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The Barefoot Leather Guide to Marketing, Displaying and Selling Handcrafted Leathergoods - Part III - Display Ideas
A set of basic guides for craftspeople from Barefoot Leather of Ludlow, Shropshire, UKThe way leathergoods are displayed can add hugely to their perceived value. A beautifully presented and well lit item will always appear to be worth more than a similar item displayed in a stack. To understand this better just think about the presentation differences between a jeweller's shop and a market stall jewellery seller. Similar products in many cases but a world of difference in the prices.
Introduction
I have been working leather for more than thirty years. In that time I have attended countless craft markets, owned and run four retail shops and more recently set up a small manufacturing unit and wholesale leathergoods operation. I am happy to share my knowledge but definitely don't have all the answers; so if you have any great leathergoods sales, display or marketing ideas you want to share then please email me at ray@hatley.co.uk and do take a minute to check out www.barefootleather.blogspot.com
Display Ideas
Handmade leathergoods are an expensive commodity and are best displayed in a way that emphasises their value. They benefit greatly from being well lit and, as three dimensional objects, they generally look best when seen from more than one side. LightingLighting leathergoods properly can be difficult, but recent developments in LED PAR lighting now offer an easy way to light areas of a booth with different coloured lights. It is even possible to buy inexpensive sets of lights that can be controlled from a miniature light mixing desk to ensure a perfect mix of colour and intensity.
A new DMX stage lighting desk with 24 channels that can handle and dim LED PAR lights can be purchased on eBay for around 140 (approx $200).
Remember that you will need a power source close to your booth or a generator capable of producing enough power to run your lighting rig. LED PAR lights have a low power drain so are extremely suitable for outdoor locations and can be run very successfully off a small and relatively quiet generator.
Colour schemes Colour schemes are very important in a sales environment. A booth needs a carefully considered colour scheme that emphasises the beauty of the goods on display. Many sellers look for plain, neutral coloured backdrops for their goods that allow the items to stand out.
Suitable fabric can be purchased for relatively little money but a really inexpensive option is a large painter's cotton dustsheet dyed to suit your colour scheme. This can be used to cover a table or, stretched and tacked on a light frame, as a wall' between your table and the next in line and a place to display hanging items.
You may wish to look out for a contrasting fabric or material to cover any raised display areas but make sure the new colour compliments the overall colour scheme and is in keeping with the rest of the display.
Furs
Leather lends itself to being displayed on natural fur. A large cowhide is a good cover for a table display whilst beautifully tanned hair-on deerskin and reindeer hide will emphasise the smoothness of a leather item and can make it look more expensive.
Lighter coloured furs make a good foil for darker leathergoods. The disadvantage of hair-on' display materials is that some tend to shed hair, they attract dust and can be difficult to clean.
Belts Belts benefit greatly from being displayed on a custom made display rack and positioned where they can hang down from the buckle and be examined by prospective purchasers.
There are many kinds of display stand for belts but the simplest, strongest and possibly the most effective is a square section, timber or steel, rack with a row of hooks to hang belts about 5ft (1.5m) from the ground. The actual height of the stand will depend on the length of the belts but this size will work for most traders.
If a belt rack is painted a neutral colour (matt black works well) then the belts will stand out and look more attractive.
Shoulder Bags Shoulder bags have a long strap to hang from the wearer's shoulder and usually look best when hung up from that strap. Many vendors like to hang shoulder bags from the framework or structure of their booth. This seems to be one of the best options.
Custom made display stands are useful if you plan on selling from craft marquees or halls where the only available display area is often a table.
Clutch bags Clutch bags look well displayed on a pedestal type display that lifts them higher than smaller leathergoods and gives them significance. Bags are usually amongst the most expensive leathergoods on display so it is well to show them at their best. This usually means displaying them carefully to show their design features and construction.
Belt Pouches
Belt pouches are often strongly masculine and can benefit from being displayed in a way that emphasises their use. Thread a belt with three or four pouches and lay it flat on the table area of your booth. Use a pedestal display similar to that used for clutch bags for larger pouches.
Smaller pouches can often look good grouped together and displayed in a basket.
Brief Cases Brief cases need to be displayed in a way that enables the potential customer to appreciate their construction and design. They are usually designed to stand on a base so make sure you have an appropriate shelf or platform to display them on.
Most craft leatherworkers don't have the time or funds to make briefcases but these can be an elegant addition to any booth. An attractive, hand made leather briefcase will always attract attention from potential buyers and makes a good centre piece for any display.
Key Rings Key rings are usually displayed either on a flat board type display or on a revolving stand. They need to be seen by buyers so displaying them in a dump bin or basket is rarely as effective.
Positioning a key ring or other tall display to the side of your booth will give height to the side of your display area and focus the customer's eye on the more expensive goods displayed in the centre
Coin Purses
Coin purses look well in basket style displays and can form the main part of your flat table display. People will want to open purses and examine them before buying so make them easy to access. Remember that they can be expensive and are quite easy to steal so put them in a place where they can be seen from wherever you are sitting or standing.
Hanging Items Pendant lighters, neck strap pens and other hanging items need to be displayed hanging from some kind of rack. A simple bar, perhaps similar to the belt rack described earlier, that goes across the back of the booth behind the table display is ideal. Alternatively you may be able to hang your goods from the framework of your display booth
Wrist bands
Wrist bands, wrist bracers and leather bracelets look very well displayed on conventional tiered jewellery display stands. An alternative might be a custom made display made from wooden doweling rods painted matt black and slung from leather straps fastened to the framework of the stand or perhaps a custom made rack that stands on the table top.
A tall display of this kind can help to separate your goods from neighbouring sellers and create an individual and very personal selling space.
Small leathergoods
Small leathergoods always look well displayed in baskets. Many traders prefer to use similar sized square or rectangular baskets as they are less wasteful of expensive display space.
Some sellers like to put smaller leathergoods right at the front of a display so that buyers can handle the goods and choose the one they wish to buy. This is a great idea providing you can see the items clearly at all times. Be alert and wary of thieves.
Leather care preparations
Leather care preparations can also be displayed in baskets along with polishing cloths etc. Use the display to promote higher profit margin sales. If every customer who purchases a bag also purchases a jar of leather cream that carries a 100% margin you will add considerably to your overall profit. You may be surprised how many people will buy a small jar of leather cream even if they don't buy anything else. www.barefootleather.blogspot.com
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