EARLS cOURT CALL: 01732 824908 or 07901 654000 VISIT: handmadelivingshow.co.uk 5-7 September 2014 MEDIA PACK What is handmade living? An interactive show for people with a passion for all things handmade HandMade Living is a new lifestyle show brought to you by the team behind the award-winning Cake & Bake Show. Visitors can discover the UK’s biggest collection of stylish, modern crafts and creative indie makers brought together under one roof… and get involved! They will learn skills and tips from the experts, have a go at a range of new crafts for themselves and find the inspiration for their own handmade projects. They can then buy all the kit to experiment and enjoy the activities at home. There will also be inspiration and advice on hand for those looking to take the leap from hobbyist to professional crafter. MORE ABOUT THE SHOW OFFERING We’ll bring together the exciting new talent setting the trends in contemporary craft. The best teachers and experts will lead workshops, theatre demonstrations and have-a-go areas. Visitors will then be inspired to create their own projects at home and stock up on the equipment they’ll need while they’re there. Our gallery area for handcrafted items to buy will create the largest and most visible ‘shop window’ to showcase the best designers and artists in the handmade world. TO BE PART OF THIS COMMERCIALLY LUCRATIVE SHOWCASE, CALL OUR SALES TEAM ON 01474 556312 OR 07901 654000 = = = = = HOMES & INTERIORS e.g: upcycling furniture, floristry & plants, woodwork, party planning, glasswork HOBBIES & CRAFTS e.g: woodwork, homemade beauty, jewellery, ceramics, crafts for kids PAINT, DRAW & IMAGE-MAKING e.g: painting, drawing, photography, printmaking, papercutting TEXTILES & FASHION e.g. knitting, machine sewing, felt work, fabric upcycling, needlework, millinery FOOD & DRINK e.g: sweet things, animal produce, preserving and curing, baking, craft beers, wines & spirits 100s OF HIP HANDMADE CRAFTS UNDER ONE ROOF Here’s just a small selection... N P 0] PRINTMAKING Upcycling for the home Felt work R @x a </ A Needlework Sweet things Ceramics Paper CUTTING HOMEMADE BEAUTY knitting CRAFT BEER, WINES & SPIRITS Photography The rise of the Handmade trend The trend towards making, buying and selling all things handmade has really gathered momentum in recent years, giving craft an exciting modern twist. The handmade movement is now both inspiring pop culture and taking cues from it. Just look at the popular woodland animal theme or crafts inspired by cult TV series’ - Breaking Bad themed cross stitch is just one example! TV programmes have also made craft their subject - such as BBC’s The Great British Sewing Bee and upcycling series The New Reclaimers - with their popularity reflecting the rise of this movement. So what are the reasons behind this growth? 4 A return to authentic values There’s an innate satisfaction from physically making something yourself, that brings a sense of achievement and pride. It can also be a joy when day jobs are ‘virtual’ and computer based. What’s more, craft activities are relaxing and counter the stress of modern life. Nostalgia is also at the heart of the trend - the wish to revive skills from previous generations ~ so we too can hand them down to future ones, or maybe try things we last with did as children that hold fond memories. It’s also a social thing - a way to share ideas and interests with friends old and new, by meeting in person or online! T The economy A desire for individuality v The power of the internet Economic forces also have a key part to play. Choosing handmade lifestyle fits with the wider desire to buy local and ‘buy British’, for environmental reasons and to support small local businesses, especially during the downturn. The recession has helped spur the ‘make do and mend’ approach and a desire to be thrifty and more self sufficient. It has also spurred more people to start their own craft business. Handmade is also a reaction to the culture of cheap mass-produced items that flood the shops today. Making original, custom-made items is a way to express people’s unique style. There’s also an increased desire for personalisation, with items featuring names or being created for special occasions, like weddings, to become a treasured memento. The web has perhaps been crafts’ biggest enabler. More people are online than ever and have a rising number of ways to connect with the crafting community. Enthusiasm is fuelled by sharing ideas, tips, templates and tutorials via blogs and social media tools like Pinterest. The internet has also expanded the marketplace - now you can find, buy and sell handmade on a global scale. The likes of Etsy and Folksy have made it easy for makers to set up shop and for buyers to discover their wares. They help in sourcing more specialist supplies too. ALL THIS IS LEADING TO more niche crafts… and boundless opportunities. -------------- Making something is more accessible than ever! -------------- A Ai N AN OVERVIEW OF THE MARKET Craft may be thought of as a niche vertical, but it’s a large market that encompasses a wide array of sub sectors. The UK craft market is worth £1.5bn-£2bn per annum = = = = N Searches for terms like ‘handmade craft ideas’ increased by 70% in 2012 * There’s potential to increase this by a further 64% * Data from Google UK CRAFTER NUMBERS INCREASED 12% BETWEEN 2012 AND 2013 71% OF BRITISH FEMALES - 18.1 MILLION - TRIED A CRAFT LAST YEAR 55% OF BRITISH FEMALES ENJOY CRAFT AS A HOBBY THE BIGGEST GROWING AREAS ARE TEXTILES (34%), CERAMICS (30%) AND JEWELLERY (21%) -- The opportunity for growth is huge and the show can be a catalyst -- HOW HANDMADE LIVING IS DIFFERENT Is the first crossover lifestyle event that’s not sector specific The large scale shows that currently exist are squarely aimed at the specialist ‘quilt maker’ or ‘knitter’– who is already an expert absorbed in their passion. These events have not changed much and are pretty daunting for newcomers. We see handmade as a lifestyle choice and want to provide an inclusive environment that encourages people to get creative and most importantly have fun - whatever the activity may be. The focus is on interactivity The plethora of small craft fairs and makers market are great for shopping to buy finished handmade items but there’s much less opportunity for people to try out a range of craft styles and activities for themselves. So a key show element is to encourage people to get stuck in and experiment! Once visitors have a go and get involved, they will want to leave with the tools and inspiration to explore these new crafts at home. Provides a wider community hub 6 w We are creating an inclusive environment, which is as exciting and diverse as the people who will be exhibiting. Gives craft a modern twist 6 We’ll showcase the most modern, on-trend crafts and the new twists on favourite activities. For newcomers, we’ll banish any notion that craft is an old fashioned pastime, offering lots of fresh and quirky activities to try. meet and interact with the VIBRANT community WHO ARE Involved in this MODERN craft movement WHO WILL VISIT THE SHOW HANDMADE LIVING is aimed predominantly at women in their 20s and 30s. They aspire to create a personalised, homely environment for their friends and family. They want to be a brilliant friend or mother through the handmade gifts they give and parties they host, where people can see the effort that has gone in. They may simply want a home that’s welcoming and full of personality, creativity and good taste. They love making things for the sense of achievement... and because it’s fun! = = = = = Primarily 20- and 30-something women who may be passionate about one craft stream but is open to experimenting with other activities. Career professional, “homey” professionals and stay at home mums Aside from crafting, they also enjoy baking, interior design, travel, fitness, eco credentials of products /foods, generally healthy lifestyle and entertaining. From students on low disposable income to career singles and middle class housewives with generally high disposable incomes. Traditional older crafters who want to see the best in their specialist craft but are open to new ideas 2 = = = WHY GET INVOLVED WITH THE SHOW? 6 46% COME (PRIMARILY) TO BUY 26% COME (PRIMARILY) FOR THE WORKSHOPS w Our research tells us the following about visitors: 28% COME (PRIMARILY) FOR INSPIRATION & EXPERIENCE 6 2 THe inspiration leads to ongoing purchases beyond the show itselF Key opportunities for exhibitors 1 y Grow your business Showcase your expertise T 4 Expand customer base Launch a new product v . Build brand awareness SAMPLE & SELL PRODUCTS A show with year-round activity HandMade Living is more than just a three day event.We have a full, year-round programme of press, PR and social media activity planned. In addition to the show website, with its own blog, serving as a community hub - our team will also be posting inspiring content on all things handmade via the show’s own Twitter, Facebook and Pinterest accounts. . Connect with your audience A media partnership with a key publication will also ensure maximum press coverage for HandMade Living show partners and exhibitors. Our on site community, tutorials and competitions will all ensure event partners can engage with their target audience on an ongoing basis. SPONSORSHIP OPPORTUNITIES A key feature and point of differentiation of HandMade Living is its interactive nature and the quality and quantity of great content from leading crafts. These will be showcased through our main theatres located within each of the five zones. There is the opportunity for the right brands to work in partnership with our team to sponsor a memorable live visitor experience. It is important to the team at HandMade Living that we partner with the right brands. If you think that sponsorship may be of interest, then contact Sales Manager Rhonda Dearsley on 07901 654000 or email her on: [email protected] Get in touch with us PHONE: 01474 556312 or 07901 654000 TWITTER: @handmade_show EMAIL: [email protected] FACEBOOK: facebook.com/handmadelivingshow WEBSITE: handmadelivingshow.co.uk PINTEREST: pinterest.com/handmadeliving1