What the Quilting in America Survey Says about the Market's Future

By now you've probably seen results of the 2010 Quilting in America Survey. If not, you can view the executive summary on-line. The full report will be available next month from Creative Crafts Group.

Here's the good news. Despite the economic downturn, the market continues to expand. Estimated at a healthy $3.58 billion this year, expenditures in quilt shops have increased 9% from 2006. 

But not all signs are positive. The total number of quilters has dropped 23% from 2006. Most of this attrition, it's hypothesized, is due to casual quilters who are now pursuing other crafts. The real focus of attention is, and should be, on the dedicated quilter—those high volume customers who can be relied on to support a shop over the course of many years.

This year's survey highlights some troubling signs within this demographic, though. In a stable market, 80% of expenditure will come from 20% of customers. The 2010  survey, however, reports that the 6% of quilters who are identified as "dedicated" account for 69% of market spend. While better than the 2006 result of 5% of customers accounting for 88% of expenditures, this metric still indicates a market that is overly reliant on a too-small customer base.

Coupled with this over-reliance is the fact that the dedicated quilter continues to age. The charts above show this trend. This year the dedicated quilter's mean age is 62, and 47% report that they are retired. As the demographic ages and more members retire, its income level (and its spending on fabric and notions) will drop significantly. Shops that rely on this demographic may see revenues fall each year for the next decade.

Shop owners wanting to grow their businesses should be engaging a younger audience and working to turn those people into a next generation of dedicated customers. Ideally, the next-generation customer will mirror the profile of the current dedicated quilter in all respects but one—her age. She'll be 25-45 years old.

Not many in this demographic consider themselves to be quilters yet. But many are interested in creating—sewing, especially—and making things for their children. That's where Oliver + S can help. We've told this tale many times before, and we won't repeat it all again. But we hope you're using the strategies we provide retailers to capture and grow this next-generation customer base.

Use our simple, free patterns (the Lazy Days Skirt, the Popover Sundress, and the new Ruffled Halter) to teach beginning sewing classes for young mothers who may be intimidated by garment sewing. Once they've experienced the success of making their first piece of clothing, introduce them to our Learn to Sew with Oliver + S syllabus which will help them build their skills and confidence while they complete additional garments for their children. 

Before you know it, you’ll have created a new dedicated customer who will support your shop for decades to come.

Do you have a story about using Oliver + S patterns to capture a new, younger customer base? Please share it with us. We're always eager to hear about your successes.

Styles Due to Go Out of Print

It's sad to see old styles go. But we have to free up space for the new styles that are arriving soon.

As a result, we're letting several backlist items go out of print. If you're selling  one of these styles well, you may consider stocking up while they are still available.

Over the next four to six months, all size ranges of the the Swingset Tunic and Skirt and the Bedtime Story Pajamas will go out of print. Additionally, the large size range only of the following styles will go out of print: the Sunday Brunch Jacket and Skirt, the Jump Rope Dress, and the School Days Jacket and Coat.  Small sizes of these styles will remain available.

Join the Ice Cream Social

Have you heard about the Ice Cream Social yet?

Co-hosted by Australian retailer Amy Gunson of BadSkirt, this global sew-along promises to be great fun. (And, we have to add, we think that a sew-along—either Internet-based or shop-based—is a great marketing idea that any retailer can use.)

Over 200 seamstresses have already signed up to sew an Ice Cream Dress together during the last two weeks of July.

It's not too late for your customers to join, if they're interested. The sew-along starts on July 18. You can find all the information (and more than a little Ice Cream Dress inspiration) to share with them in the Flickr group that's been created for the event.

For More Information

Email: information@oliverands.com
Website: www.oliverands.com
Phone: (866) 231-9639