So if you've been following this series, you know I've been thinking a lot about the direction in which I want to take my business. For the past 2 years I've been selling print on-demand clothing featuring my own crochet designs, but I'm ready to expand beyond that. Now that I'm doing Snapdragon Brand full time, I can! And I'm so excited.
Based on my thoughts and experiments over the past month and a half, here are the goals I've come up with:
1. Size Inclusivity.
Louder for the people in the back: SIZE INCLUSIVITY! From my initial launch and to this day, I've only been able to offer leggings and dresses through size XL and t-shirts to size 2X. This is not because I don't care about plus size people. This is because my printing company only offers garments into those sizes. I've sent so many emails over the years, but to no avail. My leggings are just about too small for me, but I squeeze into them because I love them and it makes me mad that I can't offer my designs to crochet lovers of all sizes.
So, in my April handmade drop, I will be offering vintage granny square coats and cardis in all sizes, from super petite, to 5X. I'm very excited about this collection for many reasons, but the main reason is that I can finally offer my work to every body.
And if you want printed items, I may not be able to offer the sizing you need, but I can offer you backpacks, fanny packs, and........if I can swing it....SHOES. I found a company that can print onto shoes and I am so, so, so excited.
2. Reach new markets.
What do I mean by this? I mean that right now, the vast majority of people interested in my work are fellow crocheters. You know what's nearly impossible to do? Sell crochet to crocheters. We're a clever bunch and when we see crocheted items that we like, we say "I could make that." I admire this a lot about our community, but it also makes me realistic about what I can and cannot market to crocheters. I CAN market patterns and printed clothing to crocheters, but I will have more trouble selling handmade items to us.
So what can I do? I need to expand my audience online to include two groups that I think would really like my handmade things: Festival-Goers and Lolita/Kawaii fans. This new collection for spring has so many garments that would be awesome for outdoor music festivals. Airy vintage crochet in kimono shapes, unique color combinations, boho styling. And for the Loli crowd, I have the dreamiest pastels, upcycled vintage baby blankets, and delicate accessories. I personally love this kind of styling, so I feel like the authenticity is present. I would never want to offer something I wouldn't wear myself.
To reach these new groups, I'm going to be exploring hashtags in Instagram, groups on facebook, and maybe even posting around on Reddit. I'll let you know how it goes.
3. Invite other makers.
Let me explain: I have a larger goal for Snapdragon Brand beyond myself. I've always known that I would like to offer a selection of handmade goods from makers all over the world. I would like to start small, maybe with 5 other makers that don't have their own platform and see if I could offer their items on my website, and they could ship the items from their homes. I want to create a community around originality. I want to celebrate uniqueness in my shop in a way that it may have been overlooked elsewhere online.
I hear makers complain all the time that their work gets lost in Etsy, that the algorithm favors larger, more established makers. I feel badly that talented people are overlooked. I know that most part-time makers are busy with the rest of their lives and might not have the time to build an online following or research markets.
As I grow, I want to bring other makers up with me. So if that means offering their items in my shop, or licensing their designs for printed clothing, that's what I'd like to do. I want Snapdragon Brand to become a community.
Please don't email me just yet, I need to think of an organized system for this, but watch your emails in the coming months. I WILL be asking soon.
So these are the 3 big things I've been thinking about lately. I hope you approve and I hope you might be a little excited about what the future holds here at Snapdragon Brand. Community is the name of the game for me this year. I hope you'll join.
PS: Want to see my blog post for the Hook Nook Life? Make your own granny square cardigan HERE.
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Instagram Following: 4,074
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