple pier on which you can showcase products by lining up weathered pallets end to end and adding a couple of wood crates to serve as lobster traps.

Treasures from the Past

By Lynn Petrak — Tue, 30 Aug 2011 00:00:00 GMT

Whether you call them vintage, retro, reproductions or any other tag that may apply, pieces of the past continue to do well in shops around the nation. These products’ popularity can be attributed to many factors, from innate sentiment attached to past experiences to a longing for a simpler time. BellAir Motorsports sells retro motorsports and hot rod collectibles. Co-owner Mickey Ogle notes that since times have changed, more people are reminiscing about the old days. “I think it makes them happy because it was a happier time with less stress,” he says.

Businesses who deal in vintage items benefit from this merchandise’s evergreen appeal—in other words, retro pieces aren’t by definition trendy or flash-in-the-pan. “Nostalgia is one of those things that won’t go out of style because it already went out of style a long time ago. It’s not like we are affected by trends in that way,” points out Julianna Castro, marketing manager for B. Shackman Company, Inc. “Occasionally, you’ll see a nostalgic revival for something, and that also benefits us.”

A built-in fan base of vintage lovers comes in handy in marketing and promoting such products. As one might expect, nostalgic pieces often spur spontaneous sales. Castro cites the reaction from retailers who browse trade shows and come upon Shackman’s reproductions. “They’ll stop and say, ‘Oh my gosh, I had this when I was a kid!’” Those merchants, in turn, hope to get that reaction from their consumers.

Todd Sheets, owner of Beeker's General Store in Pemberville, Ohio, says such gleeful reactions make marketing vintage and retro pieces rewarding. “That is the fun part—when you hear the stories and families sharing their tales,” he notes.

In order to tap into a broader sentiment, Sheets offers various nostalgic pieces from different points in time. After all, what is retro to one group of shoppers may not be retro to another. “We have a lot of different time periods represented. Everyone seems to relate to a certain era,” he remarks.

Likewise, vendor MaryJean Mollard, president of The MaryJean Collection By Artifacts, Inc., says that many vintage items that have been perennial best-sellers, such as textile spools, bobbins and milk crates, remain so, along with a number of newer entries. “Things from the 1930s, ’40s and ’50s have become the antiques of today’s world,” she reports.

Diversity in price as well as product is another marketing tool. Castro notes that retailers have done well with Shackman’s paper products because they fit into a balanced range of offerings. “People bring in our products to supplement higher-end products they have. A lot of our products are used in stores that also have furniture, for example, to offer a lower price point item,” she observes.

Across the spectrum, merchandisers often emphasize a nostalgic piece’s functionality. A reproduction or retro sign evokes emotion and attachment, but also makes a nice wall decor piece. A mug with a certain image or design harkens to an earlier time, yet it ultimately is perfectly functional for drinking coffee in the morning.

That is especially true for higher priced merchandise. “There may be a special desire to go back in time with something, but customers may not know what to do with it, so it needs a use,” explains Mollard. An antique desk may be merchandised as a charming but useful computer stand, she notes.

To that end, giving shoppers ideas on how to use or enjoy nostalgic products is an effective selling tactic. A milk crate can be used as a display for other home decor piece, for instance, while Colonial-style candles can be incorporated into a tablescape vignette.

Adding information on a product’s history can also garner shopper interest. Jan Austin, marketing director for Vintage Editions says that sharing the story about the company’s distinctive wood accessories, such as old beverage cases and antique ammunition boxes, has worked well at the point of sale. “I will often write up a history for a storeowner, and some of them choose to do it for themselves,” she relates.

Other tried-and-true marketing tactics support sales of vintage and reproduction products, from seasonal open houses to special sales and coupons. One key to marketing nostalgic items is sticking to the theme. Sheets, for example, cites “A Christmas Homecoming” promotion that his store did last year, which tugged customers’ all-important heartstrings.

Vendors carry through their respective themes in their marketing materials as well. Take one look at the website for Retro-A-Go-Go, for instance, and you’ll note that the company specializes in a definite era, evident in everything from the graphics to the font type to the large and colorful product images. The same can be said for manufacturers that offer Victorian pieces or focus on early Americana.

Meanwhile, vendors and merchants alike have generated shopper interest by touting not only the fact that nostalgic or reproduction merchandise is authentically re-created (or is indeed authentic), but that it was crafted in the United States. “Authentic American is becoming more important to people and they don’t seem to mind the pricing. You have to have something the chain stores don’t have and this fits that,” says Mollard.

Finally, vintage items might celebrate the 19th or early 20th century, but that doesn’t mean that vendors and storeowners don’t embrace technology in marketing them. A retailer’s Facebook page can include postings on a vintage item’s special attributes or even incorporate pithy “Did you know?” details on its history.

Ogle says that online connections can be potent. “We do a lot of social media, and it is doing really well. It’s a great way to post anything new,” she says. She believes sites such as Facebook and Twitter likely will continue to grow as shoppers seek out information on local stores and as manufacturers and retailers communicate with one another.

For now, at least, using various marketing strategies helps ensure the continued clamor for vintage-style merchandise.”We are with our feet in both canoes,” says Mollard of her use of traditional and emerging marketing channels. “It is still a mixed bag of marketing, and I think it will be for another 20 years.”

Lynn Petrak is a freelance writer based in La Grange, Illinois.

RESOURCES

B. Shackman Company, Inc.
800-221-7656
www.shackman.com

BellAir Motorsports
800-620-9772
www.bellairmotorsports.com

The MaryJean Collection By Artifacts, Inc.
800-678-4178
www.artifactsinc.com

Retro-A-Go-Go
734-476-0300
www.retroagogo.com

Vintage Editions
828-632-4185
www.vintageeditions.com

Growing Green Sales

By Megy Karydes — Thu, 16 Jun 2011 00:00:00 GMT

Gabrielle Kahn-Chiossone recalls a funny story of a retailer asking her what makes the organic cotton in Farmerkids Organics’ line of baby clothes organic. Was it that the sheep eat organically, the retailer asked. “She was serious,” says Kahn-Chiossone. “And then she was embarrassed when we told her that cotton is a plant, and wool comes from sheep.”

It’s unlikely the customer didn’t really know that cotton is a plant (or at least you’d hope that was the case), but the story illustrates the fact that more retailers, driven by consumer demand for accountability, are asking their manufacturers the origin and production details of the “green” products they are stocking on their shelves.

Walk into almost any shop these days and, more often than not, you’ll be greeted by a “green” product. And with good reason—green products appeal to a lot of people, and retailers are taking notice and beefing up their eco-friendly offerings.

But stocking products simply with the “green” label slapped on can be dangerous for retailers when they don’t take the time to research the product’s green claims. For example, lead-laced polypropylene bags made in China using sweatshop labor hardly seems in line with the spirit of selling eco-friendly products.

Dig Beyond the Green Surface

Do yourself and your customers a favor and scratch beyond the “green” surface to learn more about a company’s sustainability practices.

“Being ‘green’ is a way of life,” says Ron Ober, founder of Revy, a fair trade company that works with artisans in El Savador. “It’s something we do every day. Being sustainable is a longer-term goal that takes proactive work. Recycling aluminum cans is nice, but unless we work to implement reduced carbons levels in our atmosphere, our current way of life cannot be sustained. Here the emphasis is on the word ‘work.’ ”

For others, like the founders of Envirosax, environmental sustainability doesn’t end with their business practices. The founders have been living off the grid for the past eight years, utilizing many eco practices, such as obtaining all of their electricity from solar panels, hot water from solar, collecting rainwater for their water tanks, and growing their own organic vegetables and fruit.

Lily Morgan, founder of her namesake company, Lily Organics, knows exactly what goes into her skincare line because she grows them herself. “I think people buy from us because we are the only skincare company on planet Earth that is actually a USDA-certified organic grower,” says Morgan, self-titled Head Farm Hand because most of the time you’ll find her on a tractor on her farm growing the ingredients in her line. “It is like buying your food directly from the organic grower, but now you can buy your skincare that way, too.”

Night Owl Paper Goods not only uses wood to produce its cards but reclaimed cotton as well. And its cards are literally wood pieces, making them not only memorable but, according to Megan Fredrickson, custom project coordinator, also more efficient since it takes less wood to make wood veneer cards than it does to make regular paper cards.

Also, its letterpress cards are crafted from paper that is made from reclaimed cotton from the garment industry. “We've chosen to support this process for our paper production because it uses less energy, water and chemicals than the traditional process of using wood pulp to create paper,” adds Fredrickson. “When cotton apparel is made, there is a significant amount of extra cotton left over. Instead of allowing these remnant pieces of cotton fabric to be incinerated or simply sent to landfills, our paper supplier is collecting, cleaning and separating them into raw fibers in order to make a new premium product without having to use any additional water, chemicals or farmland.”

Give Roots to Your Messaging

Sadly, although manufacturers are working hard to create a sustainable and successful business model, most retailers don’t know the details because either the manufacturers fail to share them or retailers don’t ask. Not having those stories to share is a missed opportunity because it’s those pieces of information that connects your customers to the product in a way that can mean increased sales and customer loyalty.

Ober understands the need to educate customers and admits he goes to great lengths to provide his retail stores with material to promote the eco-friendliness of their products. “Each product has a point-of-purchase (POP) tag emphasizing the eco-friendly nature of the product,” says Ober. “In addition, we have a variety of small POP displays that actually show what the products are made of. Some of these sources included old inner-tubes, scrap leather and recycled plastic bags.”

Envirosax tries to make sure its retailers understand and share its bags’ features and benefits, including the fact that they are fully washable, and ensuring there are no heavy metals in the ink or fabric so that the bags are suitable to carry food and suitable for children to use.

But Angie Zigrossi, global marketing and public relations representative for Envirosax, admits that the best marketing tool is interacting with the product or word of mouth. “Our retailers train their staff to give all customers the spiel when they walk through the door, which a large percentage of the time results in a sale,” says Zigrossie. “Often, retailers give a bag to their staff to use, and once in use, people can’t help raving about it and wondered how they lived without it.”

Kahn-Chiossone provides its stores with small signs explaining that its clothing line is organic, chemical-free, and made by its team in the United States. “Our signs, as well as small wood displays, are always made from sustainable wood, from tree farms that are AFC-certified, where we know they keep planting more trees,” adds Kahn-Chiossone.

Eco-Me takes a more tongue-in-cheek approach to marketing its 100 percent natural cleaning line. Robin Kay Levine, founder and president, calls her collection a “family line” complete with individual names for each cleaning product. “Many of our customers refer to Bill, our all-purpose cleaner, as the new Mr. Clean!” says Levine. “Eco-Me has a message that cleaning should be fun, healthy and safe. Our family line delivers this with bright packaging and the greenest ingredients on the market. We participate with our customers through product demonstrations, sampling programs, event, shelf talkers, floor displays for line drives and more.”

Promote Fair Trade As Well

Being green definitely appeals to customers who care for the earth. Fair trade is another great way to share your support for others in the developing world.

Ober notes that while environmental sustainability is an important component to his business practices, fair trade is its main emphasis. In fact, he reminds his customers that one of the principles of fair trade is environmental sustainability. “In an effort for the global south to ‘catch up’ with the north, the environment is sometimes sacrificed,” admits Ober. “By offering a living wage while applying the other principles of fair trade, our artisans can take the environment into consideration without making economic sacrifices.”

Mata Traders works with women in India to produce its handmade apparel, new line of home decor, and women’s accessories and takes great pride when they tell their customers that the cotton used in their clothing and home decor comes from small farmers in India. “By using cotton sourced locally, we are not only supporting our women artisans who are producing our designs, but we’re also supporting small, independent farmers, so the ripple effect in the communities is that much greater,” says co-founder Michelle King.

As with any products you decide to offer, it is best to make sure you know as much as you can about them so you can share with your customers. With green products, especially, you’ll want to dig deeper so you know the reasons why they are green since more savvy customers will be asking. Engage your vendors to help with that education process by inviting them to offer demonstrations, share shelf talkers or point-of-purchase displays.

The more information you can offer your customers, the easier it will be for them to buy and feel good knowing they are helping make the world a better place through their purchasing power.

Megy Karydes is founder of World Shoppe, a fair trade wholesale importing company that works directly with South African artisans. Her company is a proud and active member of the Fair Trade Federation and Green America. To learn more, visit www.world-shoppe.com.

RESOURCES

Eco-Me
626-798-8300
www.eco-me.com

Envirosax
800-491-2533
www.envirosax.com

Farmerkids Organics
212-473-3616
www.farmerkids.com

Lily Organics
303-455-4194
www.lilyorganics.com

Mata Traders
773-944-5418
www.matatraders.com

Night Owl Paper Goods
205-868-1619
www.nightowlpapergoods.com

Revy Fair Trade Products
216-765-8117
www.revydirect.com

Two's Company
800-896-7266
www.twoscompany.com

It’s All Fun and Games

By Lynn Petrak — Tue, 03 May 2011 00:00:00 GMT

Many storeowners have discovered that fun merchandise can truly enhance their shop’s bottom line. Whether they have an in-store baby boutique, a devoted children's section or displays that incorporate toys and games for grownups, retailers are benefiting from the young-at-heart. At a time when technology can almost be overwhelming, consumers have expressed a renewed interest in both simple and innovative playthings.

“People may not come out and say it, but you can tell that with all of these electronic gaming systems and cell phones, there are many adults and younger people who want a stuffed animal. Even if it’s not mechanical, they want it because it’s comforting,” remarks Steve Swickard who co-owns Estes Ark in Estes Park, Colorado, with wife, Susan.

Vendors agree that the yearning for such comforting items is real. “Not to knock electronics, because we all have them, but many electronics have a specific purpose, and with these kinds of toys, you are talking about the whole idea of open-ended play,” observes Barbara Rainville, co-owner with founder, Michael Rainville, of game, puzzle and giftware supplier Maple Landmark in Middlebury, Vermont. Rainville says parents and grandparents turn to these imagination-based playthings because they don’t want their child plugged in 24/7, and they also appreciate the idea of buying locally.

Adds Donna Sucilsky, president of puzzle maker Tucker-Jones House, Inc., in East Setauket, New York: “I think consumers understand that there is something to be said for quality things that are made by hand. Entertainment is different now than what it used to be, but kids still like to pick up a puzzle because it’s tactile and it’s not on a screen. You don’t have to recharge it, and it doesn’t break.”

Specialty toy and game manufacturers seem to have struck a nerve with nostalgic products that sell well at independent stores looking to differentiate themselves from gadget-laden big box stores. “We do a lot of surveying of customers, and people are saying, ‘We’re tired of junk, of plastic things around the house.’ They want something beautiful and something that will last,” says Kate Motley, marketing maven for wood toy company Tegu, which produces a variety of blocks fashioned from Honduran mahogany.

Blocks aren’t the only old-fashioned toys that are finding a thoroughly modern audience in specialty stores across the country. Take, for instance, the humble rubber duck, fashioned in a traditional but appealing way by toy and gift maker Rich Frog Industries, Inc., of Winooski, Vermont. “Luckily, there are some constant things in our crazy world, and rubber ducks are one of them,” says director of business development Suzie Quinn.

Puppets are another example of what’s old is new. “Our category has enjoyed a resurgence of attention as folks really want to get back in touch with the simpler and better times,” says Elaine Kollias, marketing director for Folkmanis, Inc., in Emeryville, California. “Puppets are great for family time as well as quiet time, and of course, half of our customers are adults. But the wonderful thing about our puppets is that when you are finished playing, they look like stuffed animals and they’re really beautiful to look at.”

Likewise, a puzzle is a toy with a twist that retailers can merchandise as much for its quality as its fun factor. Marshall Gavin, executive vice president of B. Dazzle, Inc., in Redondo Beach, California, says that the company’s Scramble Squares are available in 140 original designs and are popular gifts for kids as well as adults and senior citizens. “It’s a fun product for everyone—it’s beautiful, informational, made in the U.S.A. and can be played as a solitary or cooperative game,” he declares.

Today’s shoppers not only embrace sentiment in toys and games, but they also look for other attributes, such as the educational aspect. “We look for good quality and items that are made as close to home as possible, but also something that engages thought and interaction,” says Judy Angvall, owner of Angvall Hardware and Mercantile in Lester Prairie, Minnesota. Angvall says her store does especially well with children's books.

Meanwhile, as consumers’ interest in natural and eco-friendly products grows, that trend is reflected in various toys and games. Quinn, for instance, says Rich Frog’s newest toys made from natural rubber have caught on quickly. “The natural latex toys are very cute, great for teething and painted with natural dyes,” she says. “People are really looking for products like that.”

One can’t discount the appeal of domestically produced merchandise, either. “When a customer walks in the store, they ask the question, ‘Is this made in the U.S.?’ That’s where the retailer really has the leg up over their competitors because they can say yes,” comments Rainville.

In addition to the one-of-a-kind factor, the toy and game industry has fared well in the recent economic climate because of the products’ competitive price point. Scramble Squares, for instance, retail for $8.95, while the new line of Folkmanis “make your own puppet” kits are sold at under $15 retail. Indeed, many, if not most, toys and games retail for $25 or less.

Toys that appeal to babies and children also have a certain perennial quality. “Most of our products retail under $20, so it’s an easy buy. And no matter what the economy does, people continue to have babies,” points out Quinn.

Playing Around

Although successful merchandising is not child’s play, devising ways to display toys and games can be as fun as the products themselves. Here, a hands-on policy is often a good one. “We try to make sure stores have blocks out so customers can get a sense of what they can build with them and how they feel and look,” explains Tegu’s Motley.

Gavin, too, says that giving customers a chance to use Scramble Squares is a definite sales driver. His company provides a special merchandising display for stores that includes a playing surface and timer. “There are a couple of reasons for that. First, it draws business to the store, and secondly, when customers play with our puzzle, they can’t help but buy it,” he remarks.

Puppets can be merchandised in an interactive way, too. “I know most shopkeepers are too busy to play with puppets all day long, but if a customer is purchasing an item, they can pick up an appropriate puppet to break the ice and entertain them for simply a moment. Then a sale is usually made,” says Kollias. She adds that a teenager can be hired during high-traffic times to do such demos. “Not only will your puppet sales double, but it breathes life into your store and makes it look busier and fun.”

On the other hand, many games can simply be incorporated into general merchandise displays. Puzzles are one example, as are higher-end games and classic toys that might be displayed in a family room or office.

Kollias notes that puppets also can be showcased with a variety of displays. “Depending on the store’s product mix, our puppets will sell great interspersed, or cross-merchandised with other products. Some obvious ideas include pairing them with books, cookware, decor or floral,” she remarks. Gavin, too, says that puzzles that are used by adults, as well as kids, are often better mixed in with other merchandise and also positioned for impulse sales.

In the end, adding toys and games to a store’s inventory reaps another kind of reward. As Quinn points out, “That’s the nice thing about being in this business—people smile.”

Lynn Petrak is a freelance writer in La Grange, Illinois.

RESOURCES

B. Dazzle, Inc.
800-809-4242
www.b-dazzle.com

Folkmanis, Inc.
800-654-8922
www.folkmanis.com

Maple Landmark
802-388-0627
www.maplelandmark.com

Rich Frog Industries, Inc.
802-865-9225
www.richfrog.com

Tegu
877-TEGU-TOY
www.tegu.com

Tucker-Jones House, Inc.
800-992-9883
www.tavernpuzzle.com

Male Call!

By Lynn Petrak — Wed, 23 Feb 2011 00:00:00 GMT

When it comes to the X factor—or, at least, the “XY” chromosome—gift stores can differentiate themselves by carrying distinctive men’s gifts that guys can use and that are meaningful to them.

Men may be from Mars and women from Venus, but both genders appreciate items for themselves and their surroundings. To be sure, the days of randomly chosen neckties and “I-heart-Dad” mugs for Father’s Day are as outmoded as, say, a rotary dial phone.

Others agree that men’s tastes have evolved, and that the women who buy for them are likewise thinking beyond the tie or tchotchke. “People are looking for something that is not just a standard thing. We try to find fun things for the home,” says Brenda Dani, co-owner with husband Steve of Dixboro General Store in Ann Arbor, Michigan, who reports that the upcoming Father's Day holiday is not an afterthought of Mother’s Day. “We really try to do it up.”

Todd Sheets, owner of Beeker’s General Store in Pemberville, Ohio, agrees. “I think people still do barbecue or take Dad to dinner, but you also have to try to be creative because that’s what people are looking for. We are creating things that have more meaning,” he remarks.

Sentimental Journey

To that point, things of meaning have emerged in recent years as big sellers for Father’s Day and other gift-giving occasions for guys. Jay Goldberg, chief executive officer of New York City–based Bergino, says that his company has fared with its nostalgic products, including replicas of the national anthem in the original Francis Scott Key handwriting, citations from the U.S Constitution and handmade baseballs in more than 20 unique designs. “Baseball and the Constitution—those are as American as it gets,” he points out, adding that baseball is probably more American than apple pie. “It takes you back to another time, and it becomes emotional. You remember your first baseball game."

Likewise, Dan Hutchings, owner of Desperate Enterprises in Medina, Ohio, says that men’s heartstrings may be different than women’s, but the tug is the same. “Nostalgic has been our product range since we founded our company in 1987, but we have seen a recent rise in popularity,” he says. In turn, Hutchings says the company is adding more nostalgic designs, including history and novelty images, with licensed properties ranging from U.S. automakers to John Wayne to venerable brands like Coca-Cola, Anheuser-Busch and Jack Daniels.

At Leawood, Kansas–based Demdaco, director of marketing Jody Donahue says that a new "This Moment" collection of frames includes designs for fathers and grandfathers. “We think of our dads as these big tough guys and forget that they have a sentimental side, too. Nice frames to display photos are great choices for dads with new babies and those whose kids are all grown up,” she says.

Storeowners can catch guys’ attention (and the eye of women who buy for them) with any number of nostalgic items. Joe Giordano, outdoor buyer for Mast General Store in Valle Crucis, North Carolina, says that one of his store’s swiftest sellers has been a line of Stanley insulated containers and bottles. “The $20 flask with the retro hammertone green look has been very popular,” he reports, noting that the look of Stanley products evokes fond childhood memories.

Seeking Shelter in the Man Cave

If a man’s house is his castle, as the saying goes, then gifts for the home are kingly in the men’s category right now. Items for traditional guy-centric spots like the garage, home office and basement are still big, but so are products for the garden, kitchen and bedroom.

If a castle is a good analogy, a humble cave might be an even better one. As many vendors who supply gifts for men can attest, the term “man cave” is hotter than ever.

In fact, Anne Secoy, vice president of product development for Ohio Wholesale in Seville, Ohio, recently ran a report on the company's top-selling items and was taken aback at the findings. “For a long time, it was items with phrases like ‘Love is patient.’ All of the sudden, the top-selling item was man cave, with phrases like 'What happens in man cave stays in man cave’ and 'If need me, I be in man cave'. The man cave thing is huge,” she declares, noting that the theme resonates among men of different ages and backgrounds.

Home items that strike a chord among men also span kitchenwares, like grilling tools and accessories, cookbooks and aprons. Carla Arnold, import and product development manager for Lazart Production, Inc., in Gainesville, Texas, says that this year’s Father’s Day merchandise includes magnetic bottle openers embossed with fun phrases and a line of barbecue tools with hardwood handles and stainless-steel elements: “In today’s economy, people are entertaining more at home. What man doesn’t want to be the ‘king of the grill’ in his own household?”

Male shoppers also have a taste for food gifts, such as snacks, sauces and condiments. Sheets, for his part, says that his store has become known for its custom food baskets; for Father's Day, he reports that the hottest items—literally and figuratively—are spicy foods and accompaniments.

Retailers thinking outside the box for guys can also think outside of the actual home. “Men’s garden figurines and other garden items have been strong for us,” reports Sheets. Meanwhile, at Dixboro General Store, Dani cites her shop’s outdoor lawn art that includes pieces fashioned from golf clubs and tools. “It looks like a whimsical flower, but with nine irons all over it. It’s something a wife would like and a guy would think is cool,” she explains.

Reeling in Sales with Traditional Icons

Even as different items for guys have opened up new possibilities for retailers, most businesses still offer tried-and-true merchandise related to favorite male pastimes like golfing, fishing, baseball, football, racing, hunting and other sports and hobbies. Indeed, these icons can also be known as “guy-cons.”

Still, what’s old is new in many ways. Dani, for her part, says that she thinks a new wine topper with a golf ball shows that today’s men can be wine connoisseurs as well as scratch golfers.

Finally, as the toll of the economic downturn continues in many areas of the country, price point remains a driver of sales in men’s gifts—just ask any business owner who has lived through the past few years. Boulder, Colorado–based Leanin’ Tree, for instance, offers boxed gift mugs and magnets that are both affordable and distinctive. “These are low-cost, functional gifts that have held up as fun, impulse sales items,” says Patrick Wallace, marketing director.

Likewise, even in an era of e-mail, stationery is a gift that is at once practical and thoughtful. A series of ManCards for the Thoughtful Gent is one example of a line that has found its niche. “Not every man writes thank-you notes or notes of encouragement, but when the economy is down, what better way to thank someone for a business referral—sure, they could send an e-mail, but the written word has great impact,” points out Kara Magrin, president of the Aurora, Colorado, company.

If You Build It, They Will Come

To engender customer interest, it helps to appeal to both genders for Father’s Day. Sure, a gift ultimately must be appreciated and used, but it’s typically women who buy the presents for the men in their lives and their children’s lives. Keeping that in mind, storeowner Brenda Dani, says she “softens” displays for Father’s Day by also incorporating greenery and home decor items that are gender neutral, rather than make an area overly masculine.

To spread the love, so to speak, here are some other tips for creating displays that warrant a closer look or a second look from both female and male buyers:

Really feel it: People use all of their senses when shopping, so tap into their sense of touch by setting out items that practically call out to be picked up. For Bergino’s collection of handmade, retro baseballs, Jay Goldberg eschews traditional acrylic boxes. “A baseball is meant to be held and touched—that is the beauty of it,” he says. Customers can use that sense of touch to check out the quality and usefulness of a host of other items, like grilling accessories or garden tools.

Gauge the age: The generation gap may not be terribly huge among men, but keep in mind that there are differences between older men and younger men. What sells for dads in their 20s and 30s may not work for those who are older. Kara Magrin, president of ManCards, has found that younger men take active interest in things, and are more likely to write their own notes and hence appreciate gifts like stationery and note cards. Meanwhile, guys who are mature, even those just north of 30, are a target audience for nostalgic items.

Devoted to Dad: Like Halloween and Christmas, Father’s Day can be merchandised in special occasion displays to immediately attract the attention of shoppers on a mission. When grouping together like-themed, masculine items in a special section, table or other display, it’s a good idea to mix in greeting cards and even some food items. If showcasing foods, whip up some samples for customers to whet their appetite in more than one way.

Lynn Petrak, a La Grange, Illinois, writer, recently gave up a storage room in her basement so her husband could build his own man cave with model trains and accessories.

RESOURCES

Acme Studio, Inc.
www.acmestudio.com

Bergino
800-556-9420
www.bergino.com

Demdaco
888-336-3226
www.demdaco.com

Desperate Enterprises, Inc.
800-732-4859
www.desperate.com

Leanin’ Tree
800-525-0846
www.tradeleanintree.com

ManCards for the Thoughtful Gent
www.thoughtfulgent.com

Ohio Wholesale, Inc.
877-745-5050
www.ohiowholesale.com

What’s Fresh in Florals

Mon, 24 Jan 2011 00:00:00 GMT

With consumer enthusiasm for home decorating at fever pitch and many individuals looking for ways to spruce up rooms without blowing their budget, it’s no wonder florals remain strong sellers in gift shops. New developments continue to add interest to the category, and the possibilities for creative display only serve to kick things up a notch.

Overall, consumers are expressing a strong preference for florals that feature a natural look, rather than one that is, as one vendor puts it, “stiff.” Sources say most shoppers want products that closely mirror or entirely replicate the real thing. They also favor options whose components “behave” like the real thing, too—for instance, petals that move if in the path of a breeze from a fan, air conditioner or open window, asserts Karolyn Howard, designer at Great Finds in Holmesville, Nebraska.

Lynn Mugno, CEO of Right Choice USA Farms (formerly Floral Concepts International), concurs. “Natural is definitely the direction floral is taking,” she asserts. “Florals that are in the highest demand are those in colors we really see in nature, as well as those that have other true features, such as texture and a lot of leaves along the stems if that’s what the real version looks like.” Many varieties of florals fare well for the company, with roses and hydrangeas ranking high on its roster of hot sellers.

Right Choice USA Farms continues to expand its line of handmade paper flowers, which like its other offerings, tout subtle variations to bolster their realistic appearance. New options include gardenia, pansies (in blue/yellow, purple, plum/white, light yellow and lilac/cream), dogwood (in cream and pink/cream) and miniature daisies.

A similar trend is evident in arrangements, wreaths and garlands, where “relaxed” is the buzzword, according to Robert Jones, executive creative director, Allstate Floral & Craft in Cerritos, California. “The less contrived and uncomplicated, the better,” Jones states. “The home decor styles of the 1970s are coming back, so we’re seeing a lot of simple arrangements featuring wildflowers and similar simple choices. We’re going to be doing quite a bit with wildflowers for the spring and summer seasons.”

Going Crazy for Creamy

On the color front, creamy beiges and whites remain highly popular. Peggy Caldwell, design director, Decorator & Craft Corp. (DCC) in Wichita, Kansas, attributes this in large part to the fact that white, in particular, “goes with so many of the popular designers colors” and mixes nicely with “cool grays, blues, greens, hot reds, pinks and terra-cotta.” Caldwell predicts that the creamy white iris will be a top seller throughout the spring and summer months; it is, she says, “already selling quite well” for DCC in a mix comprising holiday greenery, berries and glitter picks to “take it through winter.”

Both KMI International in Addison, Illinois, and New Growth Designs in Greenville, North Carolina, are rolling out or have rolled out new florals in a creamy white/beige palette. New Growth Designs’ latest introductions here encompass a wide range of flowers, from calla lilies and gardenia to hydrangea, roses, tube roses and orchids. KMI International is adding soft white lights to favorite sellers, a trend Karen Fann, vice president, says is emerging among vendors as a whole. “The lights give an altogether different look and vibrancy to garlands, wreaths and other interior decorations,” she observes. “It is the rage, so they say.”

Elsewhere on the color spectrum, sources point to a heightened interest among consumers in florals rendered in peach and salmon. Soft yellows, lilacs, lavenders and greens are gaining ground as well.

“Creams and whites are always going to be big, as is red, but all of a sudden, we’re getting a lot of inquiries about these soft pastels, especially peach, whereas before, it was minimal,” Mugno says. Jones corroborates Mugno’s comment, adding that he believes the popularity of salmon and peach are being driven by the previously mentioned return of 1970s style.

Both Allstate Floral & Craft and Right Choice USA Farms will be introducing new florals in these colorways shortly. Mills Floral Company in Duluth, Georgia, has also jumped on the bandwagon; among its newest items is a garland of florals in salmon tones.

Show and Sell

While many customers have already planned to buy florals when they arrive at a gift shop and know exactly what they will do with their purchases, others need a bit more encouragement to consider purchasing the products. This, sources say, is where creative displays can make or break the sale.

“You can’t be passive with florals,” says Jones. “You need to ‘show and sell’ ”.

Creating a “flower stand” or two in the store constitutes a great way to pack a display punch. This can be done by placing multiple pots or other containers filled with individual stems, bunches and/or pre-configured, ready-to-sell floral arrangements, on a small cart in a high-traffic area of the sales floor. Buckets of stems grouped together and positioned on graduated risers produce the same effect. A small chalkboard with the word “flowers” or a phrase (like, “flowers, $xx a bunch) emblazoned on it lends another element of distinction.

“A ‘flower stand’ is sure to attract customers’ attention,” Howard says.

Some vendors also advocate showcasing the products as they would appear in a residential setting; for instance, by embellishing a mantel with a swag or garland or grouping individual stems in attractive containers or vases, and then placing them within room vignettes and using them as centerpieces for table settings. Pre-made floral arrangements can be merchandised in much the same fashion. Cross-merchandising florals with gift items that sell well with them—for example, candles and potpourri—works nicely too, Fann purports.

When merchandising florals, merchants should “stick to the ‘apples to apples and oranges to oranges’ theory,” she explains. Matching items in sets should be kept together and color coordinated, so it is easy for shoppers to find what they want and to encourage patrons to make florals an impulse purchase to go alongside what they had intended to spend their money on in the first place.

Caldwell agrees. “Grouping florals in one area doesn’t seem to sell the products the way showing customers how they would use them in conjunction with a home setting does,” she asserts. She adds that whether featured in vignettes or simply used as “accents” on counters, shelves or the like, florals command the highest degree of attention when placed in a vase or container with a complementary design. For example, DCC advises retailers to showcase its white irises in one of the company’s indigo blue vases, which tout embossed white iris silhouettes on their faces.

What’s more, even if some or all of their florals inventory is displayed in a more “traditional” fashion, merchants can—and should—devote a bit of extra effort to presentation. For wreaths and garlands, Jones likes the idea of suspending three to six pieces of each SKU on a rod or similar fixture; “it’s a commodity look, but it still lets shoppers see fairly clearly more of what is available”, he explains.

According to Mugno, arranging rows of containers of single stems—organized by color, yields good results as well. “A grouping of reds, with a grouping of purples behind it, etc. looks very nice,” she states. “Plus, it makes it easy for customers to look at colors and shapes one-by-one and decide what they would like.”

Chosen with an eye toward emerging trends and innovatively merchandised, florals will no doubt continue to plant the seeds for profitability in gift shops of all types and sizes.

RESOURCES

Allstate Floral & Craft
800-433-4056
www.allstatefloral.com

Decorator & Craft Corp. (DCC)
800-835-3013
www.dccgifts.com

Great Finds
402-228-7007
www.greatfinds.biz

KMI International
800-867-7455
www.floralkmi.com

Mills Floral Company
800-762-7939
www.millsfloral.com

New Growth Designs
252-752-6195
www.newgrowthdesigns.com

Regency International
800-782-7810
www.regency-rib.com

Right Choice USA Farms
800-371-2338
www.rightchoiceusafarms.com

Dish It Up!

By April Miller — Tue, 21 Dec 2010 00:00:00 GMT

Sales are up for many tabletop and kitchenware vendors. “Our order book for next year reflects more confidence for 2011 than we have seen in the past two-and-a-half years,” says Jeff Sacks, president of San Diego–based Global Amici.

Susan Dickerson, CEO of Crow Canyon Home, in San Ramon, California, agrees: “We have seen a definite upward swing in business, starting about eight months ago. It’s hard to get inventory in quick enough to replenish my stock!"

Tempting Trends

Bright and cheerful hues are capturing a lot of consumer interest. At Mustardseed & Moonshine, National Sales Manager Diane Seidle says strong and bold pieces are doing well; with orange and turquoise particularly hot. The company, based in Cape Town, South Africa, makes botanical-shaped high-fired earthenware, all of it oven-, dishwasher- and microwave-safe—important for today’s consumers looking for decorative, yet functional, everyday items. Ramekins are the company’s best-selling pieces and an example of what she says consumers want: a great value for the price.

At Crow Canyon Home, red is the popular color. Dickerson says she’s selling more items in the hue than ever before. She also notes an interest in the 1950s “retro” look. For the last two years, its bakeware items, especially a rectangular jellyroll pan and cornbread/brownie pan, have sold well. “People are also very excited about our beverage dispenser,” she adds, “a large, signature piece that can be used with hot or cold beverages, inside or out.”

Nature- and floral-inspired pieces that provide customers “a sense of peace and harmony in their homes,” are a top trend, says Joe Woulfe, VP of sales and marketing for San Francisco–based Franz Collection. Some of the company’s best-sellers are its peacock, giraffe and butterfly collections.

Sales of Annieglass’ recently introduced Nature series (silhouette of a bare tree in winter and a bird on a branch in either matte gold or silver glaze on frosted or green glass) have exceeded founder Annie Morhauser’s expectations. “We cannot keep it on the shelves,” she says. “The shapes are small and meant to be a gift or stacked for a very casual tabletop because that is what I see the next generation wants.”

Recent Additions

Beatriz Ball’s new Izmir Collection for 2011 will be the company’s take on ancient motifs. “Today’s customer is sophisticated, has a global perspective, and she isn’t afraid to experiment with different styles and motifs,” says David Rivé, general manager of the Harvey, Louisiana–based company. “I see an increased eclecticism in home decor, and Eastern and Indian motifs are hot.”

The company’s best-selling items include its free-form Vento Collection and geometric Soho Collection. The pieces, as all of the company’s tableware, are made of an eco-friendly metal alloy and can be chilled, heated and used for serving. “We recently introduced a great Pedestal Collection featuring organic pearl styling,” Rivé adds, “and will bring out more in the Vento and Soho mode in 2011.”

To meet what she sees as today’s consumer demand for form and function plus affordable sophistication, Kristin Bowen, owner and designer of PlaceTile Designs (erasable ceramic products) recently debuted the Scroll Wedge MessageTile and the HangOver Tile. Unlike the company’s traditional standing boards, the Scroll Wedge allows one to write a message on a flat surface. The HangOver tile can be used as a hangtag for liquors, wines or gifts.

Mustardseed & Moonshine has a new trillium dinnerware pattern. Four new designs, all in a bold hue and green color combination: orange, yellow, purple and pink, are available.

Following the success of its Van Gogh collection (handpainted porcelain vases, teacups and saucers), Franz Collection is working with the Philadelphia Museum of Art to introduce other artwork—Picasso, Gauguin, Matisse and more—in the company’s porcelain tableware and decorative accessories.

Crow Canyon Home expanded its color options with a line of brown-and-white tableware, serveware and bakeware items. Two new designs from the company include a patriotic Stars & Stripes and Vintage, “solid white with contrasting red or blue rims, a classic look updated for today,” says Dickerson.

Cooking Up Sales

Displays of set tables and kitchen scapes allow guests at The Beach House II in Ocean Grove, New Jersey, to see how items may be used. Displays are re-merchandised frequently so that even regular customers find it new and interesting.

Four- to six-piece glassware sets and 16 to 20 piece dishware sets are some of the shop’s best-sellers. Sets, patterns and colors are mixed in displays, plus owner Catherine Morrisy adds other items from the store—glassware, teddy bears, iron arbors with hanging chandeliers—to encourage shoppers’ creativity. “Make it a setting a customer can get lost in and want to re-create at home,” she says.

Annieglass’ Morhauser adds that it’s important to show versatility. At a recent benefit, her pieces were dressed up and down: “displayed on garden stepping stones, silk, sand and steel,” she explains. “I recommend doing the unexpected.” Sacks, of Global Amici, suggests looking at vendor catalogs for new merchandising ideas or ask to use the company images on your store’s website.

Help customers with their gift-giving needs, and increase basket size, by packaging several items together. “If you are selling teacups, pair them with a dainty spoon, and tie them with a lovely ribbon and a gift tag,” suggests Reba G. Mistretta, former owner of The Shoppe at Shady Gables, Versailles, Missouri. Package mugs with hot cocoa and a fabric coaster; or colanders with pasta, sauce and an apron.

Both Mistretta and Carol Schroeder, co-owner of Orange Tree Imports in Madison, Wisconsin, recommend hosting in-store events: table-arranging or flower-display classes, demonstrations, cookbook signings, children’s etiquette and cookie-decorating classes plus food tastings as ways to establish your authority and attract customers. “Shoppers are looking for programs or simple educational opportunities,” explains Mistretta, “a way to spend some time with family or friends doing a fun and inexpensive activity.” Use bag-stuffers, e-mails, your website, Facebook and Twitter to promote the events. Offer a discount (event-day only) on merchandise highlighted in the class or demonstration.

April Miller is a Cleveland-based freelance writer and editor and a regular contributor to Country Business magazine. Look for her article on promoting handcrafted and folk-art merchandise in the February 2011 issue.

RESOURCES

Annieglass, Inc.
800-347-6133
www.annieglass.com

Beatriz Ball Collection
888-265-1069
www.beatrizball.com

Crow Canyon Home
800-777-0747
www.crowcanyonhome.com

Global Amici
858-547-6880
www.globalamici.com

Franz Collection, Inc.
415-296-8183
www.franzcollection.com

Mustardseed & Moonshine
516-829-4103
www.mustardseedandmoonshine.com

PlaceTile Designs, LLC
678-467-4776
www.placetile.com