Innovation Boost - Going Global - Craft Northern Ireland€¦ · Showcase 2015 (39th Year) Sun. 18th –Wed. 21st January 2015 (4 days) 10,000+ Irish & International Buyers 450 exhibitors

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Innovation Boost

Going Global: Export Craft

Development Seminar

Craft Northern Ireland

26th February 2015

The MAC Building Belfast Innovation Boost

Seminars – Going Global ©

Welcome!Francis Verling:- Verling Consulting

Image courtesy of SOFA USA

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Seminar Objectives

To provide information on export development for craft businesses – steps to successful exporting- how to ‘go global’


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Seminar Agenda

Where will we go

today?

Coffee - Networking

How will we take the

first step?

Q&A


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Why Export?


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The Benefits Of Exporting

1. Higher sales and profits

2. Reduced unit costs from increased production / batch runs

3. Trading stability through spreading the market risk

4. Raised standards through exporting, brings benefits to domestic markets

5. Increased profile in domestic markets


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Barriers To Export

The wrong product

Funds

Time & people resource

Competition

Currency Fluctuations

Business Practices

Taxes

The right partnersImage courtesy of SOFA USA

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Your Export Readiness


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Where will we go today?

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Getting there

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RoI

Population RoI : 4.58

million (2011)

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Size of the Irish Craft Sector*

Estimated Value of Output - €498m

– Value of Exports - €124.5m

– Value of Irish Market Sales - €373.5m

Estimated Employment – 5,771

(11,415 based on Census)

* ‘Economic Significance and Potential of the Craft Sector in Ireland’ – Report for CCoI

November 2010 – Indecon International Economic Consultants

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Showcase 2015

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Showcase 2015

(39th Year)

Sun. 18th – Wed. 21st January 2015 (4 days)

10,000+ Irish & International Buyers

450 exhibitors (91 craftspeople in Creative Island – 85LY)

Showcase Awards

– ‘Best Product’s Awards 2015 -3 Judges Sonia Reynolds, Eleanor Harpur & Natasha Sherling (open)

– Design & Crafts Council of Ireland Creative Island Award (CI exhibitors only))

– Design & Crafts Council of Ireland Craftsmanship Award (CCoI members only) (Judging on Sunday, 18th January TBC)

– Showcase Exporter of the Year Award (open)

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Edit

2014

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Stand Design

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Stand

Design

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Kilkenny Group

13 shops in RoI

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The UK

Population UK:

~60,943,912 (2008)

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UK Market

UK Craft market valued at c. £913m

‘10.9m people in England (40%) have purchased a craft object, a further 9.6m (23%) would consider buying a craft object’

132 registered galleries

32,000 designer/makers

Main exports – Ceramics,

– Jewellery

– TextilesSource ‘Consuming Craft’ Morris Hargreaves McIntyre –

2011 Crafts Council (UK)

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Export markets

Craft businesses

exporting to:

– UK = 64%

– US = 59%

– EU = 43%

– Asia = 43%

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Stats cont.

The main craft exporters*

– Wood 25% (of sales derived from exports)

– Jewellery 19%

– Textiles 15%

– Ceramics 6%

– Furniture 3%*CCoI Report 2005

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BCTFBritish Craft Trade Fair

Harrogate, Yorkshire

12-14th April 2015

Established over 40

years

Trade only

500 makers

(competitors)

Thousands of buyers!

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IJL – International Jewellery

London

IJL London –Sept. each year – London Olympia (6-8th Sept. 2015)

60th Year

10,200 visitors (trade)

600 Jewellers / jewellery suppliers (competitors)

Distributors, retailers and agents come to IJL from over 63 countries

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Collect London

Presented by the Crafts

Council – Saatchi Gallery

Gallery-presented public

exhibition

May each year – 8-11th

May 2015

museum-quality

contemporary craft from

35 international galleries

Sales?

https://www.youtube.com/

watch?v=32oKEfw-i44


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The USA

Population

USA:- 318.9

million (2014)

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US Market

Galleries are the preferred route-Collectable Fine Craft

142 Galleries est. across the states

Price points between $2,000 –$15,000

Market valued at $13.86bn of which

Collectable Fine Craft segment is $2-2.76bn of which

International Collectable Fine Craft is worth $200 - $400m

Main disciplines are – Art Jewellery– Ceramics– Glass

*The Market for collectable fine craft in the United States- Grace O’Toole for CCoI 2006 Image courtesy of SOFA USA

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US – Irish /Celtic Market

Ireland show Secaucus

Embassy Suites Hotel, Secaucus, New Jersey, USA

18th -21st April 2015

Showcase for the very best in Celtic giftware

Jewellery, Knitwear, Ceramics, Glassware, Metalwork, Fashion,Food Products, Heraldic Goods and Giftware

200 exhibitors

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NACTA

The North American

Celtic Trade

Association

Annual Celtic

Marketplace Trade

Show – Sept. in

Illinois USA.

220 retail members

https://www.youtube.com/watch?v=32oKEfw-i44

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Catalogues /

Online & TV

Gaelsong

Garnet Hill

QVC

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SOFA ChicagoSculptural Objects Functional Art

21st Annual Exhibition

Nov. 6-8 2014

Navy Pier, Chicago, USA

Gallery-presented art fair

80 dealers and 35,000

people attending

Sales at the fair are

estimated at $15-20 per

show

https://www.youtube.com/

watch?v=MhAAbW3rWy8


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Maison & Objet - Paris

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Understanding Customer

Needs

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Profiling Your Customer

Before doing market research you need a

clear picture of who your target market is

and/or how market research can help you

to identify that target market

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Seminars – Going Global ©36

Market Research

Is there a gap in the market and a market

in the gap?

Highly competitive markets – UK / US /

RoI

https://www.youtube.com/watch?v=MhAAbW3rWy8

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Consuming Craft – CCUK (2010)

Purchasing Craft– 40% of adults in England (16.9

million people) have purchased a craft object.

– active and potential buyers indicate a total market for craft –comprising heritage, traditionaland contemporary craft – of 26.5 million people, or 63% of all adults in England.

– 5.6 million craft pieces are purchased each year, by people living in England.

– A conservative estimate of the total value of these annual sales is £913m.


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Consuming Craft

Market demand is greatest for contemporary and ‘cutting edge’ craft: – 97% of currently active craft

buyers state that they either currently buy or would consider buying contemporary craft, and

– 90% state that they either currently buy or would consider buying ‘cutting edge’ work.

– 7% of currently active buyers ‘only or mostly’ buy ‘cutting edge’ contemporary craft.

– 10% of active buyers state they would buy contemporary craft but not ‘cutting edge’ work.


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Characteristics of craft market

– Female:

– Culturally Active:

– Professional or

Academic Interest:

– Curious Mind set

– Improving quality of

life


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Craft Buyers

– slightly older than potential buyers: 53% are aged 45 or above.

– more likely to work in the education, health and charity sectors.

– They are more frequent attendees at a wider range of cultural events.

– 1 in 20 state a professional or academic involvement with craft.

– 13% strongly agree with the statement, ‘the arts and culture are essential to my life’.

– 21% of buyers have taken part in a craft activity six or more times in the past 12 months, compared to 9% of potential buyers.


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Consumer trends relevant to

craft market

Personalisation:

Authenticity:

Ethical consumption:

The experience economy:

New ways of signalling connoisseurship: Image courtesy of SOFA USA

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Routes to Export Market

Designer / maker

Export Target Customers

Retailers Galleries On-line

Indir

ect

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Developing routes to

market

Why?

– Balance demand

– Greater efficiency

– Development of product range

– Utilise production capacity

– Time management

– Promotion & Profile

– Increase sales / profits Image courtesy of SOFA USA

Export Market Entry

Options

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Market Entry Options

On-line – www

– PayPal

– CNI Directory

– Crafts Council

– DCCoI Directory

• Etsy

• ebay

• Facebook

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Galleries

– Relationship

development

– Track record

– Uniqueness

– Investment

– Longevity

– Profile

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Retailers

– Selling through retail

outlets

– Attendance at trade fairs-

trade only

– Retailers mark-up varies

from depending on the

product

– Retail support ;

merchandising, packaging,

labelling, pricing,

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GiveIrishCraft.com

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Market Entry

Considerations

Selection of the appropriate market entry channels will depend on;– Business Objectives– Business Size

– resources– skills

– Product Range– Control requirements– Channel availability– Sales Volume

Requirements– Operating Costs– Investment Required

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THINGS YOU WILL NEED

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Your Story

Inis Meain Knitwear

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Online Presence

Photography

Shipping

Support

Pricing

Returns

Payment methods

Image courtesy of Alan Ardiff

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Brilliant

Images

Images courtesy of John McKeag,

Scott Benefield, Grainne Watts, Adam

Frew, Catherine Keenan

Export Support

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Directory of Trade Events –

Craft NI

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Craft NI - Export Research Travel

Support

Rolling basis for applications –download application online

Up to £150 towards costs of visit

Meet Craft Ni quality criteria

Paid retrospectively

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Invest NI – Solex Scheme

Up to 50% of costs to attend a trade event in GB, ROI or internationally up to

Max £2000.

Up to 3 visits for the same event

Apply twice within the financial year

Claim 50% of an airfare and

up to £75 per night for accommodation.

Costs can include stand costs, additional stand equipment, transportation of work etc

Fast response

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Agencies / organisations

Crafts Council – www.craftscouncil.org.uk

Craft Northern Ireland – www.craftni.org

Design & Crafts Council of Ireland – www.dccoi.ie

Invest NI – www.investni.com

Business Link – www.businesslink.gov.uk

Federation of International Trade Associations – www.fita.org

British Council – www.britishcouncil.org

Foreign & Commonwealth Office – www.fco.gov.uk

Irish Exports Association – www.irishexporters.ie

Irish Embassies Abroad – www.dfa.ie

Central Intelligence Agency – www.cia.gov

Artful Home - www.artfulhome.com (US Gallery)

Central Statistics Office www.cso.ie

M+A Expodatabase http://www.expodatabase.com/

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International Trade/Craft

Fairs

Showcase – Dublin – January www.showcase.ie

Collect – London – January http://collect.craftscouncil.org.uk/

British Craft Trade Fair – Harrogate - April www.bctf.co.uk 500 exhibitors in 2009

Pulse – London – June – www.pulse-london.com

Home & Gift – Harrogate – July www.homeandgift.co.uk

International Jewellery – London – Sept - www.jewellerylondon.com

The Great Northern Contemporary Craft Fair 2010 Manchester-October – www.greatnorthernevents.co.uk/

Top Drawer Autumn – London – Sept www.topdrawerautumn.com

100% Design – London- Sept – www.100percentdesign.co.uk

Origin: The London Craft Fair – October – www.craftscouncil.org.uk

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International Trade/Craft

Fairs

Maison & Objet – Paris –Sept –– www.maison-objet.com

Premier Vision – Paris –Sept –– www.premiervision.fr

Origin: The London Craft Fair – October –– www.craftscouncil.org.uk

SOFA – Chicago –November –– www.sofaexpo.com

http://www.craftscouncil.org.uk/

http://www.craftni.org/

http://www.ccoi.ie/

http://www.investni.com/

http://www.businesslink.gov.uk/

http://www.fita.org/

http://www.britishcouncil.org/

http://www.fco.gov.uk/

http://www.irishexporters.ie/

http://www.dfa.ie/

http://www.cia.gov/

http://www.artfulhome.com/

http://www.cso.ie/

http://www.expodatabase.com/

http://www.showcase.ie/

http://collect.craftscouncil.org.uk/

http://www.bctf.co.uk/

http://www.pulse-london.com/

http://www.homeandgift.co.uk/

http://www.jewellerylondon.com/

http://www.greatnorthernevents.co.uk/

http://www.topdrawerautumn.com/

http://www.100percentdesign.co.uk/


http://www.maison-objet.com/

http://www.premiervision.fr/


http://www.sofaexpo.com/

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Further research

Craft NI: http://craftni.org/resources/

DCCOI: http://www.dccoi.ie

Crafts Council: http://www.craftscouncil.org.uk/

Keynote: http://www.keynote.co.uk/

UK National Statistics : http://www.statistics.gov.uk

Central Statistics Office: http://www.cso.ie/en/index

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Preparation for a market

visit

Have you;– Set detailed objectives– Completed your market

research– Developed a prospect list– Warmed up the prospects

via introductory calls– Forwarded support

literature– Prepared your presentation– Facilitated translation– Packed the tools for selling

• brochures, samples, sales presentation, proof etc


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Market Visits

Options for market visits:– Trade missions

– Exhibitions

– International conferences

– Direct visits to potential customers

– Understand the “feel” of a place

Only fools rush in!


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Export Development Summary

1. Develop your vision

2. Review your capabilities

3. Research the market

4. Select your preferred route(s)

5. Contact intermediaries

6. Set joint goals

7. Support your partners

8. Monitor and review regularly

9. Be opportunity alert Image courtesy of SOFA USA

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Thank you!Images of craft objects courtesy of SOFA USA

http://craftni.org/resources/

http://www.dccoi.ie/


http://www.keynote.co.uk/

http://www.statistics.gov.uk/

http://www.cso.ie/en/index

Documents

Innovation Boost - Going Global - Craft Northern Ireland€¦ · Showcase 2015 (39th Year) Sun. 18th –Wed. 21st January 2015 (4 days) 10,000+ Irish & International Buyers 450 exhibitors