Many believed that the digital age would be the downfall of craft, but the outcome is quite the opposite. The industry has grown massively over recent years as reported in the Telegraph, in 2016 the industry was 44% up from 2010, adding £420 million of gross value to the economy.
The driving force of the craft industry hasn’t gone unnoticed, its growth in popularity has inspired a number of industry’s product development, focusing on bespoke options for consumers instead of mass-produced goods. The Guardian article on how craft is sparking innovation focused on how “consumers want a relationship with a product and its makers, not simply a transaction.”
The digital age has driven enthusiasm and inspiration for crafting, after once being thought as its downfall. Crafters are able to find inspiration through social media and share their favourite makes and materials. They don’t have to leave the house to craft socially, as they are connected wherever they are. The Scottish Herald said that “as life becomes more hectic, crafting offers an escape from everyday pressures such as juggling work and home life, giving them a sense of pride and satisfaction.”
Its popularity has surged innovation amongst a number of recognised brands. Brands are reshaping the way they produce products, with manufacturing becoming more bespoke. Because of this, relationships are built between the consumer, the product and its maker. Brands like Adidas and Ikea have set up design units that use co-creation to build relationships with its consumers. The craft industry has inspired the innovation , with its army of makers looking to collaborate. Makers are looking to develop their creative and practical talents alongside any scientific, technological and enterprise skills. This development is an exciting prospect for brands going forward.
The future of craft is bright, as people become a lot more connected with making. Consumers look for unique quality in products they buy, inspiring brands to build relationships through bespoke products.