09.02.2012 Final report for the trade press Creativeworld

Exhibitors of the consumer-goods fairs in Frankfurt satisfied – around 87,000 international buyers

Positive developments in the sector supported by increased willingness to place orders

The trend to creative arts and crafts continues

The trio of consumer-goods fairs in Frankfurt – Christmasworld, Paperworld and Creativeworld 2012 – closed their doors on 31 January, after a run distinguished by increased visitor quality and a large number of international orders. Around 87,000 trade visitors (2011: 87,903, FKM certified[1]) from 155 countries contributed to the high level of satisfaction among exhibitors. “Our trio of fairs is a genuine magnet for international buyers. And this is shown by the stable number of visitors. Even more encouraging is the large num­ber of orders placed by buyers and reported by exhibitors”, said Detlef Braun, Member of the Executive Board of Messe Frankfurt, commenting on the results of the fair.

Both indicators contributed to an optimistic mood in the fields of festive decorations, paper, stationery and office supplies and hobby, handicrafts and artists’ materials. Despite the difficult financial situation, the approximately 3,000 exhibitors from 72 countries (2011: 3,053, FKM certified) have positive expectations of the new year because, although slightly fewer buyers came to Frankfurt from Southern Europe and Asia, they were able to expand their inter-national business. “There was a significant increase in the number of East European and, in particular, Russian visitors and this supported the international strategies of our exhibitors”, added Detlef Braun.

This was also confirmed by the exhibitors: “We are very pleased with the course of business at Creativeworld and have been able to welcome many more international customers than last year, especially from the East European market”, said Kirsten Rohde, Marketing and Purchasing Manager, Creative Colours, Marabu GmbH & Co. KG.

The top visitor nations after Germany included Italy, France, The Netherlands, Great Britain and Switzerland.

2^nd Creativeworld a complete success
Altogether, 230 exhibitors (2010: 231 exhibitors[2]) from 24 countries presented their products for the hobby, handicrafts and artists’ materials segments. Thanks to the increased willingness to place orders and the high visitor quality, most exhibitors rated the course of business at the fair as having been very good. In a poll conducted by Messe Frankfurt, they confirmed that the proportion of buyers placing orders had risen to 62 percent (2011: 49 percent). The visitor-quality rating also climbed – from 76 percent in 2011 to 80 percent this year.

Creativeworld gave 6,181 visitors from all over the world important insights into tomorrow’s trends and the latest products in the sector (2011: 5,372²). 3,067 visitors (50 percent) came from outside Ger­many. Some exhibitors noticed a significant increase in the number of visitors from East Europe. Others reported that customers from the USA and Australia who used to come to the fair every two years are now coming annually. “That Creativeworld has been able to attract more international visitors to Frankfurt am Main in its second year is a great success. This means that exhibitors can make im­portant new business contacts and extend the radius of their inter­national business”, said Detlef Braun.

Visitors were extremely receptive to new products and trends with both complete concepts and individual products proving very popular. "We are absolutely satisfied with the way the fair has gone. Everyone found the atmosphere excellent. We haven't had a single "groucher", haven't seen any defensiveness, only proactive attitudes by dealers”, said Nils Knappe, Managing Director of H. Schmincke & Co. GmbH & Co. KG. A significant contribution to this was also made by the workshop character of Hall 4.2, which gave visitors the chance to be creative themselves – an excellent source of inspiration and ideas.

Optimism prevails in the sector
The echo from the market left exhibitors in no doubt that the financial crisis has had no impact on the propensity of consumers to spend. Hence, customers reacted “in a relaxed to euphoric way.” The ‘cocooning effect’ so often noticeable in a financial crisis tends to produce the opposite effect – people want to decorate their homes and creative hobbies shift come more to the fore. Hence, there is no reluctance to purchase and the creative sector could report a satis­factory year in 2011. According to the Creative Hobby Association (Verband Hobby-Kreativ e.V.), the majority of manufacturers noted an increase of approximately three percent in turnover. However, developments in the individual segments differed significantly and were influenced by the various trends. Price increases due to the higher raw material costs were inevitable in certain field. “After the first three days and numerous discussions with our member com­panies, my summary is positive. There has been no sign of a crisis. On the contrary, I have found a 'full house' every day here at Creativeworld in Frankfurt am Main. I have never seen that before in this form and to this extent. In my opinion, Creativeworld is indis­pensable for the creative sector and a must”, said Manfred Pulst, Chairman of the Creative Hobby Association.

Quality increasingly important
In principle, consumers are prepared to invest in high-quality products, especially ‘safe paints and products’, and ecological compatibility and sustainability. Seals of quality are very important. Parents with small children attach growing significance to safe and environmentally friendly products. “Against the background of increasing environmental and health awareness, a 'Made in Germany' tag is a strong sales argument. Consumers are clearly showing they are prepared to buy high quality”, said Britta Olsen, Head of International Marketing, Staedtler GmbH & Co. KG.

The ambience at the point of sale is also of great significance to generate consumer interest in high-quality products. Hence, it is important that retailers make professional presentations to ensure a competitive advantage.

There have been no fundamental changes in the composition of consumer target groups for the creative sector and women and children continue to form the biggest group. However, there are differences within the target group of women. Thus, through the increase in the number of women in employment, there has been a significant change in the market and manufacturers expect there to be more complete sets (‘convenience’ products). “With the First Prize in the Creative Impulse Award, in the category 'Complete Set of the Year' for our 'kids club' line, we feel ourselves confirmed in our idea of offering ready-made creative solutions in handicraft packaging”, said Stephan Rayher, Managing Director of Rayher Hobby GmbH.

New opportunities via the internet
The exhibitors polled were unanimous that the internet will play an ever bigger role. They also agreed that they would take up this challenge and exploit this development. Therefore, as Manfred Pulst confirmed, more and more dealers are introducing concepts for internet sales or webshops: “The trade is still undergoing a process of change. Regular shop business is falling off, while new oppor­tunities for online and mail-order trading are greatly increasing. We should not view this negatively, however, because it opens up new opportunities for ancillary business, for instance, via the internet.” Moreover, the internet also provides a variety of options for communicating with customers. For example, it can be used to make appealing presentations of handicrafts trends and innovations, as well as make sets of instructions available.

Three main trends in the creative sector
According to the exhibitors of Creativeworld 2012, there were no trends towards reorientation or a shift to “something completely different”. Nevertheless, all respondents emphasised that the trends of recent years have continued into this year.

In this connection, special mention must be made of three trends. Firstly, there is the desire for greater individuality, which has had a particular impact in the jewellery sector. In this case, individuality is associated with a new blend of materials with brightly coloured fabrics, felt, leather and feathers being combined with bracelet charms and Murano glass pearls.

Another trend is cocooning. Therefore, creative ideas for the home and decorations will play a leading role in the coming season. “One of the main trends is to put the spotlight back on old themes whereby home decorations and individuality are important. Rigid barriers, such as the division between hobbies using textiles and painting, are collapsing and the emphasis is now on creativity as such”, says Carsten Markus, Marketing Manager, Rico Design GmbH & Co. KG.

Finally, and closely associated with this, there is a high level of interest in the well-set table in general and festivities, such as weddings, in particular. In this connection, table decorations play a key role and are an expression of individuality and hospitality.

The range of colours for the coming season for the ‘home decora­tion’ trend and festive table decorations is oriented towards muted colours, airy white, lightly stained wood and pastel shades, a trend that is closely allied with those of Christmasworld where airy and light colours dominate finished products. Naturally, the ‘hand-made’ character shines through at Creativeworld.

Important synergy effects with the concurrent fairs
The synergetic effects of the trio of fairs have had an even greater impact on the level of satisfaction expressed by both visitors and exhibitors this year. “Holding the three fairs concurrently produces a variety of very important synergies and interesting supplementary assortments are to be found at all three events”, says Manfred Pulst.

The trio of fairs in Frankfurt am Main makes it possible for partici­pants to expand their horizons and attract new target groups. For example, Paperworld offers a host of stimulating ideas and in­teresting supplementary assortments in the fields of high-grade paper products, pens, pencils and school materials. At Christmasworld, visitors find an extensive range of wrapping materials, ribbons and gift articles. Not only Christmas but all festivities of the year are reflected by the multi-faceted product spectrum.  

Special exhibitions and awards ceremonies for added value
This year’s Creativeworld Trend Show presented ‘Flashy Nature’, ‘Cosy Darling’ and ‘Structural Mood’ as the trends for the coming season. Visitors also had the chance to try out these trends for themselves at a workbench in the special-show area. In the adjoining ‘Creative Talks’ area, which also provided the venue for the presenta­tion of the ‘Creative Impulse Award’ on the first day, Hubert Romer held discussions with experts on all days of the fair. All products were also to be seen in the Boulevard of Hall 4.2 through­out the fair. At the Creative Symposium on the Sunday of the fair, the focus was on new media in the creative sector.

The next Creativeworld in Frankfurt: 26 to 29 January 2013.

---
[1] Figures for 2011 are certified by the FKM - Paperworld, Creativeworld and Christmasworld less Hair and Beauty

[2] FKM certified