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| Credit: getlstd-property-photo |
Finding suitable shops and outlets
Shops and
galleries want stock that meet or exceed their customer expectations of
quality, style, function and price. In
other words, they are looking for work that will fit with the other products
already on show. These shops generally
will be those that already sell hand crafted work. You need to show how your
work fits with or adds to the retail premises.
As you are selling handmade items, you also will be looking for shops
with higher price levels to be able to sell to the shop at a reasonable profit.
You need to do
your research.
What do you know about the gallery/shop?
- What is its perceived standing? Is it a “go to” shop? Does it get discussed in media? Is it talked about in craft circles? What does its online presence look like?
- Location. Where is it? Is it in a prestigious area? Is it unobtrusive?
- Will there be, or is there already, a good footfall? Who are its customers? Who does the shop target as their clientele?
- What is the fit between the shop and your pieces? Will your pieces fit in with the existing items? Will they stand out well, or seem odd?
- Will the shop advise on the prices they expect to get? Can the shop get you higher prices?
- Does the shop have promotional events that you could participate in?
Visit the store/shop as though a customer first to
assess the venue. If the shop is too far
away to visit in person, look online to get a sense of the business. This will show how the shop fits with your
products – style, kind, price levels.
Also take note of the presentation of the store internally and
externally.
Even after
visiting in person, an internet search will be useful, especially to find out
about their submission policies and forms. Look at what internet profile they
have. And do they have good online reviews? Also enquire around from people you
know about the venue, and contact any local crafts organisation for more
information.
Local vs
regional/national
Should you be
looking at local shops or be more ambitious and look at a wider area. If you are willing to travel some distances
for craft fairs, pop-up shops, etc., you may find expanding your search area to
regional and multiple outlets a worthwhile activity. You could take an extra day to investigate
shops in the area or meet with the owners.
Some
considerations in favour of starting local:
- Low cost shipping. If your work is large or difficult to post, you can hand deliver.
- Local helps to start small and get experience for larger volumes, more stores.
- Local builds an audience for your work near your studio.
- Getting featured in local press is easier that regional national.
- Local allows for a more intimate relationship to be developed.
- Starting local allows you to learn how to build up the volume of your work.
Assessment
Arranging a visit
to the short list of shops is the next step.
After those meetings there is a further assessment of the venue to be
done. These are the same questions you
looked at in your preliminary research about each shop:
- What is its perceived standing? How do they perceive themselves?
- What is their media presence? What is the customer perception?
- Location in shopping terms.
- What is the customer base and how does your work fit with that group of prospective purchasers?
- How will your works fit with the shop and its presentation?
- What advice is available on the prices they can get for your items?
- What promotional activities are presented?
- What are the consignment commission rates?
Since these are
the questions you will be basing your decisions upon, they are the ones you
should be asking during the appointment, if not already discovered from your
prior investigations. Assess how you
feel about the responses you received after the conclusion of the meeting. Do not make on the spot decisions.
Selection of a gallery or shop in which
to place your work is a complex interaction of commission levels; the value you
place on your time in preparing for and attending craft fairs or putting your
work online; the perceived prestige of the shop/gallery; the potential
relationship between you and the outlet; and the relationship of the
consignment, wholesale and retail prices.
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