Craft Focus - April/May 2020 (Issue 78)

Leading designers, distributors and retailers from across the craft industry came together at Birmingham’s NEC in February for the 42 nd edition of CHSI Stitches. Throwing the spotlight on some of the industry’s biggest brands, this year’s show offered a feast of new product inspiration, in-depth research and networking opportunities. Taking centre stage once again, the 2020 Craft Report focused on consumer and social change and its impact on audience growth. Presented by Linda Jones on each day of the show, the research was commissioned by ICHF and gathered through interviews, focus groups and questionnaires with more than 3,000 UK crafters. “This year The Craft Report research shows that although there has been a nine per cent downturn in consumer spending over the last year, the crafting audience has grown by half-a-million over the past three years, and now includes as many under 35s as over 65s,” says Linda Jones of research specialists Linda Jones & Associates. “It’s likely that this market hasn’t reached saturation point yet, as craft is increasingly becoming more socially desirable, medically endorsed and community based.” The report suggested that in order to be successful in future, retailers must adapt to this new reality, where over 80 per cent shop for supplies online, 47 per cent use social media for inspiration and more than four in five are concerned about sustainability, plastic waste and over packaging. SUSTAINABLE CHOICES Sustainability was also in evidence on the show floor, with many major brands demonstrating a commitment to eco-friendly materials and supply practices. “At CHSI this year we are showcasing the environmentally friendly packaging of our needle felting kits,” explains Steffi Stern, director of The Makerrs. “We have cut back on plastic using compostable felting mats, cardboard recyclable boxes and paper bags. The response from visitors has been great.” Fabric supplier Sark Textile also focused on sustainability. “We have had a brilliant response to our eco-bio laminated fabrics, which are brilliant for raincoats, aprons “...It’s likely that this market hasn’t reached saturation point yet , as craft is increasingly becoming more social ly desirable, medical ly endorsed and community based.” “This year The Craft Report research shows that although there has been a nine per cent downturn in consumer spending over the last year, the crafting audience has gr own by half a mil lion over the past three years, and now includes as many under 35s as over 65s...” 36