The Art of Licensing - June 2008 - (Page 20) The Paper Trail Many artists are exploring the stationery and paper goods category, which has been a key area of interest for today’s young female consumer. By Regina Molaro One would think that the latest technology and digital communications such as cell phones, text messaging, and e-mail would make paper-based products lose their luster, but luxury paper has become a hip means of expression for those in their 20s and 30s. In a recent study of the $37.4 billion stationery goods market, Unity Marketing found there’s been a generational shift from older to younger consumers. A survey among 1,200 recent stationery shoppers found that those aged 25 to 34 were the biggest spending age segment on all things stationery. Perhaps it’s the influence of style setters such as Martha Stewart, Kate Spade, and Vera Wang, who also joined the stationery category, but specialty retailers such as Crane & Co., Papyrus, and Kate’s Paperie have become key destinations for those with a passion for paper. From 2000 to 2004 the sales of greeting cards were in steady decline. “In 2005, the tide started to turn as a result of a shift in consumers’ shopping preferences away from mass retailers and discounters toward specialty retailers that offered higher quality and more specialized card choices,” says Pam Danziger, president of Unity Marketing. After four years of steadily declining sales, the greeting card market made a comeback—rising more than 11 percent from 2004 to 2006. In 2006, it climbed to more than $10 billion. Specialty card and gift shops also regained 6 percent market share.” “One segment of the stationery market that has not enjoyed a new youth movement is traditional greeting cards,” says Danziger. “While stationery products have got youth appeal, greeting cards remain stuck with an aging consumer.” Middle-aged consumers (45 and over) are the mainstay of greeting card manufacturers, which can mean real disruption in the future for those companies not attuned to the needs and desires of younger customers. What is today’s young consumer looking for? Naturally, eco products, which include cards made from recycled papers or ones that use ecologically friendly inks, are key to this segment, but design also plays a major role in their decision-making process. High-tech embellishments such as die-cuts and foldouts are also bringing a more sophisticated aesthetic to cards—many now feature hand-made or hand-laid paper. Some even include sound chips, which play music when the card is opened. A handful of artists, including Kate Spain see opportunity in the stationery and paper goods category. Spain sees the category as a gateway into the marketplace. “Stationery is a multi-faceted category with many possibilities for brand awareness and extending a brand,” says Spain, who believes opportunities exist for both specialty stores and mass retailers. “Since it’s relatively economical to produce stationery items, retailers seem to be more likely to take associated risks, which they’ve done repeatedly with color palettes,” says Spain. Karen Bullard, who founded karen cole paper in 2004, believes stationery and personal notes keep people connected in a way that e-mail can’t. Note cards, imprintables, and memo pads now feature Bullard’s signature hand-drawn whimsical illustrations. “I’ve always had a paper love affair. There’s nothing like receiving a handwritten note from a friend.” Fashion-forward Bullard’s paper women collection, ages 25 and up are the focus of which is currently available at finer stationery stores nationwide and online. Suggested retails range from $12 to $13 for a box of 10 cards and envelopes. Due to the success of Bullard’s stationery collection, the artist and entrepreneur recently launched a licensing division, karen cole design. She believes her designs could easily translate to fabric, home decor, and rubber stamps. Being a “twenty-something go-getter,” Joanna Alberti of card collection philoSophie’s knows firsthand how to cater to the female consumer aged 13 to 50. “It’s fun to develop the line through the eyes of ‘can-do’ women,” says Alberti. A former assistant media planner, Alberti always had a passion for illustrating. After a stint juggling two careers (a full-time commitment followed by evenings curled up with her sketchpad), Alberti decided to flee the agency to pursue her passion for illustrating. As the concept for philoSophie’s began to evolve, Alberti decided to exhibit her cards and invitations at the National Stationery Show. She was 20 THE ART OF LICENSING Summer 2008
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