Never have anything been so outrageously imaginative and unique. Be it a rug from the village of Chamba or a crimson colored handcrafted scarf from the Chinese foothill settlements. Several Asian countries are currently dominating the hand made goods scenario but ironically the market is dominated by mass produced goods. However, the times are changing and experts predict that there is ample scope for the handicraft industry in near future. The key to success rests in low-cost and high volume and this is where Artisna sets in foot.
We understand that today there is a rather expanding consumer base that is constantly seeking unique products with a distinctive quality that sets them apart from the mass produced items. At Artisna, we want to make the artisan community a strong and independent entity that could be the answer to the viscous circle of poverty. Our efforts are directed to providing knowledge about the current international market demands and trends so that artists can adopt a “global style” in their product designs.
Yes, ethnic elements when combined with more contemporary designs form a category of goods that represents immense opportunities for handicraft producers in many countries around the world. Now, why invest in something that is created in a far off town or probably in a different continent? Well, it’s not just the constant quest for quality but the uniqueness that these items offer. According to a study by the USAID (United States Agency for International Development) a key characteristic of today’s global home accessory market is the speed with which fashion styles, product designs, and colors change, resulting in increasingly shorter product life cycles. Ten years ago, some products could be kept in stock for years; today, a typical life cycle is six months. As retailers strive to stay ahead of their competition, new products replace old ones with greater frequency than in the past. Producers, in turn, are forced to keep abreast of trends and constantly develop new designs and products.
Such rapid changes in the market have minimized the role of intellectual property protection for this industry. Copyright protection of designs is simply not cost-effective for short life cycles (and is easy to circumvent with slight modifications). Because imitation is common in the home accessory industry, a company’s best competitive strategy is to continually introduce new designs, which in turn contributes to the speed with which the market changes.
And we know that each and every product that is handmade is miles away from the redundant and repetitive procedures of a molded machine or programmed printer thus producing a different piece every time. Not only does the final product possess the inherent quality to distinguish itself from the crowd but also the uniqueness fetches a well deserved price to the creator for their talent and hard work.