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SPRING 2012 UPDATE FROM KAREN HENNESSY, CHIEF EXECUTIVE |
Released: 23rd March 2012
Read on for news and updates from Karen Hennessy
Welcome to the March 2012 issue of CRAFTlink.
Earlier this month we announced the results of our annual Consumer Perceptions survey which was conducted in December 2011 by Millward Brown Lansdowne.
The survey reveals that awareness and appreciation of Irish craft is at a record high, with 62% of Irish consumers purchasing a craft item in 2011, compared to just 50% in 2010. It also shows that over half of the population, (51%), are interested in buying and owning Irish craft, an increase from 39% in 2010.
These results could not have been achieved without the enthusiastic involvement and dedication to Irish craft of you, our clients, member organisations and partners. The findings demonstrate the success that can result from working together in achieving a common goal so we need to maintain this partnership approach and be as creative and efficient as possible in capitalising on the valuable opportunities created throughout 2011. It is only through working together that we can sustain Ireland’s dynamic craft sector.
The survey of a nationally representative sample of 800 participants found that:
• Ceramics and pottery were the most commonly purchased craft item last year, with 17% of those questioned saying they had bought from this category, followed by jewellery at 14%.
• Eight out of ten people say craft items make an ideal gift. Almost the same number believe that being Irish-made is important when choosing crafts.
• While craft is predominantly perceived as a gift, one in three people surveyed say they have bought craft for themselves.
• More women than men are likely to invest in timeless Irish craft, particularly women in the 35-64 age group in the Dublin and Leinster region.
• The average spend on craft during 2011 among respondents was €78, compared to €95 in 2010. However, there is evidence that consumers are buying more craft products but at lower price points, reflecting similar reductions in spend across other product categories.
Reflecting the intensive activity right across the country, 95% of those interviewed said they had seen, heard or read something about Irish craft in the past year: 72% noticed something in retail outlets, 64% read about craft in newspapers or magazines and 58% saw it on TV programmes.
These high levels of awareness reveal the positive impact of initiatives such as the inclusion of Irish craft in high profile public events like Bloom, The Tall Ships Race and Electric Picnic; the six part TV series Craft Master aired on RTÉ One last autumn; the “Imagined, Designed, Made in Ireland” identity on point of sale materials in retail outlets and craft fairs throughout 2011 and our media partnership with The Irish Times for Year of Craft. Over a third of respondents (37%) noticed an increased level of activity around Irish craft in 2011.
The significant surge in interest in buying and owning craft during 2011 reflects not only the increased level of appreciation for Irish craft following the Year of Craft initiative, but also the desire of members of the public to buy Irish and support local enterprises. Consumers want to buy Irish and buy quality, and now is the time to make the most of this valuable opportunity.
Our plans this year will build on this increased level of appreciation and awareness of Irish craft in order to sustain jobs in the sector and create opportunities for increasing exports – these plans range from publicising the uniqueness and widespread availability of Irish craft to consumers and developing relationships with retailers offering craft under our “Imagined, Designed and Made in Ireland’ identity to maintaining coverage of Irish craft with key media both nationally and internationally and promoting the numerous craft trails throughout the country to visitors to Ireland.
Looking ahead to next year, we hope that craft will rightfully play a key role in both the cultural programme for Ireland’s Presidency of the European Union (January – June 2013) and across the numerous events and activities planned for The Gathering throughout 2013. I look forward to updating you on plans in this area as they unfold.
As always, we welcome your feedback and suggestions on how we can make CRAFTlink even better. Please submit your comments to
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Wishing you all the best in the coming month,
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