Market Trends for Today's Artisanal Landscape
Issue#4 Unveiling the latest market trends in the handicrafts sector and how they are transforming the landscape for artisans and retailers
As a GenZ, I spend more time surfing the web than living in the real world. Trends? Consider me an addict. When it comes to an industry I’m so engrossed in, I've always wanted to gather my thoughts on the trends and drivers for Handicrafts.
As someone passionate about the beauty and uniqueness of handmade goods, I’ve always been captivated by how this industry manages to balance the preservation of ancient techniques with the excitement of modern trends. In today’s globalized and digital age, the handicraft industry is not just surviving but thriving, thanks to a dynamic interplay of market trends.
This article is dedicated to exploring the most influential trends driving this remarkable growth and transformation.
In this article, we’re diving into the vibrant world of handicrafts, starting with the expansion of marketplaces and increasing cross-border accessibility, making it easier than ever to shop globally. We’ll explore the growing awareness and adoption of sustainability, as consumers and creators alike prioritize eco-friendly practices. With an increasing demand for unique and novel handmade products, the market is booming with one-of-a-kind treasures. The integration of technology in craft production is revolutionizing the industry, while collaborations between artisans and designers are creating innovative and beautiful pieces. We’ll also look at the expansion into luxury and high-end markets, proving that handmade can be fancy too. The rise of pop-up stores and craft fairs is adding a fun, interactive element to shopping. Ethical fashion and the slow fashion movement are gaining momentum, promoting mindful consumption. Educational workshops and virtual craft classes are making learning accessible to all, and finally, we’ll discuss how handicrafts are becoming a therapeutic activity, contributing to health and wellness trends.
Whoosh! Get ready to be trendi-fied!
Trend #1: Expansion of Marketplaces and Increasing Accessibility Cross Borders
Marketplaces are a tech invention that I think only became essential after people started using them. Usually, solutions address existing problems, but marketplaces were a unique case—they solved an inconvenience that no one realized was there until they experienced digital shopping.
The digital revolution has transformed the way we buy and sell any product, handmade goods are no different. In fact with the ease of access to any regular factory-made product listed online, it has become difficult to find something is unique. Personalised products is the TREND which is here to stay now. Online marketplaces like Etsy, Amazon Handmade, and global platforms like Alibaba have opened up new avenues for artisans to reach a worldwide audience. Going forward enablement of the artisans across geographies to leverage the cross boarder market, will enhance the business drastically.
This expansion has not only increased market accessibility but also allowed for the exchange of cultural artistry on an unprecedented scale. According to a report by Grand View Research, the global handicrafts market is projected to reach USD 1,050.53 billion by 2034, with a compound annual growth rate (CAGR) of 10.5%. This growth is largely fueled by the ease with which consumers can now purchase unique handcrafted items from artisans around the globe.
Trend #2: Increasing Awareness and Adoption for Sustainability
Sustainability is inevitably at the core of every conversation we are having today. And it has become a cornerstone of modern consumer behavior.
There is a growing awareness and demand for products that are not only eco-friendly but also ethically produced. The handicrafts industry, with its focus on traditional and sustainable methods of production, is perfectly positioned to cater to this demand. Consumers are increasingly seeking out items made from natural, recycled, and upcycled materials. According to a Nielsen report, 73% of global consumers say they would definitely or probably change their consumption habits to reduce their environmental impact. This shift towards sustainable consumption is driving artisans to adopt greener practices and promote the environmental benefits of their crafts.
In India, there's a full-on mission to bring traditional handicrafts back in style, with a big push for sustainable and ethical fashion. Think "Back to Roots," but make it fashion! This movement is all about preserving our rich textile heritage and giving a boost to artisans who are up against the flood of cheaper, machine-made knockoffs. The Indian fashion scene is pivoting towards more meaningful, ethical, and homegrown trends, making traditional crafts the coolest thing since sliced bread!
Trend #3: Increasing Consumer Demands for Unique and Novel Handmade Products
I came across a study by Forbes which says “The Consumer Preferences Tipping Point: Personalisation Is Now A Must-Have“. It made me wonder when was the last time I said No to a personalised or customised product that falls in my budget, probably never. The liking towards personalised products is only going to become more pronounced as the next-gen of Millennials and Gen Z are digital natives who have grown up expecting tailored content and recommendations.
Are there any benefits to Personalised Products beyond their uniqueness?
My studies say, yes, there are many. Buyer loves the control that the personalization of products gives them. It helps them adopt the product quicker. These products also come across as a solution when a buyer is not able to find a specific product in ready-made market. With the integration of AR into e-commerce customers can now imagine the product they wish to customise way better than ever before. You might think a pink tshirt with text in yellow looks great for you, but the visualisation of it might give a reality check even before paying for the tshirt.
In a world that was earlier dominated by mass production, there is a growing appreciation for the unique and one-of-a-kind. Handmade products offer a personal touch and a story that mass-produced items simply cannot match. This desire for uniqueness is driving consumer demand for handmade goods. A survey by Statista revealed that 60% of consumers are willing to pay more for a product that is handmade. This trend is encouraging artisans to innovate and create novel products that stand out in a crowded marketplace.
All customised products are not handicrafts, but handicrafts are mostly customised product hence the rise of personalised market is definitely going to open many doors for handicrafts market as well.
Trend #4: Integration of Technology in Craft Production
For centuries, handicrafts have been a beloved form of self-expression and art. From ancient pottery and weaving to modern jewellery making, the art of crafting by hand is timeless. However, in this age of technology and advanced manufacturing, handmade crafts have found new life with tools that make them easier than ever to craft and create.
As a consumer, our interaction with handicrafts and the role of technology in it is only limited to getting them at our doorsteps by the click of a button. However, technology is not just transforming handicraft e-commerce marketplaces; it is also revolutionizing the production of handicrafts.
The newfound technology in crafting traditional materials not only opens doors for artists to product faster but also makes the product very affordable and pocket-friendly. Yet beautiful, at the same time.
From 3D printing to digital design tools, technology is enabling artisans to enhance their craftsmanship and explore new creative possibilities. This integration is also helping to preserve traditional techniques by digitizing patterns and processes, ensuring they are not lost to future generations. A study by McKinsey & Company highlights how technology adoption in small and medium-sized enterprises (SMEs) can increase productivity by up to 30%, underscoring the potential benefits for artisans who embrace digital tools.
Trend #5: Collaboration Between Artisans and Designers
Dior did it before anyone could even think off. If you don’t know what I am saying, here’s the context.
Paris to Mumbai, a classic collab: Dior's creative director, Maria Grazia Chiuri, as we all know, stands out as one of the most unconventional designers today, she is redefining collaboration. Unlike others who see collaborations as high-profile team-ups, Chiuri views them as opportunities for relationship-building and shared success. A prime example is her long-term partnership with the Chanakya atelier in Mumbai, India. Chiuri has worked with the atelier’s director, Karishma Swali, for many years, relying on their exquisite embroidery. Dior supports the Chanakya School of Crafts, which empowers women through hand embroidery skills, fostering financial independence.
In March 2023, Chiuri elevated this partnership further by staging her Fall 2023 show in Mumbai, showcasing a "creative dialogue" between Dior and Chanakya with one of her most intricate collections, rich in silks, jewel tones, and detailed embroidery.
This is a classic example of Designers / Brands / Fashion Houses collaborating with artisans. And AUDIENCE LOVES IT!
Collaborations between artisans and contemporary designers bring fresh perspectives to traditional crafts. It makes them more wearable and trendy. These partnerships are not only resulting in innovative products but also elevating the profile of handicrafts in the global market. Designers bring modern aesthetics and market insights, while artisans contribute their deep-rooted skills and cultural knowledge.
With the advent of such collabs, the future looks bright for the artisans and designers leveraging the culture and art. This synergy is creating products that appeal to a broader audience and often command higher prices, benefiting both parties involved.
Trend #6: Expansion into Luxury and High-End Markets
When I was thinking of the previous Trend, I naturally thought of the overarching Luxury and High-End Market. Handicrafts are no longer confined to local markets and souvenir shops. The desirable aspects of handicrafts are culture and art, and these are the exact things that made high-end luxury brands, the brands that they are. The quality of handmade, the storytelling of cultures, the skillset of artisans and the rarity of unique handmade products are exactly what defines a ‘luxury’ brand as luxurious.
So, just by joining the dots, I am sure there is a growing trend of handmade products being featured in luxury and high-end markets. Brands like Hermès and Louis Vuitton have collaborated with artisans to create exclusive handcrafted collections now than ever before. Thanks to social media consumers can now connect with their aspirational brands beyond offline stores. Consumers are really into the stories and ideologies the brand promotes. This expansion into luxury markets is not only boosting the value of handicrafts but also highlighting the intricate craftsmanship involved in their creation. The luxury handicrafts market is expected to grow significantly, driven by affluent consumers seeking unique, high-quality products and so will the demand of artisans and handmade crafts.
Trend #7: Rise of Pop-up Stores and Craft Fairs
Pop-up stores and craft fairs are becoming popular platforms for artisans to showcase their work. And we are all in for these experiential shopping sprees! The temporary retail spaces of pop-up stores offer artisans a direct way to engage with consumers, receive feedback, and build a loyal customer base all at a very affordable rental investment! These temporary store setups can also help new businesses to test their products and also take feedback from the consumers. The customers also get to experience the person behind the brand and the vibe of the person making the entire purchasing process more experiential and humane.
On the bigger scale, some countries also have national-level trade fairs like IHGF Delhi Fair , China Xiamen International Handicraft Fai, Renegade Craft Fair in the US and the Great Indian Bazaar are attracting large crowds, creating opportunities for artisans to reach new audiences and potential business partners. According to Eventbrite, the number of craft fairs in the US alone has increased by 30% over the past five years, indicating a strong and growing interest in handmade goods.
Trend #8: Rise of Ethical Fashion and Slow Fashion Movement
To address some major challenges faced by the artisans, the slow fashion movement is on the rise. For all the right reasons, one must support and try to adopt this movement. The major challenge faced by any artisan from any country is the unfair pay and competition from cheaper, machine-made replicas. So now is the time when the handicraft industry needs to double down on sustainability, embrace modern design sensibilities, and ensure fair pay and conditions for artisans and the consumers are absolutely ready to embrace such products. Fairtrade is an alternative approach to conventional trade and fosters a partnership between producers and consumers. Fairtrade offers producers a better deal, ensures the protection of the environment and empowerment of the vulnerable in rural societies.
Although the slow fashion movement has a bigger objective against the harmful impact of fast fashion on the environment and garment workers, the rise of ethical fashion and the slow fashion movement is closely tied to the handicraft industry.
Consumers are increasingly rejecting fast fashion in favour of clothing and accessories that are made ethically and sustainably. Handicrafts, with their emphasis on quality over quantity, align perfectly with the principles of slow fashion. Artisans are producing garments and accessories that are not only beautiful but also have a minimal environmental footprint. This shift is driving demand for handmade fashion items and encouraging more artisans to enter the market.
Trend #9: Educational Workshops and Craft Classes Virtually
One good aspect of the 2020 pandemic is definitely how the world embraced learning skills online. The demand for craft education is on the rise, and virtual workshops and classes are making it easier for people to learn new skills from the comfort of their homes. These classes are affordable and can be taken at any time of the day. The world pre pandemic was really engulfed by the hustle culture which never let anyone realise the essence of living everyone was missing out on. Work was happening and life was passing by. However, in COVID-19 pandemic, each and every one of us was forced to sit down and stay still for the first time in this century. This stillness taught everyone the importance of two things - health and mental wellbeing. So right during the pandemic platforms like MasterClass, Skillshare, and Craftsy started taking up. People started understanding how unpredictable life is and how important each day is which led them to take their hobbies and skills seriously.
There are a plethora of courses offered/taught by master artisans, covering everything from pottery to weaving over these online educational platforms. These educational opportunities are not only empowering individuals to create their own handmade items but also fostering a deeper appreciation for the craftsmanship involved. The rise of this will eventually lead to more awareness and consumption of Handicraft Products.
Trend #10: Health and Wellness Trends: Therapeutic Activity
As a natural progression to the previous trend, where we realised the possible impact of embracing digital platforms to fulfil hobbies and interests in the post-pandemic era, the value of Handicrafts being recognized for their therapeutic benefits is inevitable. Have you ever got your hands dirty in pottery? If not, try it out to feel the mud and clay take away all your stress and anxiety leaving you with happiness and a cute handmade product. Engaging in craft activities is determined to reduce stress, improve mental health, and promote overall well-being. The therapeutic value of crafting is being embraced by wellness programs and mental health practitioners and definitely more so after the pandemic. A recent study by BMC Public Health published tells us about how Arts engagement supports social connectedness in adulthood. Crafting activities can also enhance emotional resilience and improve mood. This recognition is driving interest in handicrafts as a beneficial activity for health and wellness, further expanding the market for handmade goods. Crafting additionally has been shown to be a natural anti-depressant. Research studies have shown that those suffering from PTSD, Anxiety Disorders, Insomnia and any level of chronic pain have achieved a reduction in symptoms by incorporating crafts into their lives. These activities are not only limited to creating a craft product but the experience of collaborating and socialising also reduces loneliness and therefore enhances mental wellbeing.
I am sure the newfound love for life post pandemic is here to stay. The pandemic did teach everyone how fragile life is and now is the only time to make the most of your life. So enhanced participation in such activities will be here to stay, eventually enhancing the adoption and liking of handicraft products.
These trends highlight the vibrant and dynamic nature of the handicraft industry. As artisans continue to innovate and adapt to changing consumer preferences, the future of handcrafted goods looks promising. By understanding and embracing these market trends, stakeholders can not only preserve traditional crafts but also drive the industry towards a sustainable and prosperous future.