Rising to the challenge
By Gill Davies
feature
When
times are being seen primarily in independent stores buyers to save money, using in-house design
challenging where consumer spend is less aff ected, as or of agents and stock houses that sell basic
it’s all too the high street’s ‘one size fi ts all’ approach to design very cheaply. There are vast amounts of
easy to feel creatively defeated when faced, imagery hasn’t helped. A positive side to the designs available that can be bought outright
as we are, with declining interest in available downturn is the thinning out of this market and for reworking and publishing. These sources,
portfolios. If ever there was a time to off er art inclusion of more quality design and product – a major irritant to the licensing trade for years,
buyers what they really need, it is now. The giving consumers what they want in the retail are still off ering many buyers a way to keep
industry is facing a fi nancial downturn that environments they want to visit. their costs down and their companies afl oat.
few have seen before. As always, good, well- Nearly everyone that I have spoken to The industry is being challenged, but in return
motivated manufacturing and publishing recently has insisted that there is business to is producing some great product with the
companies will survive and are looking for be had out there. They are, however, working emphasis on bold design that has confi dence
imagery to take them through the downturn, twice as hard and travelling more to see their and quality. There might not be a lot of risk
and the artists and designers responding to clients. The old assumption that art buyers will taking but what is out there will be a fi rm
that need will succeed and come out the other track down talent is not cutting it these
side. It’s a time for getting heads down and days – it’s a buyer’s market and more “In times like these it’s
keeping high-quality product coming through. eff ort has to be made.
important for designers and
Creative directors are looking at declining Indeed most agents and designers
budgets, smaller in-house teams and declining with long-standing clients have found
artists to recognize that there are
traditional markets, and the retail climate that, although there has been a certain
tremendous pressures, industry-
is changing, as consumers face a drop in amount of horse-trading fi nancially,
their available income for impulse and gift- buying is carrying on as normal and
wide, on corporate budgets
orientated shopping. Most creatives dislike contracts are being signed at the usual
right now. Freelance
fi nancial deal-making and cost-cutting, times. Seasonal buying continues and
although the budget-aware aspect of creative many creative directors are reassessing
artists must be
buying has been evident for some years, with older designs that have sold well in the
royalty payment contracts disappearing and past. These proven designs will move able to provide
decision-making delayed. Designers and agents onto other product areas and create a
have become used to this, but now dreaded solid ‘story’ at retail. There have been
services that set them
extended credit terms have also entered the casualties, of course, but many suppliers
apart and warrant higher fees.
equation in earnest, as retail struggles to fi nd a are fi nding new buyers have popped
way forward. Most design vendors know that in up. There has been a small resurgence
Providing a unique style or styles,
order to keep their long-term existing clients, of consumer buying and although
incorporating saleable trends,
they will have to keep producing designs and everyone is learning to be careful, new
providing conceptual or clever ideas
make do with a fi nancial compromise. product is still called for. Consumers
This all sounds very gloomy, but there is may be less interested in fashion and are all good ways to make sure your
a vast swathe of creatives who still want to home décor, but, with the less successful
work stays relevant.”
produce good work and get it published. With and copycat businesses being weeded
drive and a strong belief that their design is out, there should be a healthy industry
Anna Bower, creative director, Papyrus
worthwhile, these hardy souls will endure, reviving from last year’s sharp shock.
whatever part of the trade they occupy. In In this climate buyers are still looking for foundation for the good times to come. Ronnie
the UK we have a long history of quality art new but safe designs. They want the reliability Walter of Two Town Studios takes a sensible
and design but the last few years has given us and experience that seasoned designers and approach: “We are staying true to what we do
little to get excited about. The market for both artists supply – any new designer is going to best, off ering our clients solid design and a
design styles and amount of product in retail have to be very special to be of interest at the pleasant attitude”.
has been saturated. Older fashion-inspired moment. Long-term relationships will always
work has been eroded by the prevalence give vendors an advantage as they recognise
With thanks to the following for their comments and
visuals:
of quick, watered-down design styles and and work with the new trends needed, not
Berni Parker - www.berniparkerdesigns.com, Kate Knight -
imagery that have suited cheap overseas only providing print-ready artwork but also
www.kateknight.co.uk, Klein Design Ltd - www.klein-designs.
manufacture. knowing what their clients need to support
com, Marylin Roberston - www.marilynrobertson.com, Anna
Bower for Papyus -www.papyrusonline.com, Porterfi elds
Perversely, design in the UK has been new production methods. No creative director
Fine Art - www.porterfi eldsfi neart.com, Rafale Designs Ltd
improving vastly over the last year, with quality has time to advise a supplier how to present or
- www.rafaledesign.com, Rights International Group - www.
rightsinternational.com, Sara Taylor - www.sarataylor.co.uk,
product beginning to come through just as look at the whole picture these days.
Two Towns Studios - www.twoownstudios.com.
the downturn started getting nasty. This is In this trade there are always ways for
Gill Davies has been active in the greetings industry for many years and has worked in both the US and UK
markets, Her company, GDA, off ers a variety of services, including market intelligence, design and product
sourcing, PR and copywriting and licensing consultancy. Contact gdalondon@mac.com
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