It’s getting to be old news, but it’s being reiterated nearly every day: Cheap is chic these days. In a CNN article this morning, even upscale consumers are finding that it’s much cooler to talk about how financially savvy you are than how financially sound you are — or as a consumer psychologist and professor quoted in the article puts it, “We have moved from an era of conspicuous consumption to an era of considered consumption.”
Now while no one in your core customer base will likely ever utter the words “Look at this $250,000 watch I got for $7,500″ (yep, that’s part of the article), it does make sense to appeal to their bargain-hunter side in your marketing program. Take a look at your inventory: What types of “champagne” projects can you get them to make on a “beer” budget? Is it time to promote a luxurious-looking shawl pattern, for example, that can be made up with lower-end fibers and still look great? To promote practical gift-making ideas, like a set of embroidered tea towels? To host a student fashion show where your classes can ooh and aah over their latest jewelry creations on display? Maybe turn up the upscale quotient of these programs by adding in a ritzy refreshment table, offering sparkling grape juice and chocolate-covered strawberries (which, if you do yourself, isn’t going to take as big a bite out of your budget as you might think).
On the evening of the event, have employees wear their most dazzling outfits — an old bridesmaid’s dress or a fancy sweater, just something that sparkles and isn’t something they’d otherwise wear to work. I recall a friend of mine who worked in a jewelry store when we were in college. For three days a year, she and the team wore tuxedo shirts and ties for a special “black-tie” sale that focused on selling their bridal sets and high-end jewelry. They stayed open late, and she said there was a unique energy that week — customers looked forward to the sale not only because of the good prices, but also because there was so much “special” stuff going on, with the extended hours, refreshments and gala atmosphere.
Perhaps you can also start helping customers pamper themselves for less with a display of eye mask patterns, sachets, manicure bags and other spa-like treasures that they can easily embellish themselves. With extras being fewer and farther between these days for many of us, make sure your customers know that your shop can still be their respite.
Potpourri
I want to recognize an organization called ZeroLandfill, which according to this Akron Beacon Journal article is “distributing 4 tons of samples from local architectural and interior design firms” to artists and art educators in Northeast Ohio. The program is considered “upcyling” because the art community can find treasure among what otherwise would have been considered trash in a landfill. The program might be expanded into other communities soon. Visit www.zerolandfill.net for more information.
I also just joined an online group called The Warm Fuzzy Brigade, which promotes needlework philanthropy. Bonnie Dillabough just founded the group and is looking for additional members to discuss projects, upload photos and generally, as she puts it, “create a movement that will warm our world.” As you may have read in my previous post, I’m on the hunt for good causes my local chapter of the Embroidery Guild of America can do a project for next season. Bonnie has a whole list of philanthropic needlework projects here.
