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Spruce up for spring: the economy may be in hibernation, but that's no reason to be caught snoozing. Spring is the perfect time for framers to update their

Art Business News - March 1, 2002

It's March, and that means one thing for the picture framing industry: new looks, new tools and new ideas. Whether you attend the spring season's trade shows, learn about new products from suppliers or read about the trends in industry publications, this month is an opportunity to spruce up your business. It may be time to refresh a sample wall, update store fixtures, upgrade technology, replace framing equipment or add a new product.

Retailers may wonder if such improvements are wise during tough economic times. But now may be the best time to enhance your business, especially given current consumer attitudes. Yes, consumers are becoming more cost-conscious, but they are also becoming more quality-conscious and image-savvy. That is, they want the most value and the best shopping experience their budgets will allow, not necessarily the cheapest product.

As a result, there may be more at stake for framers when it comes to keeping up with trends. So as you compile your spring shopping list, keep in mind items that will not only refresh your inventory, but also enhance the presentation of your store, its image and its services.

Get Ready for New Approaches

This spring, framers may want to take a look at such products as lighting and hanging systems, as well as the latest mouldings. With the sale of original art surging in spite of the economy, such sideline products are becoming more popular with the art-buying public.

"We have seen an increased use of hanging systems in private residences, as more people grow their fine-art collections," commented Patrick Webb, sales representative for Arakawa Hanging Systems.

To respond to this market, Arakawa has developed a hanging system that also incorporates a track lighting system--the new product is scheduled for launch later this year. "The rail in the hanging system will be bigger to carry the electrical wiring for the lighting," explained Webb.

The numbers support Webb's observations. Art sales reached $31.7 billion in 2000, six percent more than the previous year's sales, according to a study titled "The Art Market Report 2001: The Market, the Industry, The Trends" from Unity Marketing. In addition, framers might find two other findings in the study interesting:

* More Americans are earning four-year college degrees, a reliable predictor of future art purchases.

* Of all art categories, original art has shown the largest increase in sales.

In short, the market is changing and expanding, especially in the upper end, which may require framers to take new approaches in the way they sell their products. But since art sales drive framing sales, these numbers should be good news to framers at a time when bad economic news is so prevalent. They also may prove to be a motivator for framers to keep investing in their businesses, said Carol Graham of SoftTouch Solutions Inc., which makes FrameReady software in Petrolia, Ontario.

"Recent articles have identified the downturn in the economy as a time for framers to become more motivated in their businesses," said Graham. She noted the editorial in the November/December 2001 issue of the Beveled Edge, in which editor Michael Strachan observed that while some businesses will use the distressed economy as "an excuse for their own misfortunes," others will see it as a catalyst for positive change.

"We have noticed that framers are taking a proactive, hands-on approach to getting organized, marketing themselves better and helping to determine their profit," noted Graham. "Small actions will give them an edge over competitors who choose to `wait and see.'"

Get Ready for a New Consumer

Analysts of the retail sector have been watching the effects of the sluggish economy carefully. While some companies have struggled, others have actually gained ground. The winners may have something to teach frame shop owners. Customers want reasonable value, personalized service, attractive presentation and upscale looks.

Perhaps these tenets of good business are nothing new; however, today, more consumers are making them imperative for the retail sector. As a result, retailers who once seemed as if they would never falter are finding it difficult to stay afloat, simply because they have ignored the attention to detail that today's consumers require.

For example, once-popular clothing chains like The Gap saw sales plunge 17 percent last year. Discount retailer Kmart recently filed for Chapter 11. Analysts have speculated that The Gap has failed to change with the marketplace, offering clothing that's no longer in sync with the consumer. As for Kmart, consumers are now spurning the once-popular retail giant, conveying that they perceive its goods and presentation to be of lower quality than its two major competitors, Wal-Mart and Target.

By contrast, Target's sales surged six percent last year and only continue to grow. Market watchers credit its success to its peppy sales campaign; a revamped, more upscale product line; attractive in-store presentation; and a continued promotion of affordable yet fashionable products. One customer told Fortune magazine that while she may stop out of necessity at a Kmart, its battered appearance sent her away quickly. However, she "browsed" at Target. "There's something about that place that makes me want to spend money," she said.

Translation: Consumers may want value, but perception is everything.

Such "perceived value" is currently driving the art and framing industry. In the last two years, the value of art and framing in the eyes of consumers has markedly increased. Framers who invest in the shopping experience--from well-chosen displays to seamless point-of-sale--as well as in their frame design, are bound to win in today's changing market.

Get Ready for New Looks

With so much attention on the comforts of home, design has had to soften its edges a bit. In fact, consumers' demand for natural, antique, simple and versatile have placed those words in the mantras of many a moulding designer.

"Framing trends this year continue to explore the natural environment around us," said Mark Del Degan of Roma Moulding of Woodbridge, Ontario. "Clean, simple lines complemented in warm earth tones like terracotta, mahogany, sand and cinnamon are popular. We continue to design around the concept of creating a correlation between the built environment and the natural environment."

Ileana Moya, marketing manager for Nurre Caxton, agreed that clean and simple currently rule the market. "We did some unscientific market research and found that about 58 percent of the market now prefers mouldings that are not heavy or ornate, but instead, can be used for any type of artwork, whether the image is modern, contemporary, classic or antique."

As a result, Nurre Caxton has refocused its moulding lines toward this new style trend in the market. The results are a new trio of moulding lines: the Metropolitan and Cosmopolitan, both launched late last year, and the Neapolitan, set for launch this spring.

"Mouldings in the Metropolitan line are black, sometimes with gold or silver accents, with distressed finishes that show undertones as if they are antiques," said Moya. "The Cosmopolitan line adds more metals, often with silver and gold combinations." Finally, new this spring, the Neapolitan line incorporates contemporary angles and colors with classic compo touches, concluded Moya, another nod to the public's appetite for distinctive combinations.

Once considered too beyond the pale, such two-toned, mixed-message mouldings are becoming popular with consumers and framers alike. "Framers used to run away from it, thinking it was hard to frame with," said Moya. "But now they're loving it."

Get Ready for Tech

At the top of the list for many framers are tech-ready products for their design counters and back rooms. This spring, "smart" machines and enhanced software products that incorporate advanced communication systems will be available for framers' perusal.

Although a full complement of computerized framing equipment may now be beyond the reach of small framers, it soon may be the norm. Already there are signs in the industry that framers are setting their sights on higher-cost equipment, said Greg Maes, sales representative of Alto EZ-Mat of Ellenburg, Wash. While many framers in small frame shops are still purchasing tabletop matcutters, that number may be decreasing.

"This part of the market has been falling away for us. For the most part, picture framers feel they need to spend $1,000 on a machine or it's not going to do them justice," Maes noted. "Of course, I would argue with that, but that seems to be where frame shops are moving."

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