Apparel Fashion Sewing

© 2007 Ipsos Insight. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information.

Presented at 2007 CHA Winter

Convention & Trade Showon January 30, 2007

Ipsos Insight, Inc.100 Charles Lindbergh Blvd.Uniondale, NY 11553www.ipsos-insight.com

CHA Attitude & UsageCHA Attitude & UsageStudy UpdateStudy Update

Rev. 2/20/07

© 2007 Ipsos Insight. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 22

CHA Attitude & Usage Study UpdateCHA Attitude & Usage Study Update

Speakers:

Sandy GhezziVice President, Marketing,Member Services and Education

Margaret HungDirector, Client Services


CHA Attitude & Usage Study UpdateCHA Attitude & Usage Study Update

CHA conducts the yearly Attitude & Usage study of the US craft & hobby market.

Quarterly updates available for free to CHA members.

Offers retailers and manufacturers important information to help for future planning and business growth:

Emerging trends in the industry

Shopping behaviors including internet purchasing

Consumer attitudes and behaviors

Data for 12 months ending November 30, 2006.


Who is Ipsos?Who is Ipsos?


Ipsos Quick FactsIpsos Quick Facts

FoundedFounded19751975

FoundedFounded19751975 Offices In Offices In

42 Countries42 CountriesOffices In Offices In

42 Countries42 Countries

Over 5,000Over 5,000CustomersCustomersOver 5,000Over 5,000CustomersCustomers

Over 6,000,000Over 6,000,000Interviews per yearInterviews per year

Over 6,000,000Over 6,000,000Interviews per yearInterviews per year

Over 1,000,000Over 1,000,000HH on US PanelHH on US PanelOver 1,000,000Over 1,000,000HH on US PanelHH on US Panel

Over 4,000Over 4,000EmployeesEmployeesOver 4,000Over 4,000EmployeesEmployees

Globally, 4Globally, 4thth Largest LargestSurvey-based MR FirmSurvey-based MR FirmGlobally, 4Globally, 4thth Largest Largest

Survey-based MR FirmSurvey-based MR Firm

Research inResearch in100+ Countries100+ Countries

Research inResearch in100+ Countries100+ Countries


Ipsos Around the WorldIpsos Around the World

ArgentinaAustraliaBahrainBelgiumBrazilCanadaChileChina

ColombiaCosta RicaCzech RepublicDominican RepublicFranceGermanyHong KongHungary

ItalyJapanJordanKoreaKSAKuwaitLebanonMexico

PanamaPhilippinesPolandPortugalPuerto RicoRomaniaRussiaSingapore

Spain SwedenSyriaTaiwanU.A.E.U.K.UkraineU.S.Venezuela

US Offices:CincinnatiChicagoGreensboroHoustonMinneapolisNew YorkNorwalk CTParsippany NJSan FranciscoSan Ramon CAUniondale NYWashington


Ipsos – Some of our clientsIpsos – Some of our clients


Agenda - 10 Things You Need to KnowAgenda - 10 Things You Need to KnowAbout the US Craft & Hobby IndustryAbout the US Craft & Hobby Industry


Agenda - Ten Things You Need to Know Agenda - Ten Things You Need to Know About the US Craft & Hobby IndustryAbout the US Craft & Hobby Industry

1. What’s the state of the industry today?

2. What’s “Hot” for the future?

3. What drives interest in crafts & hobbies?

4. How are emotions tied to crafting?

5. Where do crafters get their ideas?

6. What crafts are being sold?

7. How is the Internet being used for craft shopping?

8. Where are crafters shopping?

9. What are the crafts used for home accents?

10. Who are using crafts for home accents?


Background and ObjectivesBackground and Objectives

On behalf of CHA, Ipsos conducted the CHA Attitude & Usage study in 2000, 2001 and 2002. The study resumed in 2005.

The main objectives of the survey are to:

Provide an estimate of the industry size (sales and participants) for the Craft & Hobby Industry and by category.

Estimate and track sales by distribution channel.

Determine and track participation rates in the US by craft & hobby category.

Provide an in-depth analysis for crafters:

Demographic; Attitudinal; Behavioral.

Document shopping patterns of the US Craft & Hobby Market


Research ApproachResearch Approach

There are two phases to this research:

Screening is conducted among the Ipsos Insight Mail Panel to identify crafters. On an annual basis, the screener is sent to 50,000 households (25,000 twice a year).

Monthly Diary. A mail diary is sent to craft/hobby participants identified in the screener (1,025 are sent with a gain of about 500 completed interviews per month).

The data is collected on amonthly basis and reportedquarterly to CHA, at whichtime it is posted on amembers only area of theCHA website (www.craftandhobby.org).

* Data based on screener conducted in March 2003.


Category Break-outCategory Break-out

Needle & Sewing Crafts Cross-stitch/Embroidery Knitting Crocheting Needlepoint/Plastic Canvas Other Needlecrafts* Apparel/Fashion Sewing Craft Sewing Home Décor Sewing Quilting

Painting & Finishing Art & Drawing Decorative Painting Fashion Fabric Painting & Decorating Home Décor Painting/Accessories/Finishing Stenciling

Floral Crafts Floral Arranging Wedding/Bridal Wreathmaking/Floral Accessorizing

General Crafts Beading/Bead Crafts

Cake Decorating

Do-It-yourself Framing

Jewelry Making

Woodworking

Candle Making

Ceramics

Doll Making

Glass Crafting

Leather Crafts

Macramé

Non Floral Wreaths

Potpourri Making

Other General Crafts

Paper Cutting

Scrapbooking /Memory Crafts

Rubber Stamping

Card Making


What’s the stateWhat’s the stateof the industry today?of the industry today?


Craft & Hobby market size is $30.2BCraft & Hobby market size is $30.2B

-1.4% vs. Year-Ago


Overall market size remains stableOverall market size remains stable

$29.80 $30.30 $30.20 $30.50 $30.10 $29.40 $30.06

$0

$5

$10

$15

$20

$25

$30

$35

Q1 '05 Q2 '05 Q3 '05 Q4 '05 Q1 '06 Q2 '06 Q3 '06

$ B

illion

Total Industry

General Crafts

Needle & Sewing Crafts

Painting & Finishing Crafts

Floral Crafts

Category Market Size (Billion $)Category Market Size (Billion $)

Q3 2006: Data based on 12 mos ending Oct. 31, 2006

12 Months Ending


Household participation ratesHousehold participation ratesare consistent from 2005 are consistent from 2005

58%

42%

34%31%

19%

57%

41%

34%30%

18%

Total General Crafts Needle & SewingCrafts

Painting &Finishing Crafts

Floral Crafts

2005 2006

Data based on 12 mos ending Nov. 30, 2006

Household Participation RatesHousehold Participation Rates


Average household spendingAverage household spendingis also on par with 2005is also on par with 2005


$272

$202$215

$157

$276

$199$220

$166

General Crafts Needle & SewingCrafts

Painting & FinishingCrafts

Floral Crafts

2005 2006

Annual Craft Spending Per HouseholdAnnual Craft Spending Per Household


Top 10 Crafts – Dollar SalesTop 10 Crafts – Dollar Sales

The top 10 craft categoriesThe top 10 craft categoriesremained stable in 2006remained stable in 2006

Dollar SalesDollar Sales($Million)($Million)

% Change in % Change in total spending total spending

vs. YAGvs. YAG

11 Scrapbooking/ Memory Crafts $2,446 + 2.4%

22Home Décor Painting/Accessorizing/Finishing $2,405 + 5.3%

33 Art & Drawing $1,750 + 5.9%

44 Other Painting & Finishing $1,598 + 7.5%

55 Floral Arranging $1,396 - 4.6%

66 Beading/Bead Crafts $1,386 0.0%

77 Card Making $1,313 + 5.5%

88 Woodworking $1,247 - 11.9%

99 Crocheting $1,163 - 10.2%

1010 Apparel/Fashion Sewing $1,021 - 9.7%

Data based on 12 mos ending Oct. 31, 2006


General Crafts Category – Dollar SalesGeneral Crafts Category – Dollar Sales




vs. YAGvs. YAG

11 Scrapbooking/Memory Crafts $2,446 + 2.4%

22 Beading/Bead Crafts $1,386 + 0.0%

33 Card Making $1,313 + 5.5%

44 Woodworking $1,247 -11.9%

55 Other General Crafts $1,008 -7.6%

66 Jewelry Making $966 + 23.0%

77 Cake Decorating $853 + 2.3%

88 Rubber Stamping $615 -2.5%

99 Do-it-yourself Framing $555 -5.2%

1010 Ceramics $381 + 20.6%


General Crafts Category – Dollar Sales General Crafts Category – Dollar Sales




vs. YAGvs. YAG

1111 Candle Making $343 -6.5%

1212 Other Paper Crafts $343 -11.7%

1313 Paper Cutting $289 + 1.0%

1414 Glass Crafting $183 + 55.8%

1515 Leather Crafts $102 -40.7%

1616 Doll Making $85 -37.9%

1717 Potpourri Making $71 + 13.8%

1818 Non-floral Wreaths $64 -9.4%

1919 Macramé $20 -12.9%

(cont'd)(cont'd)


Needle & Sewing Crafts Category – Needle & Sewing Crafts Category – Dollar SalesDollar Sales




vs. YAGvs. YAG

11 Crocheting $1,163 -10.2%

22 Apparel/Fashion Sewing $1,021 -9.7%

33 Knitting $914 +1.9%

44 Quilting $880 -5.0%

55 Cross-stitch/Embroidery $859 +2.3%

66 Home Décor Sewing $727 -11.4%

77 Needlepoint/Plastic Canvas $542 +5.9%

88 Craft Sewing $511 +3.8%

99 Other Sewing Crafts $402 -9.5%

1010 Other Needlecrafts $278 +7.3%


Painting & Finishing Crafts Category – Painting & Finishing Crafts Category – Dollar SalesDollar Sales




vs. YAGvs. YAG

11Home Décor Painting/Accessorizing/Finishing $2,405 + 5.3%

22 Art & Drawing $1,750 + 5.9%

33 Other Painting & Finishing $1,598 + 7.5%

44 Decorative Painting $1,018 -2.0%

55 Stenciling $360 + 15.0%

66 Fashion Fabric Painting & Decorating $273 + 3.4%


Floral Crafts Category – Dollar SalesFloral Crafts Category – Dollar Sales




vs. YAGvs. YAG

11 Floral Arranging $1,396 -4.6%

22 Wedding/Bridal $943 -0.9%

33 Wreathmaking/Floral Accessorizing $458 -4.7%

44 Other Floral Crafts $289 -5.5%


Females are more likely to engage in Females are more likely to engage in Needles & Sewing crafts than malesNeedles & Sewing crafts than males

Note: (Index) to total crafters

Craft Types Participation By GenderCraft Types Participation By Gender

Woodworking (463)

Leather Crafts (333)

Art & Drawing (224)

Other Painting & Finishing (223)

Home Décor Painting / Accessorizing / Finishing (197)

Do-it-yourself Framing (194)

Other General Crafts (180)

Paper Cutting (139)

Decorative Painting (136)

Other Paper Crafts (133)

Cross-stitch/Embroidery (115)

Crocheting (114)

Knitting (114)

Apparel/Fashion Sewing (114)

Scrapbooking/Memory Crafts (112)

Home Décor Sewing (111)

Craft Sewing (110)

Needlepoint/Plastic Canvas (109)

Quilting (109)

Other Sewing Crafts (108)

Other Needlecrafts (107)

Beading/Bead Crafts (106)

Wreathmaking / Floral Accessorizing (106)

Jewelry Making (106)

Cake Decorating (104)


Younger age groups are more likely to Younger age groups are more likely to participate in General crafts while older participate in General crafts while older

segments lean toward Needle & Sewing and segments lean toward Needle & Sewing and Floral craftsFloral crafts

Note: (Index) to total crafters

Craft Types By Participant Age GroupsCraft Types By Participant Age Groups

Art & Drawing (237)Paper Cutting ( 217)Other Paper Crafts (192)Beading/Bead Crafts (188)Other General Crafts (174)Rubber Stamping (166)Card Making (159)Ceramics (159)Jewelry Making (158)

Wedding/Bridal (197)Scrapbooking/Memory Crafts (160)Home Décor Painting/Accessorizing/Finishing (146)Decorative Painting (130)Card Making (128)Cake Decorating (127)

Home Décor Painting/Accessorizing/Finishing (129)Stenciling (129)Other Painting & Finishing (126)Home Décor Sewing (118)Floral Arranging (117)Do-it-yourself Framing (108)

Knitting (172)Quilting (164)Crocheting (162)Needlepoint/Plastic Canvas (153)Home Décor Sewing (150) Non-floral Wreaths (148)Wreathmaking/Floral Accessorizing (143)Other Needlecrafts (143)Cross-stitch/Embroidery (138)Floral Arranging (137)Other Sewing Crafts (134)Apparel/Fashion Sewing (132)

<18<18

18-3418-34

35-5535-55

55+55+


What’s for the future?What’s for the future?


Based on planned participation, scrapbooking Based on planned participation, scrapbooking and home décor crafts will continue to growand home décor crafts will continue to grow

+1.7%

+1.7%

+1.9%

+1.9%

+2.0%

+2.2%

+2.3%

+2.3%

+2.6%

+2.7%

Decorative Painting

Needlepoint/Plastic Canvas

Apparel/Fashion Sewing

Other Painting/Finishing

Crocheting

Cross-stitch/Embroidery

Home Décor Sewing

Quilting

Home Décor Painting

Scrapbooking 27%

18%

15%

14%

29%

25%

19%

14%

13%

11%

% Crafting HH’s

11

22

99

44

1010

## : Category size ranking


Household Participation Growth for Top 10 CraftsHousehold Participation Growth for Top 10 Crafts


What drives interest in What drives interest in crafts & hobbies?crafts & hobbies?


Most of all, crafting provides an opportunity to Most of all, crafting provides an opportunity to learn new things and exercise one’s creativitylearn new things and exercise one’s creativity

I have one friend or group of friends who share the same craft or hobby as I

do

I like to learn new crafts

I am a creative person

I saw a TV show/read an article that sparked my interest for

craftingI like to work with my hands

I am interested in preserving my family history and memories

My children do crafts at home for fun

I make crafts that I could never afford to buy

I craft with my kids

Drivers of Craft ParticipationDrivers of Craft ParticipationLevel of Influence

High

Low



The amount spent per year on crafting is also tied to The amount spent per year on crafting is also tied to creativity and learning, but relaxation also plays a creativity and learning, but relaxation also plays a

rolerole

Level of Influence

High

Low

I have one friend or group of friends who share the same craft or hobby as I

do

I like to learn new crafts

I am a creative person

I saw a TV show/read an article that sparked my interest for

crafting

I like to work with my hands



Doing crafts and hobbies makes me feel better

I forget about my daily problems when I work on a craft or hobby

Drivers of Craft SpendingDrivers of Craft Spending



300

350

400

450

500

550

600

650

700

750

800

Completelydissatisfied

Somewhatdissatisfied

Neithersatisfied

nordissatisfied

Somewhatsatisfied

Completelysatisfied

An

nu

al b

ud

get

(in

$)

Annual expenditure on crafting is directly Annual expenditure on crafting is directly related to satisfactionrelated to satisfaction

Satisfaction with Time Spent CraftingSatisfaction with Time Spent Crafting



How are emotionsHow are emotionstied to crafting?tied to crafting?


Benefits of crafting are bothBenefits of crafting are bothfunctional and emotionalfunctional and emotional

7 dimensions of crafting:

Relaxation & Accomplishment

Recommendation

Spend Time with Others

Children

Economy/Value

Memory Keeping

Health


Craft types that give a feelingCraft types that give a feelingof relaxation & accomplishmentof relaxation & accomplishment

Relaxation & Accomplishment – Consumer Attitudes


Working on a craft or hobby helps me relax

Working on crafts and hobbies makes me feel good about myself

Completing a craft/hobby gives mea feeling of accomplishment

Working on a craft or hobby relieves stress

I forget about my daily problems when I work on a craft or hobby

Needle & Sewing ArtsNeedle & Sewing ArtsCross-stitch/EmbroideryCrochetingNeedlepointApparel/Fashion SewingCraft SewingHome Décor SewingQuiltingFashion Fabric Painting

Needle & Sewing ArtsNeedle & Sewing ArtsCross-stitch/EmbroideryCrochetingNeedlepointApparel/Fashion SewingCraft SewingHome Décor SewingQuiltingFashion Fabric PaintingFloral CraftsFloral Crafts

Floral ArrangingWreathmaking

Floral CraftsFloral CraftsFloral ArrangingWreathmaking

General General CraftsCraftsStencilingBeadingJewelry MakingMacraméWoodworking

General General CraftsCraftsStencilingBeadingJewelry MakingMacraméWoodworking

Crafts Associated With…


Crafts that are often learned from Crafts that are often learned from othersothers

Recommendation – Consumer Attitudes

I first started crafting because a friend or family member taught me

The last new craft that I started was introduced to me by a friend or family member

Craft making is a family tradition

Needle & Sewing ArtsNeedle & Sewing ArtsCross-stitch/EmbroideryKnittingCrochetingNeedlepointApparel/Fashion SewingQuilting

Needle & Sewing ArtsNeedle & Sewing ArtsCross-stitch/EmbroideryKnittingCrochetingNeedlepointApparel/Fashion SewingQuilting

General CraftsGeneral CraftsPotpourri MakingGeneral CraftsGeneral CraftsPotpourri Making



Crafts that participated in to Crafts that participated in to spend time with othersspend time with others

Spend Time with Others – Consumer Attitudes

The main reason why I do crafts or hobbies is to spend special time with others

I like to shop for craft/hobby projects with friends or family

Doing a craft/hobby with family is special time we spend together

General CraftsGeneral CraftsPaper CuttingRubber StampingCard MakingBeadingCeramicsGlass CraftingJewelry MakingNon-floral Wreaths

General CraftsGeneral CraftsPaper CuttingRubber StampingCard MakingBeadingCeramicsGlass CraftingJewelry MakingNon-floral Wreaths



Crafts engaged in for or with childrenCrafts engaged in for or with children

Children – Consumer Attitudes


I craft with my kids Needle & Sewing ArtsNeedle & Sewing ArtsApparel/Fashion SewingCraft Sewing

Needle & Sewing ArtsNeedle & Sewing ArtsApparel/Fashion SewingCraft Sewing

Painting & Painting & Finishing Finishing CraftsCraftsDecorative PaintingFashion Fabric PaintingHome DécorArt & Drawing

Painting & Painting & Finishing Finishing CraftsCraftsDecorative PaintingFashion Fabric PaintingHome DécorArt & Drawing

General CraftsGeneral CraftsStencilingCard MakingBeadingCake DecoratingCandle MakingCeramicsDoll MakingJewelry MakingLeather CraftsPotpourri MakingWoodwork

General CraftsGeneral CraftsStencilingCard MakingBeadingCake DecoratingCandle MakingCeramicsDoll MakingJewelry MakingLeather CraftsPotpourri MakingWoodwork



Crafts that are considered to be Crafts that are considered to be more economical to make than more economical to make than

purchase purchase Economy/Value

– Consumer Attitudes

Doing crafts and hobbies is a good way to save money

The time I spend crafting is worth the money I save


Needle & Sewing ArtsNeedle & Sewing ArtsApparel/Fashion SewingHome Décor Sewing

Needle & Sewing ArtsNeedle & Sewing ArtsApparel/Fashion SewingHome Décor Sewing



General CraftsGeneral CraftsCandle MakingCeramicsJewelry MakingLeather CraftsMacraméNon-floral WreathsPotpourri MakingWoodworking

General CraftsGeneral CraftsCandle MakingCeramicsJewelry MakingLeather CraftsMacraméNon-floral WreathsPotpourri MakingWoodworking


Painting & Painting & Finishing Finishing CraftsCraftsFashion Fabric Painting

Painting & Painting & Finishing Finishing CraftsCraftsFashion Fabric Painting


Crafts that are kept to rememberCrafts that are kept to remember

Memory Keeping– Consumer Attitudes


I enjoy organizing my old pictures and mementos

Needle & Sewing Needle & Sewing ArtsArtsApparel/Fashion SewingHome Décor Sewing

Needle & Sewing Needle & Sewing ArtsArtsApparel/Fashion SewingHome Décor Sewing

Floral CraftsFloral CraftsFloral ArrangingWedding/BridalWreathmaking

Floral CraftsFloral CraftsFloral ArrangingWedding/BridalWreathmaking

General CraftsGeneral CraftsScrapbookingArt & DrawingStencilingPaper CuttingRubber StampingCard MakingCake DecoratingCandle MakingDoll MakingDo-it-yourself FramingGlass CraftingJewelry MakingLeather CraftsMacraméNon-floral WreathsPotpourri MakingWoodworking

General CraftsGeneral CraftsScrapbookingArt & DrawingStencilingPaper CuttingRubber StampingCard MakingCake DecoratingCandle MakingDoll MakingDo-it-yourself FramingGlass CraftingJewelry MakingLeather CraftsMacraméNon-floral WreathsPotpourri MakingWoodworking


Painting & Painting & Finishing CraftsFinishing CraftsDecorative PaintingFashion Fabric PaintingHome Décor Painting

Painting & Painting & Finishing CraftsFinishing CraftsDecorative PaintingFashion Fabric PaintingHome Décor Painting


Crafts engaged in for good healthCrafts engaged in for good health

Health – Consumer Attitudes

My doctor recommends I do crafts / hobbies for my health

Working on crafts / hobbies is good physical activity

General CraftsGeneral CraftsCandle MakingDoll MakingGlass CraftingLeather CraftsMacraméPotpourri MakingWoodworking

General CraftsGeneral CraftsCandle MakingDoll MakingGlass CraftingLeather CraftsMacraméPotpourri MakingWoodworking


Floral CraftsFloral CraftsFloral ArrangingFloral CraftsFloral CraftsFloral Arranging


Where do crafters get their ideas?Where do crafters get their ideas?


Magazines, families and friends are Magazines, families and friends are popular sources of ideas for craft popular sources of ideas for craft

projectsprojectsWhere Ideas for Projects Come From

Data based on 12 mos ending Nov, 30, 2006

54%

49%

40%

38%

28%

27%

22%

21%

13%

8%

5%

4%

2%

20%

Magazines

Family/Friends

Books

Catalogs

Store Displays

Craft fairs/Craft Malls

TV

Project Sheets

Internet

Store Demonstration / Classes

School

Clubs

Video

Other


Home and lifestyle magazines are most Home and lifestyle magazines are most popular as a source of ideas popular as a source of ideas

9%

2%

3%

4%

5%

6%

6%

6%

7%

8%

8%

14%

23%

6%

Other Magazines

Floral

Beading

Painting

Knitting

Entertainment

Cross-stich/embroidery

Fashion Magazines

Sewing

Crocheting

Scrapbooking

Other Craft

Women's Lifestyle Magazines

Home Magazines

Percent of Crafters that Subscribe to Magazines for Craft Ideas



15% of crafters watch shows that 15% of crafters watch shows that specifically feature crafts specifically feature crafts

10%

10%

15%

Other TV Shows

Lifestyle/talkshows that feature

crafts

Specific craftshows

Percent of Crafters that Regularly Watch TV for Craft Ideas



What crafts are being sold?What crafts are being sold?


14% of crafters made their crafts to sell 14% of crafters made their crafts to sell themthem

68%

64%

44%

29%

14%

10%

Gifts

Personal Use

Home Decorating

Holiday Decorating

Items to Sell

Other

What Completed Craft Projects are Used For



A wide range of crafts are soldA wide range of crafts are sold

Crafts That Are More Likely To Be Sold

Needle & Sewing Needle & Sewing ArtsArtsCraft SewingNeedlepoint/Plastic CanvasOther NeedlecraftsOther Sewing Crafts

Needle & Sewing Needle & Sewing ArtsArtsCraft SewingNeedlepoint/Plastic CanvasOther NeedlecraftsOther Sewing Crafts

Floral CraftsFloral CraftsOther floral craftsFloral CraftsFloral CraftsOther floral crafts

General CraftsGeneral CraftsArt & DrawingDoll MakingJewelry MakingLeather CraftsGlass CraftingCeramicsBeading/Bead CraftsWoodworking

General CraftsGeneral CraftsArt & DrawingDoll MakingJewelry MakingLeather CraftsGlass CraftingCeramicsBeading/Bead CraftsWoodworking


Of those who sell, most are sold Of those who sell, most are sold through friends and family as special through friends and family as special

ordersorders

64%

26%

16%

9%

9%

28%

Special orders through friends or family

Craft Shows

School or Community Fund Raisers

Local specialty stores

Internet

Other

Where Completed Projects are Sold



How is the Internet beingHow is the Internet beingused for craft shopping?used for craft shopping?



21% of crafters search for craft21% of crafters search for craftproducts & projects onlineproducts & projects online

79%

11%

5%

2%

2%

Never

Less often

Once every 2 or 3months

Once a month

Several times amonth

Frequency of Shopping for Crafts Products on the Internet

21%21%


Convenience, selection, & price are the Convenience, selection, & price are the main reasons the Internet is used to shop main reasons the Internet is used to shop

for craftsfor crafts

58%

49%

46%

39%

28%

10%

13%

Convenience

Broad Selection

Price

Project ideas

Promotion/on-linespecials

Everyday value

Other

Reasons for Shopping for Craft Products on the Internet

Data based on 12 mos ending Nov, 30, 2006Crafters who shop online for craft products


Retailer and auction websites are Retailer and auction websites are most used for craft purchasesmost used for craft purchases

61%

34%

22%

34%

Retailer

Auction sites (e.g. eBay)

Manufacturer

Other

Types of Websites Used When Shopping for Craft Products


Includes, general web searches and other craft specific sites


Respondents who search the Internet Respondents who search the Internet to to

find craft ideas visit a variety websitesfind craft ideas visit a variety websites

40%

34%

27%

25%

19%

6%

5%

17%

Retailer online stores

TV channel sites

Craft magazine sites

Manufacturer sites

Other craft websites

Community websites

Craftplace.org (CHAwebsite)

Other

Types of Websites Used to Search for Craft Ideas



Channel AnalysisChannel Analysis


Discount Stores and Craft Chain Stores Discount Stores and Craft Chain Stores accounted for over half of industry accounted for over half of industry

salessalesRetail ChannelRetail Channel 2006 $Sales 2006 $Sales

(Millions)(Millions)DollarDollarShareShare

Discount Store $8,632 29%

Craft Chain Store $8,113 27%

Fabric and Craft Store $4,032 13%

Dollar Stores $1,683 6%

Local Craft Store $1,290 4%

Catalogs $965 3%

Variety Hardware Store $613 2%

Internet $516 2%

In-Home Parties $509 2%

Art store $504 2%

Department Store $504 2%

Drug Store/Supermarket $444 1%

Craft Fair/Flea Market $407 1%

Office Supply Stores $196 1%

Housewares/Home Goods Store $189 1%

Club Stores $148 0%

TV Shopping $99 0%

Other $1,365 4%

TotalTotal $30,209$30,209 100%100%


Organizing crafts by craft cross-Organizing crafts by craft cross-participation encourages sales.participation encourages sales.

Store Layout (Cross-participation)


Store LayoutStore Layout

Reading the Store Layout

A cross-participation analysis has shows what crafts are likely to be participated in within the same household.

The crafts are grouped into "aisles" based on participation. Crafters are more likely to participant in crafts within a aisle than crafts in different aisles.

The bubble size is the participation rate – a bigger bubble means more participants and more potential purchases.

The intra-aisle distance between bubbles represents how crafters participate in multiple craft types.


What are the crafts usedWhat are the crafts usedfor home accents?for home accents?


46% of all crafting households46% of all crafting householdsparticipate in Home Décorparticipate in Home Décor

28.5MM households participated in Home Décor crafts

Did Not Participate

54%

Participated in Home Décor

46%

Base: All crafting householdsData based on 12 mos ending Nov, 30, 2006

Home Décor Participation in Past 12 MonthsHome Décor Participation in Past 12 Months


Home Décor ranges from crafting Home Décor ranges from crafting household items to creating an item household items to creating an item

display in the homedisplay in the home

24%

30%

30%

31%

31%

Other

Fabric treatments

Making or embellishingpicture frames

Special wall treatments

Decorating furniture

Percent of Crafters Participating

Common mentionsCommon mentionsFloral arrangementsCurtains & PillowsAfghans/Blankets/QuiltsPillowsPainting (walls/furniture)Drawings & Paintings

Common mentionsCommon mentionsFloral arrangementsCurtains & PillowsAfghans/Blankets/QuiltsPillowsPainting (walls/furniture)Drawings & Paintings

Base: Households that participated in home decorData based on 12 mos ending Nov, 30, 2006


Home Décor crafts can be madeHome Décor crafts can be madefor any part of the homefor any part of the home

Other Home Décor - Uncommon Mentions

“44” model of the US Capital Building”

“Karate belt holder”“Karate belt holder” “I made a warmer thingy that you

heat in the oven”

“I made a warmer thingy that you

heat in the oven”

“My photo albums / scrapbooks are also used as display or

to decorate shelves”

“My photo albums / scrapbooks are also used as display or

to decorate shelves”

“I like to make garden

art”

“I like to make garden

art”


TV plays a greater role in influencing TV plays a greater role in influencing Home Décor crafters compared to other Home Décor crafters compared to other

crafterscrafters

21%

5%

8%

9%

24%

26%

29%

30%

34%

39%

58%

Other

Store Demonstration/Classes

Project Sheets

Internet

TV

Craft fairs/Craft Malls

Books

Store Displays

Catalogs

Family/Friends

Magazines

Where Home Décor Project Ideas Come From

Index to Total Mkt.

106

80

89

106

73

99

110

70

41

67

105

Base: Households that participated in home decorData based on 12 mos ending Nov, 30, 2006


36%

28%

33%

Other TVShows

Specific craftshows

Lifestyle/ talkshows that

feature crafts

All types of TV shows are watchedAll types of TV shows are watchedfor Home Décor ideasfor Home Décor ideas

Base: Households that participated in home décor only and regularly watch TV shows for ideas.

Percent of Crafters that Regularly Watch TV for Home Décor Craft Ideas



Home magazines are most widely Home magazines are most widely subscribed to among home décor subscribed to among home décor

crafters for ideascrafters for ideas

Magazines Subscribe to for

Home Décor Ideas

Home MagazinesHome Magazines 57%57%

Women’s Lifestyle MagazinesWomen’s Lifestyle Magazines 27%27%

Entertainment MagazinesEntertainment Magazines 16% 16%

Fashion MagazinesFashion Magazines 15% 15%

Floral MagazinesFloral Magazines 14% 14%

Base: Households that participated in home décor only and subscribe to magazines for ideas. Data based on 12 mos ending Nov, 30, 2006.


Ideas for home décor crafts canIdeas for home décor crafts canalso be inspired everyday life also be inspired everyday life

“I built a bird feeder to replace one the squirrels broke ”

“My daughter is making our dog a gift

box.”

“We painted a roomfor our new baby.”


Who’s making home décor crafts?Who’s making home décor crafts?


Profile of Home Décor CraftersProfile of Home Décor Crafters

Home Décor Crafts: Needle & Floral Crafts More likely to be females 35+

Reasons to craft: Relaxation & Accomplishment


Working on a craft or hobby helps me relax

Working on crafts and hobbies makes me feel good about myself

Completing a craft/hobby gives me a feeling of accomplishment

Economy: Doing crafts and hobbies is a good way to save money

The time I spend crafting is worth the money I save


Health: My doctor recommends I do crafts/hobbies for my health

Working on crafts/hobbies is good physical activity


Profile of Home Décor CraftersProfile of Home Décor Crafters

Home Décor Crafts: Painting/Accessorizing Broad appeal across adults Reasons to craft:

Memory Keeping Preserving my family history and memories I am a creative person

Home Décor Crafts: General Crafts (e.g. ceramics, wreathmaking, leather crafts) Reasons to craft:

Spending Time with Others I like to shop for craft/hobby projects with

friends or family Doing a craft/hobby with family is special

time we spend together spend time with others

Economy: Doing crafts and hobbies is a good way to save money The time I spend crafting is worth the money I save I make crafts that I could never afford to buy


How YOU can capitalizeHow YOU can capitalizeon these learnings?on these learnings?


We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect

of the customer experience a little bit better.- Jeff Bezos, Amazon.com


Understanding the Customer Understanding the Customer ExperienceExperience

“I craft to…”

Learn

Be creative

Spend time with others

Relax

Save Money

“I spend more when I’m satisfied with my time spent crafting.”

“The world around me is a source of inspiration for my crafts.”


Use Your Consumer TouchpointsUse Your Consumer Touchpoints

“You can connect with me through…”

My friends & family

In the store

Magazines

Books

Catalogs

Store Displays

Crafts fairs

TV

Project Sheets

The Internet


A shoe factory sends two marketing scouts to a region in Africa to study the prospects for expanding business.

One sends back a telegram saying:

SITUATION HELPLESS STOP NO ONE WEARS SHOES STOP

The other writes back triumphantly:

GLORIOUS BUSINESS OPPORTUNITY STOP

THEY HAVE NO SHOES

from the “Art of Possibility”

- Rosamund Stone and Benjamin Zander

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