INSPIRATIONAL
Joanne Fink -- Gifts and Dec, 9/15/2010 2:40:41 AM
Inspirational products - products that touch hearts, raise spirits, provide comfort and celebrate connections - have become a cornerstone of the 21st century gift market. They do more than inspire; they encourage, uplift and enlighten.
 |
 |
 |
And at their best, they can transform lives by giving hope and meaning. Although the category was originally geared nearly exclusively toward the Christian market, inspirational products today appeal to a much broader range of consumers - both to those who don't consider themselves religious, and those devout in their faith.
"All religious or faith-based products are inspirational, but not all inspirational product is faith-based or religious. Meaning ... some inspirational product can be uplifting and encouraging but may not have any religious foundation," explains Linwood Metts, president of Heartfelt Inc.
Meaningful Once, almost exclusively a Christian market category, inspirational uplifting
The demand for inspirational product - both religious and uplifting - is on the rise. The same economic conditions that have impacted the gift industry have fueled the growth of this category. "During times of economic uncertainty, people look for inspiration and surround themselves with mementos of comfort, encouragement, and safety," states Luke Harding, director of sales and marketing for the Inspirational Channel at Gregg Gift, a division of Enesco. "The circumstances of the past several years have allowed us to expand our product offerings in response to this demand."
Carol Thomlinson, vice president of His Hands Laser Engraving, agrees. "The religious market is strong, especially during hard times ... when being reminded of the source of our strength is a comfort," she notes.
 |
 |
Enlighten Candles have inspirational designs. Roman Inc. 800.729.7662 www.roman. com Reader service #950 Opposite page: Framed cross with scriptural quote. Heartfelt Inc. 888.287.8194. www.heartfeltinc. com Reader service #951 Words of Faith collection decorative crosses 10"x7". $6 each. Burton + Burton. 800.433.7610. Reader service #952 Lifelines collection desk accessory. Enesco. 800.4.ENESCO. www.enesco. com Reader service #953 |
Bookmarks with art by disabled artists. Trends Intl. 800.315.2110. www.trendsinternational.com Reader service #954 |
A BROADENING OUTLOOK
"The inspirational market has broadened over the last decade," notes Kobi Yamada, president and CEO of Compendium Inc. "Fifteen years ago, if you used the word ‘inspirational,' people thought you were talking about religious product, and retailers had a perception that it wasn't appropriate for the gift market.
Products that help people connect, comfort, celebrate and appreciate each other are more important than ever."- Kobi Yamada, Compendium
While traditional faith-based products such as crosses and angels will always be core to the category, as the category has grown, meaningful messaging - as well as innovative, yet functional, formats - has become more important. For example, repositionable vinyl phrases have revolutionized traditional wall décor.
Stephanie Heiffus, product marketing manager for Demdaco, remarks, "It is really the combination of current color trends with good artwork and sentiment that make up good inspirational product. Product lines have evolved from a one word sentiment to beautifully authored words that have definite messages."
 |
 |
Silver leather bracelets. His Hands Laser Engraving. 800.310.9911. www.hishandslaser. com Reader service #956 |
A CROSS-MERCHANDISED display unit from Pumpernickel Press reinforces the inspirational impact of Susan Lordi's Willow Tree line. The display combines Demdaco's figurines and other accessories with Pumpernickel Press' highly embossed greeting cards, giving customers a choice of ways to share their feeling through Lordi's "emotional vocabulary of sculptural gestures." |
Today's inspirational offerings also feature heartwarming sayings and sentimental or witty quotes on everything from jewelry and apparel to plaques and mousepads. "Inexpensive, small gifts with inspirational messages continue to grow in popularity," observes Steve Rose of Burton + Burton, pointing out a Mother's Day mug that reads ‘Mom is the friend you never outgrow' as an example.
CHANGING CHANNELS
 |
 |
 |
Bee Inspired Signature Gift Box is filled with scrolls of inspirational quotes. Bee Inspired. 517.290.2875. www.beeinspired. com Reader service #959 |
Tickle Monster inspires laughter. Book, $16.95; Mitts, $14.95. Kit, $34.95. Compendium Inc. 800.914.3327. www.live-inspired. com Reader service #958 |
Keepsake box, jewelry and mug are part of the Kelly Rae Roberts collection. Demdaco. 888.336.3226. www. demdaco.com Reader service #960 |
Because inspirational products have grown much more main-stream, Rose believes this category has potential for almost every type of retail location. "Products we used to only see in Christian bookstores are now popping up in florists, garden centers and mass market grocery stores," he shares.
"We sell to department stores a significant amount of nativities, which (unlike snowmen or Santas) are strictly religious," adds Dan Loughman, president and CEO of Roman Inc. "That's a good example of where religious inspirational product is more widely accepted."
THE MEDIUM AND THE MESSAGE
In the inspirational category, it is not just the imagery or symbol that is key to sales. Similar to the greeting card industry where sentiment makes the sale, the message is of primary importance. "The visual impact of our cards is the catalyst for delivering the inspirational text messages," notes Jim Thomas, national sales manager for Pumpernickel Press, a company that specializes in richly detailed, embossed greeting cards. The company recently introduced a collection featuring Susan Lordi's Willow Tree series.
"With Willow Tree," Thomas shares, "we have been able to transition beyond converting two-dimensional licensed art to three-dimensional embossed cards, to [give consumers another way to offer] Lordi's emotional vocabulary of sculptural gestures [and] ‘vocabulary' [as a way] to share their feelings with friends and loved ones."
"Text and typography are important elements this year, as are images that give an impression of growth and rebirth, such as flowers growing toward the sun, a nest, a butterfly in flight," adds Jane Maday, the designer of Highland Graphics new ‘Sweet Inspirations' coasters. "Butterflies are an important theme this year." She also notes that hand-lettered sentiments add "a more personal, positive feel than computer generated fonts."
WHAT IS SELLING
 |
 |
A variety of giftwares featuring Suzy Toronto's art and wacky words. Suzy Toronto Studios. 800.632.2175. www.suzytorontoswholesale.com Reader service #957 |
Sweet Inspirations coasters by Jane Maday. Highland Graphics. 770.924.6999. www.highlandgraphics. com Reader service #955 |
"Demdaco has seen strong growth in lines that speak to the young women and women young in spirit... [especially] such artists' lines as Curly Girl, The Kelly Rae Roberts Collection, Mama Says by Kathy Fincher, Embellish Your Story by Roeda," reports Heiffus. "And inspirational product that can be personalized for the recipient continues to be strong in the market. [There is also] a return of some of the ancient wisdoms from around the world."
Bee Inspired, a welcome newcomer to the gift industry, is capitalizing on the ancient wisdoms trend. "We have incorporated imagery that crosses the bounds of various cultures to represent inspiration," comments Marsa Truscott of Bee Inspired. "Our 2010 Limited Edition Bee Inspired Signature Gift Box features the lotus flower, dove, an open door, the hands of time, yin and yang, pillar of strength and Mother Earth."
Truscott believes the real trend in inspirational product "is in the breadth of people who now welcome all forms of inspiration into their lives." Bee Inspired's unique gift boxes are themed for different passages in life such as motherhood, corporate advancement and graduation. "Each box contains a collection of hand-tied scrolls imprinted with positive messages, and is interactive with its owner," Truscott explains. "No two people will remove the same scrolls in the same order every day. Each collection of scrolls is unique each year, keeping the consumer looking forward to each new annual gift box."
ADAPTING TO CHANGING CUSTOMERS
Bright colors and designs grace stationery gifts. Brownlow. 800.433.7610. www.brownlowgift.com Reader service #961
When it comes to design and style, what today's customer is looking for is changing. "In the past, the inspirational buyer wanted traditional themes, colors and art styles. Over the last year or two, we have seen another customer type grow quickly, [one that may be] younger, but always prefers brighter colors and more contemporary designs," remarks John Paul Brownlow, v.p. of sales and marketing for Brownlow Gifts.
But as with other products, price point is important; "Five dollar and less retail [prices] lend themselves to customers buying five to ten pieces at a time to hand out to their friends," Brownlow reports. "Ten dollars is another important price point. The over-$20 at retail seems to have slowed down."
"Times have been tough. People need encouragement. They need to laugh and feel good about life."
Al Toronto, president of Suzy Toronto Studios, concurs. "It's simply a fact that times have been tough. People need encouragement. They need to laugh and feel good about life. Products that meet these needs at an affordable price are still in high demand. Most of our products retail for less than $20, many of them for less than $10. Our current best-selling design is a compilation of Suzy's famous one-liners in a colorful poster format called "Wonderful Wacky Words to Live By."
CATERING TO THE FAITHFUL
Roman, which has specialized in faith-based products for almost five decades, is one of the few companies that incorporates scripture and sacraments on everything from wall plaque crosses to jewelry. The company recently introduced a series of fashion-forward inspirational product directed toward teens and young adults. "Our Cross fish is a great seller and appeals to a younger crowd," shares Dan Loughman. "We always do well with angels and nativities. But if we do a statue of a little kid, it doesn't sell; a statue of an angel always sells."
His Hands has been thrilled with the response to its new line of Couture Leather bracelets, which includes a selection in a variety of styles, colors and designs, according to Thomlinson. "It has been a huge success!" she enthuses. The company's other popular lines include ‘If Walls Could Talk' vinyl wall décor; MasterStones embellished sand-carved tiles and keepsake-boxed Pens of Praise.
Metts reports that "Heartfelt has seen increased demand for the company's framed inspirational verses and decorative crosses, both from general gift retailers and Christian bookstores during the last year," and notes that there is a "stronger demand for three-dimensional products that are unique and convey a greater perceived value."
MAKING A DIFFERENCE
The beauty of inspirational products is that they make a difference because they give people a tangible way to show they care as well as effect positive change. And many companies that manufacture inspirational products are committed to doing what they can to make the world a better place through not only their products but their actions. Forward- thinking Trend International is such an example.
It recently licensed artwork produced by disabled artists for a new series of bookmarks. Ketra Oberlander, founder of Art of Possibility Studios, which reps the artists, believes the line "integrates our message of hope and transcendence over adversity, and gives consumers an opportunity to support inclusion and compassion in their ordinary purchasing habits." Oberlander is hopeful that other manufacturers will follow suit.
As industry veteran Linwood Metts of Heartfelt remarks, "Never, at anytime, have inspirational gift products had a more significant impact in the marketplace than today. Americans want to be reminded of their faith to get them through the challenging times our country has faced." And inspirational products, through their affirmational messages, provide people with the impetus and strength to move forward and grow.
RESOURCES: | ||
■ Art of Possibility Studios |
■ Enesco LLC |
■ Pumpernickel Press |
■ Bee Inspired LLC |
■ Gregg Gifts |
■ Roman Inc. |
■ Brownlow Gifts |
■ Heartfelt Inc. |
■ Suzy Toronto |
■ burton + BURTON |
■ Highland Graphics |
■ Trends International |
■ Compendium Inc. |
■ His Hands Laser |
|
■ Demdaco |
■ Jane Maday Art |
|
Joanne Fink, president of Lakeside Design, Lake Mary, FL, is a noted industry designer, writer and speaker.
We would love your feedback!
-
Direct from Market: Atlanta, part 2
Jan 19, 2012 -
Direct from Market: Atlanta
Jul 20, 2011 -
Direct from Market: New York
Feb 3, 2012 -
Direct from Market: Atlanta
Jul 11, 2008 -
Branded Business Builders
May 1, 2010
VIEW ALL GALLERIES
