Stationery - Directions 2011
GDA Staff -- Gifts and Dec, 1/12/2011 6:22:30 AM
As you prepare to head to the trade shows and to work with your reps on purchasing products for 2011, keep in mind the key merchandise categories, product themes and color and design trends that stationery industry experts predict will sell well in the coming year.
Retailer P.O.V.
"Our customers rarely limit their choice to only green products, but if a product is made from eco-friendly materials or the company uses eco-friendly practices, it is a definite plus," shares retailer Hannah Rodewald, owner of The Pleasure of Your Company in Lutherville, MD.
PRODUCT TRENDS
• Photographic Personalization - "Personalization continues to be a huge trend across many product categories, as it has really tapped into the consumer's desire to make a product special while also being able to test out their own creative abilities," states Leanin' Tree's Susan January. And, thanks to advances in digital technology, photos are increasingly being employed to enhance and to customize a variety of stationery items. "Any product feels and looks more special when you're able to add elements that make it personal [such as] using your child's or family's name, or by adding personal photos for special occasions," says January. Particularly popular, according to January, are photos combined with interesting stripes and patterns.
• The D-I-Y Element - Another offshoot of personalization is the "DIY" (do-it-yourself) category, which continues to grow and expand. "This is true in both physical and digital formats," states Stracher, "where cards, boxes, packaging and other paperbased products are created [by hand], as well as in scrapbooking and memory- making where digital products are entering the market in a big way."
• Green and Eco-friendly - Green is here to stay and is being embraced by more stationery companies. This is not a temporary fad but rather an enduring mindset, says Stracher. The adoption of green is widespread both in product and in the workplace, and is being accomplished without sacrificing great design.
"Sustainably designed and produced products are good for people, for the planet and for profits. As consumers demand more value from their products and vendors demand more sustainable packaging and production, we see this category only growing more important every year," remarks Jennifer Slaughter, marketing manager for iota.
• Complementary Gift Lines - Many stationery companies are expanding their lines beyond paper to include complementary, gift-oriented items to help enhance stationery retailers' bottom lines. "I think stationery companies will continue to utilize their design resources to expand beyond paper products into gift categories that are fun, have utility and offer good value," remarks Glen Biely, co-president of The Madison Park Group (MPG).
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Photo Personalization: Greeting card incorporates personal photo and children's art. Helps to fight autism. Vanilla Print. 919.637.0745. |
The D-I-Y Element: Changeables Design Kit with stamper to personalize notes, wrapping paper, gift tags and more. $29.99. Three Designing Women. 877.267.4334. |
Eco-friendly: Envelopes are post-consumer chlorine-free recycled paper. Made in the U.S.A. Green Paper Company. 614.633.7967. |
| For the remainder of the article, see Part II - Stationery - Design Themes Part III - Stationery - Color Trends | ||
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