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TNNA Survey Says: Promote Other Fiber Arts, Too

Posted By India Hart Wood, Hart Business Research, Thursday, August 11, 2016

TNNA Survey Says is a biweekly series of articles featuring useful business advice based upon the TNNA State of Specialty NeedleArts 2016 surveys of more than 15,000 fiber artists, retailers, and wholesalers.

TNNA Survey

Your Customers Know Multiple Fiber Arts, So Sell Them

The typical fiber artist today does two different fiber arts but actually knows how to do three or four. This represents an opportunity for the needle arts industry to wake up consumers’ dormant skills and increase market size with the same number of consumers.

Knitters: The cross-promotion opportunities are biggest with crochet, needlepoint, and cross-stitch. About 40%-50% of knitters know how to do these but are not currently doing them.

Needlepointers: The cross-promotion opportunities are biggest with cross-stitch, knitting, and crochet. About 40%-50% of needlepointers know how to do these but are not currently doing them.

Cross-stitchers: The cross-promotion opportunities are biggest with needlepoint, crochet, and knitting. About 40%-50% of cross-stitchers know how to do these but are not currently doing them.

Percentage of each segment that created at least one project in that fiber art last year:


Fiber art

Knitters

Crocheters

Needle-pointers

Cross-stitchers

Weavers

Spinners

Knitting

100%

42%

29%

31%

61%

89%

Crochet

41%

100%

14%

28%

28%

45%

Needlepoint

5%

5%

100%

24%

4%

7%

Cross-stitch and embroidery

17%

19%

25%

100%

11%

15%

Weaving

13%

6%

1%

2%

100%

53%

Spinning skeins

18%

8%

0%

2%

32%

100%

Total

193%

179%

166%

182%

232%

305%


Survey question: ”How many projects did you finish in each of these fiber arts in 2015?” Table shows percentage of each segment that completed at least one project in that fiber art. The totals indicate how many fiber arts they typically created; for example, spinners typically created in three (305%) different fiber arts and knitters, two (193%).

Percentage of each segment that has tried each fiber art:

 

Knitters

Crocheters

Needle-pointers

Cross-stitchers

Weavers

Spinners

Knitting

100%

77%

73%

70%

87%

96%

Crochet

83%

100%

55%

72%

71%

81%

Needlepoint

55%

51%

100%

79%

51%

55%

Cross-stitch and embroidery

68%

68%

74%

100%

57%

63%

Weaving

33%

21%

12%

13%

100%

76%

Spinning skeins

36%

16%

5%

6%

52%

100%

Total

375%

332%

318%

340%

417%

471%


Survey question: “How proficient are you at these fiber arts?” Percentages indicate those who said they were beginner, intermediate, or advanced in each, versus had never tried. The totals indicate how many fiber arts they have tried; for example, spinners typically have tried nearly five (471%) different fiber arts and knitters, nearly four (375%).

  • Source: TNNA Knitter, Crocheter, and Weaver Survey Results
  • Freshness: Fiber artists surveyed January 25 to February 15, 2016.
  • Respondents: 8,842 knitters, 2,056 crocheters, 1,309 weavers

More information: http://www.tnna.org/?Survey2016

Tags:  TNNA Survey Says 

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