Great article from The Washington Times called Boomers Fault Fashion by Anne D'Innocenzio (Associated Press).

It addresses the disconnect between the the fashion needs of the young-minded active 50- and 60-year old and what she sees in the store. After my recent bathing suit search I'd like to add 40+ to that list.

The fashion industry is missing a huge opportunity to reach out to fashion conscious Baby Boomers who want something in between the flimsy, spaghetti straped tops and size 0 skinny jeans  marketed to teenagers and the tropical floral rayon shifts and elastic-waist knit pants marketed to the over 21 crowd.

In descrbing the women interviewed for the story D'Innocenzio says "While their bodies may be aging, their spirits are not."

AMEN!

True story- bathing suit department in JC Penney's 12 hours before I leave for vacation in Florida- I had been to every other store in the mall. Every bathing suit over size 10 was a large floral print in the worst color combinations I have ever seen. No linings, skinny straps or just wide blousy expanses of fabrics. Nothing priced at under $115. Very demoralizing. I turn the corner and come across a woman about my age and size crying , right there in the middle of the bathing suit department in Penney's! I stopped and asked her if she was Ok. She said she was just so embarrassed that she couldn't find a good bathing suit and that she felt so ugly and hopeless. She didn't want an old lady bathing suit. She said she'd pay anything to find something a simple well-fitting bathing suit. Anything!

I gave her a tissue and told her to go home and pull up the Land's End website.

Here is a demographic that has money to spend and nobody can figure out what they need. More likely nobody wants to figure it out. I would imagine it is difficult making fashion that has broad appeal and fits a range of body parts with pooches and folds where they didn't exist 30 years ago. Even the much-touted Chicos has stumbled a bit.

Difficulty finding interesting, fashion forward clothes may be driving women back to sewing. At the very least it is driving women towards purchasing younger-looking accessories (handbags, shoes, belts, jewelry) because they are easier to find or make.

Another opportunity is embellished fashion. Plenty of clothing items with simple lines and fabrics can be found. Craft stores can help consumers take these basic looks to a designer level. Trust me on this- go to a really chic fashion boutique- especially if you are travelling in Las Vegas- and you will see that the silhouettes are basic. It's the glitz on the top that makes the wow.

If I were to give advice to a fashion manufacturer on how to appeal to this "difficult customer." I'd say: try better fabrics and construction, tone down on the oversized floral prints, explore some shaping and decorative seaming. Create pieces that coordinate without being matchy-matchy. Add a decorative detail here or there. It's really not that complicated.

Don't we all want clothes that make us feel good?--Beth

A large electronics retailer experienced a hailstorm of publicity over recent layoffs of hourly employees on the top end of the pay-scale. The employees were replaced with new hires who were willing to work for less money.

I'm sure Wall Street wil be watching this company very closely over the next few months to see if the employee issue influences service and ultimately sales at the company.

The retailer's move seems counter-intuitive to me. Most retailers are struggling to find dependable employees who have an aptitude for operating the cash register and basic customer service skills. It seems to me that having experienced employees would be an asset. And with national surveys showing people are extremely unhappy with the customer service they've been getting from retailers and service providers, why make a move that could jeapordize your customer service?

Electronic products must sell themselves.

OR, this retailer has found that its customer is more informed than in the past and that employees are often reduced to the role of finding a product on the shelf or checking out a purchase. The consumer is likely doing some research, probably on the Web, to learn about product features and prices, then going to the discounter and buying.

Craft retailers- don't follow this example.

Unlike electronic products which are used for the same tasks- to broadcast TV shows, play music, etc. etc. craft supplies can be used in a myriad of ways. Most craft supplies do not come with a little stapled booklet with instructions in four languages on how to install and use the product. Plus, people are discovering new uses for craft supplies every day. The beauty of the products we sell is their versatility.

Yes, our consumers are becoming more informed about product uses through television programming, magazines, books and especially the Internet. But often there are so many more possibilities that can be shared with that customer. Independent craft retailers who want to diffferentiate their stores from competitors need product-knowledgeable employees. In our business, longevity and experience are definitely a plus.

Before you make any move to cut employee pay or reduce your minimum pay rate, think about how this will impact your bottom line in other ways. Low paid employees generally aren't as invested in your business as those who are better compensated. Talented people are likely to find better paying jobs because they have a better skill set. If you are lucky enough to find a gem who started at a low wage, find other ways to compensate that person to keep her bonded to your business. If that employee is a star for you, she can be a star for someone else for another two dollars an hour.

I hear you, money doesn't grow on trees- if only. And, when cuts have to be made, every cost center must be examined. We've all had to do the hard thing. I'm suggesting that before you take any action- look at the long term impact. Lowering wages may have hidden repercussions on your business that with time build and become difficult to overcome.

Good employees can help you through the tough times- in fact they may have great cost-cutting ideas that you haven't considered.--Beth

Looks like folks did their Easter basket shopping early. A quick tour of stores shows indicated that stores either bought well or ran sales to move Easter product out early.

Overheard in the aisles-- confusion on how to put a basket together.

Crafters particularly, are interested in creating their own Easter Baskets, they are less likely to go for the pre-assembled baskets found in mass  merchandisers. Savvy retailers will identify ways to move core product out via a seasonal sale.

Easter baskets and candy go hand in hand but many moms are looking to add other value in the form of art supplies and small gifts. The thing is they don't always think of what will work while they are shopping in your stores.

Consider suggestive selling for basket-worthy seasons like Easter and Christmas. At the same time you can generate store traffic. Here's how:

 Have employees assemble baskets using products from your store in different price ranges that your market will bear: $15, $25. $50. Have a least one big basket- there's always some zealous dad (I'm married to one) or grandma (his mom) who wants to have the BIGGEST basket available.

If you don't sell candy, partner with a local store that does. Use their candy and put some of your baskets in their store.

Consider baskets for older children and adults too. Instead of a tulip that will be bloomed out within days, wouldn't an avid scrapbooker prefer some cute stickers, some paper and a new punch?

Use items from all over the store, everything does not have to be easter themed!This could include, but not be limited to, art  materials, stamping & Scrapbooking products, threads and yarns, polymer clay, toys, plus, activity kits, etc etc. The  more you can make the basket look big or full at a seemingly low retail price, the better.

With each basket, have a list (ideally a copy they can take with them) of the items included, what they cost,  and where they can be found in the store.

You can raffle the baskets off the Saturday before Easter (pick a name Friday night) or you pre-sell them and have the customer pick the basket up on Saturday.

Of course you can always break up unsold baskets. Return the product to the shelves and eat the leftover candy!

Wishing all my industry friends Happy Passover, Happy Easter and a beautiful Spring!--Beth

Last night I attended an exciting press event at New York's Parker Meridien Hotel sponsored by SVP Worldwide (the parent company of Singer, Husqvarna Viking and Pfaff Sewing Machines).

The purpose of the event was the announcement that SVP Worldwide and Martha Stewart Living Omnimedia have commenced a long term endorsement of SVP machine brands.

But what really got the media out of their offices was the fact that Martha herself would be speaking at the event. I was really pleased to see that despite the fact that it was the second day of Passover and an evening event, turnout was strong. It was the best turnout at a sewing event I've ever seen (and I've been to a few). Just shows you how  much star power Martha has.

The core sewing and craft pubs were there, but for the most part attendees represented national publications outside of our industry. Shopping magazines, women's titles and business publications. Lara Spencer taped a segment for Entertainment Tonight- sewing in Primetime! Wow.

There was a real warmth when Martha talked about her sewing-related memories. She recalled that the sewing machine was always set up in the kitchen at her childhood home. She talked about winning a Glamour Magazine contest of best-dressed girls on campus and the aspect that separated her from the others was that she made the entire wardrobe. She is definitely a person who knows  her way around a sewing machine and she strongly believes in the merits of learning how to sew.

SVP Worldwide CEO Don Fletcher said, "Martha brings extensive experience and a passion for sewing to our newly formed relationship. Our shared vision to inspire the sewer and elevate creativity will provide endless possibilities for sewers."

SVP spokespeople consistently referred to Martha's role as a "sewing mentor." I hope that means we'll see more sewing information on her shows, in her magazines and on her website.

This new relationship will have an uplifting effect on the entire sewing category. Simply put, the more messages people get about sewing the better. And when sewing machines are demonstrated on TV shows- people who don't normally shop our stores see how easy they are to use.

Other sewing machine companies have made inroads with TV coverage as well, suggesting that producers are more open to sewing & crafting segments. For example, Brother and Janome Machines were featured on The View- Rosie O'Donnell has been talking about sewing quite a bit on the Show.

Retailers-  if you aren't doing so already, take advantage of all of this national coverage to generate PR on a local level. Let local  newspapers and TV stations know that people are talking about sewing because of Martha, Rosie and Project Runway. Use this as an opportunity to position your business as a place for sewing education.

I encourage shops to band together to generate this PR, it makes a stronger story for the editor- so quilt shop owners, sewing machine dealers and fabric store owners- cook up a plan to get people talking about sewing in your community!

Let me know how I can help-- Beth

Last night television news magazine 60 Minutes ran a compelling piece on how changes in Antartica, specifically in the number of new penguin births and melting glaciers are an indicator of global warming.

Recently, there seems to be a turn in the tide of public opinion about global warming. I find that many of the people I know now agree that it is happening and that we should be concerned. However. they don't know what to do about it.

Today, BBC News featured the UK's environmental secretary who suggested that rather than just having his own department worry about it, that global warming should also be a concern of ministers who deal with finance and business. Linking global warming with business is a smart strategy to get people talking about environmental issues.

In the March/April issue of CNA we published an article about craft industry companies that were making Green initiatives and conservation part of their corporate plans. My hope is that if readers took something away from that article it is that environmental considerations aren't just good for the world, but that they can be good for business as well.

There are many resources available to advise businesses of all sizes on how to conserve natural resources, reduce pollution and to recycle. Most states have offices dedicated to just that thing. Additionally utility companies can offer advice and at the very least have you evaluate your current energy usage and how you can reduce that usage without feeling harmful effects. If you are planning to build a new structure or refurbish an existing one, I urge you to contact your state offices and utility companies and ask about any financial incentives offered to companies building Green structures. A small investment upfront could save you money down the road.

Your service and raw materials providers can help as well. For example, companies that handle your cleaning services or sell you your cleaning supplies may be able to help you identify Green cleaning products that do the job with fewer harmful chemicals. Your packaging materials provider may  be able to direct you to recycled products.

Another thing to do is to consider the waste generated as a by-product of the manufacturing process, returned orders, damaged goods etc. Usable craft supplies, no matter the packaging are highly sought after by schools as well as youth and senior centers. Or challenge students in the engineering department of your state university to come up with a new use for manufacturing by-products- what to do with all those loose fibers or metal cut-outs.  

Let's keep the dialogue about craft industry companies + green business practices going. Please share your experiences, good and bad so that industry colleagues can learn from them. Share them with me . I love learning from you!-Beth

Just returned from a trip to Disney with my four-year-old son. What a remarkable place to study customer service.

I wish I had the sticker concession for the Magic Kingdom. Disney is one company that has mastered the value of the Sticker Reward. Each worker has some kind of sticker, from the security guards who check your bag at the gate, to the photographers and wait staff. The stickers were different too, so my son has a junior security helper sticker to save next to his Mickey and Goofy.

Craft industry retailers would be well-served to invest in some stickers to distribute to children accompanying shoppers. Make up your own customized stickers or load up on closeouts from the many sticker manufacturers. If they are different each time it is good.

For a few pennies you can engage or distract a child, thus earning the gratitude of the consumer. If kids look forward to coming to your stores to get stickers- mom is inspired to come more often.

Brainstorming here... what if the craft industry helped the Disney folks come up with "Wait in line" craft projects. A little craft activity sure could take the edge off off a 45 minute wait for the Flying Dumbo ride.

Or what if crafting was just another of the activities at the park? What if we sponsored the "scrapbook your memories" pavilion where folks could download digital pictures and make the scrapbook before they leave the Park?

I couldn't get over how many little girls were dressed up as princesses. Oh, I would have loved to line them all up for one shot of how fabrics and trims have been combined by moms and grandmas to create the princess dress to wear to the park. SO cute. What if the craft industry sponsored the "Decorate your own princess dress pavilion." I'm telling you, kids of all ages were lining up to have their hair braided, to buy one of a dozen versions of Mouse Ears and get their faces painted.  A visit to Magic Kingdom is fashion parade. The kids  not dressed up as characters were part of families all sporting matching shirts. Total eye candy.

By the time we get to Florida again, my ideas for inserting crafts into the day-to-day operations could be a reality. It is a magical place after all. A place where dreams come true!- Beth

One of the trends I reported from the CHA Shw (Scroll waaaaayyy down and you'll see it) was a lot of inspiration in baby themed crafts for gifting, decorating and dressing. Retailers can take some inspiration from two recent television references.

One was on the Gilmore Girls (ok, I confess, I like the banter).Lorelei, a woman known in her communicty for crafting, sewing and decorating puts together the baby shower to end all shows for her daughter's friend. One of the activities- all of the guests get to decorate a onesie.

So each guest got to decorate a little tiny onesie with paint. Here's where TV met reality. True to the reaction of most non-crafters but in a crafting situation, some got nervous and "messed" up. If this Inn thing doesn't work out- Lorelei could be a great teacher because she encourged Sally Struthers to turn her mistake into something cute.

Decorating onesies- CUTE idea for a baby shower and an example of how retailers can help create unique celebrations for parties. Stick with embellishment techniques that are bonded to the fabric- Fabric paint is excellent. How about computer generated images that can be ironed on. A little photo of Mimi + PopPop maybe? A photo of dad (or mom) that says My Hero. Or heat transfer letters for unique names? Tie-dyeing techniques.  I would advise having extras on hand in case someone makes a boo-boo.

The other reference I saw was a teaser for an entertainment show on Tori Spelling's  baby shower. If only I could have gotten a closer look there were lots of great gifty ideas to mine there.

I did get a good look at the Sippy Cup Cake that with rows of bottles and cups built up like a wedding cake and tied with wide ribbons. It didn't beat the cellophane-wrapped Washcloth Hoagie I got for my baby shower but it sure was practical!

Women who don't craft any other time love to make clever things for baby and bridal shows. When you see a cute idea, get a picture or sketch and come up with your own version. Display these cute ideas in your store and share them with your local media.

There's nothing better than helping people craft for a baby celebration, well except maybe to babysit later-. Have a great weekend- Beth 

News via Jenny Hart, a founding member of the Austin Craft Mafia:

Craft Congress, the first-ever gathering of the DIY/indie craft movement¹s
leaders will be held in Pittsburgh, Pennsylvania, on March 31 and April 1,
2007.  The goal is to build connections between the movement's organizers
who have been primarily working in their communities; Craft Congress
attendees will share knowledge and experience, creating a network and
fostering the movement¹s growth.Fifty participants from across the U.S., Canada, (and one from England), will attend this gathering of leaders in the increasingly popular craft subculture.

If you don't know Jenny Hart, she is the designer.creator of Sublime Stitching, an embroidery pattern line promotes as "Not Your Gramma's Embroidery." She is a talented crafter/artist who has done a lot to bring the efforts of young and independent craft designers to the attention of our industry. It doesn't surprise me that she'd be participating in this first ever Congress, Jenny is a woman who celebrates traditional techniques by adding her own spin. She represents a future generation of designers and customers that we have yet to speak to in any direct way.

Craft Congress is organized by the creators of Handmade Arcade,
 Pittsburgh's first indie craft fair, which began
in 2003.  The idea grew from the indie craft community that was forming
across the country, primarily via the internet. Countless websites, web
stores, blogs and forums connect crafters. These new crafters are mostly
young women, in their 20's and 30's, who delight in combining retro images
with traditional craft techniques to produce practical items with an
off-kilter, humorous streak. There is no right or wrong.  If anything, the
movement is defined by its eclecticism.

Fueled by internet relationships, the number of indie craft fairs across the
U.S., has tripled in recent years. Craft Congress' goal is to strengthen the
indie craft community by sharing ideas, experiences and discussing the
future of indie crafting. Portions of the sessions will be podcast for those
who are not able to attend. Participants will discuss best practices and
explore ways to expand their markets, techniques for guerilla marketing,
business challenges, such as big box stores' attempts to rip off the diy
aesthetic.

The press release included this interesting factoid:

A recent survey of 100 indie crafters found that over 25% have recently
switched from part time crafting to full time. Almost 85% report their 2006
sales were up from 2005.

Not all of these indie crafters design patterns, many design their own fashions, jewelry and home accessories. What makes them so interesting to watch from the craft industry perspective is how they are showing a new face of the crafter to their local communities. Typical to their generation they use the Internet to network and connect. They are buying supplies in our stores but they are experimenting with new uses. They are parlaying their passion for crafting into a social network as well as an income generating venture.

Members of these groups are fierce, but only in the context of their name and the belief in the merits of crafting for personal expression. I'm not sure what  "rip off the DIY aesthetic," means but I can only guess it has something to do with backlash against the proliferation of cheap  "handmade crafts made in China."

By just doing their own thing, these indie designers evangelize for crafts. Their events show young people that crafts don't have to be left behind with the Scout sash or that a quilt doesn't have to incorporporate a traditional design. Without any design help fron the craft "industry" these folks have expanded their crafting horizons and are bringing us new converts.

Exciting!- Beth.

The year I was a sophomore year at Drexel University the school made history by requiring incoming freshmen to own a personal computer. This is a common practice today but at the beginning of the 1980s it was pretty radical. We used Macs at DU, my experience for the most part was limited. Admittedly, I quickly learned that clothing alteration services could be exchanged for typing services so I avoided that computer at all costs.

Fast forward 20+ years and I am back in the world of Apple computers, which are frequently used in the publishing world. Podcasts are a new feature at www.cnamag.com and I am learning how to record and edit the podcasts to prepare them for posting. So I contacted my local Apple Store to sign up for a class.

The Apple Store was an unusual and fascinating experience for me. When I first walked in, I wasn't sure what to do or where to go but within seconds a staffer had greeted me and directed me where to wait. that same person checked in with me every few minutes to let me know they would be starting soon (showing me I wasn't being neglected). No worries. I took advantage of the time to observe.

I am not what you'd call an "early adopter" of technology, in most cases I have learned new skills only after being thrown off the deep end.  Just "overhearing" other conversations showed me there were a lot of folks like me in the store. For the most part, the staff of men and women were young - 20s and early 30s but the clientele was diverse on all levels.

When an associate greets you they determine the need and get you signed up for help. You can take the next available appointment, but if you need to run an errand you can sign up at any available appointment. So, you can go grab lunch and know at 1:20p.m. someone will greet you by name and help you.

Clearly this staff was trained to put people at ease and not make them feel stupid because they didn't understand something.   Lucky me, I got a (free) private podcasting lesson which turned into "what did you want to do," and the young man who helped me walked me through and patiently answered my questions. Gauging my uncertainty, he asked a lot of questions about how I used my computer. Now I am signed up for an annual education support program that for less than $100, I get 50 hours of staff time for training or repair. Money well spent aready.

Other neat things-There was a very high staff to customer ratio. Employees were constantly moving and engaging people or checking equipment displays. No hanging about chitchatting.

Employees used handheld credit card scanners, no need to wait in line at the counter, they come to you, do the transaction and boom, you're done. A children's area was set up low to floor so that little ones could just sit down and play a computer game. What better way to show future customers that Apple products = fun.

How can I best describe the mood at that store? Fun and upbeat, not in a silly way but in a "hey I like the people and I got what I needed done kind of way." I felt more confident when I left the store. 

Looking back I have to smile at the savviness of selling me that "help" package. When they sold me that customer service, they also earned dozens of return visits to their store. Sure, I go there with the intent to learn, but then I remember my niece's birthday is next week and she'd love an iTunes gift card and so on and so on-Beth

A large part of my job is tracking trends and to know what is going on in the industry- quashing inaccurate rumors or getting the real story of what is happening. Having served as a media contact for manufacturers and organizations, I am ever aware of how a reputation can be irrevocably tarnished by a comment made in anger.

Often industry friends clue me into some response threads on website forums that are so misguided, and shall I say venomous, that they strike me speechless (That's right... pretty hard to do).

I think forums are a great thing, when used responsibly. They can be an excellent resource for identifying problems with a product or service or at least getting immediate consumer feedback on something. Wise companies monitor key forums to know what their customers are thinking.

What makes me sad when posts to discussion groups are used as a billy club by someone with a personal agenda. Nasty comments made behind the anonymity of a web moniker diminish all of us.

Craft industry companies that offer forums for customers to communicate with each other do it in the spirit of promoting the sharing of ideas and making personal connections. But no matter how many times you say "the editorial comments of this person are not necessarily the views of the sponsor," the negativity is still associated with you.

Friends, just because something appears on a forum or message board, it doesn't make it true. In fact, when I have spoken to companies that have been on the receiving end of the nasty messages, their side of the story is quite different. Consider that there are three sides to every story- yours, mine and the real one- there is a lot of room for interpretation.  Unfortunately it only takes one snarky comment to create a firestorm of negativity.

We are all entitled to an opinion and those opinions will vary wildly, it's how we express those opinions, the choice of vehicle and words that can change a truth into an attack. What you send in an email or what you post on a website can last for years.

It’s a tough call, how strictly do you monitor message boards and how do you determine what is “appropriate?”

What do you think? Have you ever been on the sticky end of a nasty web post? Are you a web site forum moderator who has “seen it all”? How are you monitoring forum posts related to your business? I’d like to hear from you directly. Please share-someone else can learn from your experience and advice.-Beth

 Email me at Beth.Mauro@fwpubs.

I didn't watch much of the Academy Awards last night. I find that the highlights on the morning news give me a good enough snapshot of the event so that I can make small talk later. But the Oscars are on my mind because of how the entertainment industry influences lifestyle trends.

There seems to be a whole industry built up around the Academy Awards and other shows like it. There are the shows before the shows, fashion reports forecasting what may or may not be on the red carpet and then there's the whole segment about the food and decorations at the famous parties that take place after the event.

Obviously, the public is eager for a birds eye view into the lives of entertainers. We want to go into their homes, eat the food they eat, wear similar clothes, style our hair the same way. Oh, and we want to do it on 10 cents on a dollar.

That is where the knock off artists come in. Now in sewing, craft and home decor it is very common for designers to be inspired by something on a movie set or a dress on the runway. Dressmakers have been replicating gowns seen in couture shows and movies ever since newspapers have been printed.

Here's what gets my goat. We glorify the ready-to-wear designers who sit in front of the television set, sketch a dress line for line, race to the studio to source fabric then drape it to manufacture an excellent copy for sale within 48 hours.

I could wax eloquent about intellectual property and how the designer's original idea will make millions of dollars for someone else.  But the issue is that for the most part, consumers think it's perfectly fine to mass manufacture a product that is someone else's original idea.

In an age where intellectual property litigation is on the rise, consumers (for the most part) don't get what the beef is. That's why in our vigilance to combat copyright infringement, there needs to be an educational element. 

That's also why manufacturers tell me that rather than dwell on someone copying their successful products, they make sure they are one step ahead. Invest in a fight over copyrights or invest in R&D for the future? Savvy craft product manufacturers have learned from high profile designers... compete with creativity and leadership.--Beth