5TH OCTOBER 2009 PP 01-12 TO USE:Layout 1 30/9/09 15:13 Page 12
> > F R A M E S & A L B U M S
P I X E L T R A D E AWA R D S 2 0 0 9
YOU’VEBEENFRAMED
WHILST THE MARKET FOR ALBUMS DOES SEEM TO BE
TAILING OFF IN FAVOUR OF ONLINE SHARING AND
PHOTOBOOKS, THE FESTIVE SEASON IS THE TIME TO MAKE
SURE ALL THOSE PRINTS HAVE A HOME AND THESE ITEMS
MAKE FANTASTIC GIFTS FOR A PHOTO ENTHUSIAST – AND
WHERE ELSE WOULD SOMEONE LOOK FOR GIFTS FOR A
PHOTO ENTHUSIAST BUT IN YOUR SHOP? RATHER THAN A
CAMERA-SPECIFIC ACCESSORY WHICH MAY BE THE WRONG
TYPE OR SIMILAR TO SOMETHING THE PHOTOGRAPHER
ALREADY HAS (PROMPTING THOSE DREADED RETURNS IN
THE NEW YEAR), AN ALBUM WILL ALWAYS BE USEFUL AND
IS APPROPRIATE FOR EVERYONE WITH AN INTEREST IN
PHOTOGRAPHY.
AdamStephensonfromKenrotells betterpictures,sotheywantto
usthatintoughfinancialtimes, displaytheminahigh-end,
consumersactuallybuyhigher- professionalkindofway.Thisalso mustbeoneoftheindustry’s Ifyourconsumersaren’tusingthis
valueitemsbecausetheirfocusis makesthesetypeofframesa easiestupsells.Particularlywith giftidea,whynot?Onethingwe
onquality:ifthey’regoingto goodgiftideaforabudding Christmasapproaching, heartimeandtimeagainiswhat
spendanymoneyatall,they’d photographer.” consumersarelookingatprintsof ahugedifferencetobusinessa
ratherspendabitmoreon “Goodqualityframesareahigh- specialimages,suchasthoseof gooddisplay(particularlyinyour
somethingthatwilllastandlook marginitem,”continuesAdam, specialoccasions,family shopwindow)canmake,andthis
greatthanonsomethingcheaper “andwhenspaceisapriority– members,couplesetc). Asa isagreatopportunitytoshowoff
whichisnotquitewhatthey’re particularlyattimesoftheyear personal,uniqueandunusual somethingimpressive.Ifyou’re
lookingforandtheymightendup whenretailersaretryingtocram Christmaspresent.Thisalso goingfortheChristmasgifts
throwingaway. “Blackglassis inasmuchstockandasmany sometimesappliestocopiesorre- angle,startwithafestivekindof
verypopularatthemoment,”says linesaspossible–itmakessense touchesofolderphotographs.Not decorationandthenshowoffyour
Adam.“Ithinkthat’sbecauseof toretailmorehigher-marginitems. asingleoneofthoseprintsshould bestframes–makeanMDF
flatscreentelevisionsandhome Theysimplyprovidemoreprofit walkoutofyourshopwithout mantelpieceifyouhaveto!–
electronics,thingslikethat–it’san perinchofshelfspace.They’re buyingaframefortheirprint–it completewiththekindofprints
easycolourtocoordinateand alsonotahugeitemgenerally, vastlyincreasestheperceived thatyourcustomerswant.Think
peoplearegoingforthatchic andyoucoulddisplayoneortwo valueofthegiftandreallyfinishes familyportraits,belovedpets,
minimalistlook.Onthatnote, andkeeptherestwhereveris itoff.Dependingontheoccasion, happycouples:anythingwhich
whiteframesarealsobecominga convenient.Allinall,particularly thebetterqualityframeyoucan mightinspirethemtomakea
morepopularlineagain–framing atthistimeoftheyear,framesare encouragetheconsumertobuy customprinttogivetosomeone.If
somethingonblackwithinawhite anitemthatnowhereretailing fromyou,themoreprofityou youthinkit’sabitonthesubtle
framelendsthatkindofart-gallery photographicequipment, standtomake.Foryearly side,youcouldevenmakeasign
lookwhichisverytrendyatthe accessoriesorgiftwarecanafford grandchildphotos,theremightbe tellingcustomersthattheycan
moment.It’saprofessionalstyle, tomissouton!” amarkettosellsmaller,standard makeandframetheirspecial
aswell,whichtiesinwithpeople Framesholdappealforalmost framesin“bulk”. printswithyou.Youshouldalsobe
becomingmoreenthusiasticabout everyhouseholdandare,for Onebrilliantideaasuccessfuland suggestingtheideatoanyone
theirphotographyandtaking photofinishersinparticular,what well-knownretailersharedwithus makingprintsorcominginfor
istoframetheprintsbeforethey Christmasrelateditemslike
arecollectedsothatthecustomer calendarsorgreetingscards.
getstoseethefulleffect.Ifthey’re Customframingisalsoproviding
havingafewcopiesanyway,why extraprofitformanyretailers,
notputthemindifferentstylesof andisawinnerforgifts
frameandencouragethemtopick throughouttheyearbutespecially
theonetheythinkbestsuitstheir atChristmas.
print,ratherthansettingyourself
theuphillstruggleofsellingaprint
separatelywhenthey’vealready
paidfortheirimage.Quotinga
wholeprice,fortheirprintor
printsincludingframecanalso
helptheconsumerseewhata
gooddealthey’regetting,
particularlyifyouhaveleewayfor
atokendiscountontheframe
whilststillleavingyourselfagood
margin.
012PIXEL
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