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 by way of press launch from MesseFrankfurt, Olbrich shares her experience for the preparations for the strongest-selling and most emotional time of the yr.
What artistic tendencies have you ever seen in 2021 that you simply suppose might be widespread 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, folks had time once more for stunning and inventive issues. The subject of sustainability has additionally gained in significance.
Fascinating DIY tendencies which can be additionally applicable for Christmas are selfmade and customized wrapping paper and packaging – right here, for instance, by means of 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 could be printed on all kinds of surfaces – for postcards, but additionally napkins or tablecloths. Full units for crochet, embroidery patterns, hand-lettering units together with directions or printing units could be provided as reward concepts. It is usually very stylish to make your individual paints, for which there are additionally full units that enrich the vary.
What tendencies do you see in festive ornament?
For instance, “blackboard baubles”, which could be designed with chalk, add your individual contact to the Christmas tree. Balls manufactured from glass, ceramic or cardboard could be individualized with pens. Glass baubles that you could fill your self with pure twigs, moss or feathers are additionally a pattern and set sustainable accents. Or carry actual Christmas timber into the store, cling them the wrong way up for the presentation of products within the store or within the store window – that is an absolute eye-catcher and attracts clients. Nature performs a giant position within the ornament: dried orange peels could be minimize 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. Profit from the product worlds and tendencies at Christmasworld and Creativeworld and create your individual fashion.
What are your ideas for small retailers who need to enter new product traces 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”. Beautify every thing with pure supplies, with out plastic solely with glass, ceramics, wooden, felt or related ornaments.
The brand new traces could be promoted by means of interesting window dressing. You’ll be able to optimally put together a unprecedented purchasing environment now. Bear in mind, clients need to really feel merchandise once more, strive them out and fireplace 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 the right way to make different ornaments. Present what you are able to do! Present your power and your competence.
As well as, particularly for this Christmas enterprise, the main target is on private trade: if you realize your clients effectively, you may very effectively level out new merchandise to them and decide up on their wants and preferences.
The variety of youthful folks desirous about DIY has risen sharply. How can small companies enchantment to this age group and on the identical time retain the purchasers of the older technology?
Right here, for instance, there’s the subject of road artwork, which attracts younger folks particularly. A show with matching spray cans and markers matches into each artistic store. Right here, too, genuine and competent recommendation is necessary. Hand-lettering remains to be in demand throughout generations. However a variety of merchandise akin to Christmas tree baubles with Star Wars motifs or emojis additionally appeal to younger folks to the store. Crochet and knitting are widespread with younger and outdated and may seem within the assortment.
The youthful technology could be reached effectively by way of social media channels.
To succeed in each goal teams equally, a mixture of workshops, stay actions within the store and social media might be the very best resolution.
How necessary is an effective 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 technology.
Our Shopper Items Digital Day provided thrilling displays on this subject. On our web site conzoom.options you may 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 shopper is feasible by means of private contact. Right here, trend-oriented matters are significantly appropriate – this presupposes that you simply maintain your self knowledgeable in regards to the newest tendencies available on the market and keep tuned.
Moreover, positioning is necessary: who am I, who’re my clients 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 effectively maintained and the followers need to be effectively taken care of. So if you wish to construct up your group, it’s important to put in manpower. Younger workers or trainees who’ve a excessive affinity for social media may help right here. Pupils and college students are additionally glad about part-time jobs the place they will flip their interest right into a occupation.
Do you expect that sustainability might be a key expectation for small retailers in the case of Christmas packaging? How can companies present their clients that they care in regards to the planet?
The themes round sustainability akin to recycling, DIY, repairing and second-hand might be with us for a very long time to return, in response to our pattern specialists from the fashion company Stilbüro bora.herke.palmisano, who develop the Christmasworld, Paperworld and Creativeworld tendencies for us.
It’s undoubtedly price beginning with small steps. What is especially noticeable in a optimistic approach is whenever you do with out superfluous packaging and plastic. Or for those who 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 can 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 on.). The theme can be turning into extra seen at our commerce gala’s.