I believe the comeback of Craft extends to many areas outside of the actual artisans, craftspeople, and farmers producing the unique goods we desire. Specialty retail and local farmer’s markets are extensions of Craft, because they’re part of the community network and community conversation that facilitates the exchange of these goods. This is the Art and Craft of super-knowledgeable specialty retail. Many years ago, I once managed in a specialty outdoor gear store called Lake & Land Outfitters, back in Valparaiso, Indiana, where I once lived. In a nearby town a big box sports superstore opened which had cheaper versions of much of what we sold. Our clientele had come to rely on the knowledge and expertise and intense training (including real world experience using the products) of the Lake & Land staff. Much of the gear we sold was so expensive that only highly-trained staff could sell it to hardcore outdoor junkies. We were highly specialized.
One terrific example of how blogs have helped specialty retail is English Cut, a blog run by a Saville Row bespoke tailor. Talk about specialty! Custom-fitted and hand-tailored suits for $3,000 is about as specialty as you can get.
Remember: the job isn’t to beat your competition—the job is to not have any!
In Who should be blogging - Part 1. Specialty Retailers, the case for specialty retail blogs is made very clear. I highly recommend you read it. I happened upon it this morning, and as I read I kept saying to myself, “Yes! Yes! That’s right!” As big box retailers continue to appear in Vermont, smaller Craft-oriented operations need to find ways to differentiate themselves and specialize to a customer base that is increasingly tech-savvy and ecotopian.
