It's not often that I get to apply my marketing skills to scrapbooking!
It is sad but true – quite a few of the more established UK scrapping shops have closed their doors recently. Some of these closures came as a shock to me, others not quite so but it has generated a lot of discussion on some UK boards. Some fear the demise of the craft, others think that it’s the wholesalers that are the evil ones, others blame “mainstream” stores for getting into the craft and lowering prices, etc. I think it’s about time I presented my theory: and as it’s my blog I can do whatever I want! As a marketeer, I think that what is going on is a combination of things. The first one and easiest to explain is the “boom and bust” theory. Mainly, an industry faces incredible growth but at some tipping point this growth becomes unsustainable and there are casualties. It’s a bit like what’s happened with the Internet bubble when it burst: lots of ambitious plans were abandoned but the industry as a whole is clearly still around. The bubble bursting just slowed down growth to more...