Since July 2021, Eva Olbrich has taken over the administration of Creativeworld, commerce honest for the worldwide interest, craft and artists’ provides sector, along with Christmasworld, the worldwide commerce honest for seasonal and festive ornament. On this interview introduced through press launch from MesseFrankfurt, Olbrich shares her experience for the preparations for the strongest-selling and most emotional time of the yr.
What artistic traits have you ever seen in 2021 that you just assume shall be fashionable this Christmas?
Eva Olbrich, director Christmasworld and Creativeworld, Messe Frankfurt Exhibition GmbH: It is extremely apparent that DIY skilled one other growth throughout Corona. Do-it-yourself is extra in vogue than ever earlier than, individuals had time once more for lovely and inventive issues. The subject of sustainability has additionally gained in significance.
Attention-grabbing DIY traits which are additionally applicable for Christmas are selfmade and customized wrapping paper and packaging – right here, for instance, via batik or the Japanese variant shibori, which additionally works on paper.
As well as, display screen printing is experiencing a renaissance. Lettering and Christmas motifs may be printed on all kinds of surfaces – for postcards, but in addition napkins or tablecloths. Full units for crochet, embroidery patterns, hand-lettering units together with directions or printing units may be supplied as present concepts. It’s also very fashionable to make your personal paints, for which there are additionally full units that enrich the vary.
What traits do you see in festive ornament?
For instance, “blackboard baubles”, which may be designed with chalk, add your personal contact to the Christmas tree. Balls product of glass, ceramic or cardboard may be individualized with pens. Glass baubles which you could fill your self with pure twigs, moss or feathers are additionally a pattern and set sustainable accents. Or deliver actual Christmas bushes into the store, dangle them the other way up for the presentation of products within the store or within the store window – that is an absolute eye-catcher and attracts prospects. Nature performs a giant function within the ornament: dried orange peels may be reduce out with Christmas biscuit shapes and make a gorgeous desk or window ornament. There’s a variety of pure decorations from florists’ requisites at Christmasworld and Creativeworld. Take advantage of the product worlds and traits at Christmasworld and Creativeworld and create your personal model.
What are your ideas for small retailers who need to enter new product strains this Christmas?
The need for a sustainable way of life is at the moment better than ever – additionally take this pattern into consideration when placing collectively your assortment. Put your Christmas store below a motto – for instance “Inexperienced X-Mas” or “Merry, Sustainable Christmas”. Enhance all the pieces with pure supplies, with out plastic solely with glass, ceramics, wooden, felt or related ornaments.
The brand new strains may be promoted via interesting window dressing. You possibly can optimally put together a unprecedented procuring ambiance now. Bear in mind, prospects need to really feel merchandise once more, strive them out and hearth their creativity within the course of. The store window is your flagship. Promote your promotions there. Put a Christmas tree within the window with self-designed baubles and provide help within the store for the artistic design of the baubles. Present make different ornaments. Present what you are able to do! Present your energy and your competence.
As well as, particularly for this Christmas enterprise, the main focus is on private trade: if you already know your prospects properly, you possibly can very properly level out new merchandise to them and decide up on their wants and preferences.
The variety of youthful individuals taken with DIY has risen sharply. How can small companies enchantment to this age group and on the similar time retain the shoppers of the older era?
Right here, for instance, there may be the subject of road artwork, which attracts younger individuals particularly. A show with matching spray cans and markers suits into each artistic store. Right here, too, genuine and competent recommendation is vital. Hand-lettering remains to be in demand throughout generations. However a variety of merchandise similar to Christmas tree baubles with Star Wars motifs or emojis additionally entice younger individuals to the store. Crochet and knitting are fashionable with younger and previous and may seem within the assortment.
The youthful era may be reached properly through social media channels.
To achieve each goal teams equally, a mixture of workshops, stay actions within the store and social media might be one of the best answer.
How vital is an efficient social media marketing campaign/presence within the run-up to Christmas this yr? Do you’ve gotten any recommendation for small companies making a advertising and marketing plan for this season?
Social media is essential, particularly for the youthful era.
Our Shopper Items Digital Day supplied thrilling displays on this matter. On our web site conzoom.options you possibly can watch lectures on “Understanding social media content material” or “How does influencer advertising and marketing work even with a small finances”.
In all social media actions, it is very important stick with oneself and solely current the core competences. Closeness to the client is feasible via private contact. Right here, trend-oriented subjects are significantly appropriate – this presupposes that you just hold your self knowledgeable concerning the newest traits in the marketplace and keep tuned.
Moreover, positioning is vital: who am I, who’re my prospects and the way do I need to be perceived? This additionally determines the channel I select for myself – Fb or Instagram.
Don’t underestimate the time dedication that social media entails. The accounts need to be properly maintained and the followers need to be properly taken care of. So if you wish to construct up your neighborhood, you need to put in manpower. Younger staff or trainees who’ve a excessive affinity for social media might help right here. Pupils and college students are additionally pleased about part-time jobs the place they’ll flip their interest right into a career.
Do you are expecting that sustainability shall be a key expectation for small retailers in terms of Christmas packaging? How can companies present their prospects that they care concerning the planet?
The themes round sustainability similar to recycling, DIY, repairing and second-hand shall be with us for a very long time to return, in accordance with our pattern specialists from the model company Stilbüro bora.herke.palmisano, who develop the Christmasworld, Paperworld and Creativeworld traits for us.
It’s undoubtedly value beginning with small steps. What is especially noticeable in a constructive manner is if you do with out superfluous packaging and plastic. Or when you provide packaging and ribbons constructed from recycled supplies and use them your self. As well as, providing regional producers is an indication of sustainable motion. This may also be marketed within the store window. A bicycle rack in entrance of the store is an announcement. Search for a specific vary of sustainable merchandise (papers, paints, stars, decorations, and so forth.). The theme can be turning into extra seen at our commerce gala’s.