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Fuelling the Consumer-Creator
Empowered by easier-to-access technology and
the reach of the digital world, consumer-creators
now expect a richer level of engagement with
brands that takes into account their creativity.
Education-based initiatives that aid the amateur
appetite for learning professional skills – whether
craft or tech-based – position a brand as a
powerful resource.
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Mumbai-based The Hab is a fabric boutique-
cum-sewing workshop developed by Indian
sewing machine manufacturer Usha Janome.
Staffed by trained fashion graduates who
help consumers learn via creative demos,
workshops and exhibits, it’s framed as a space
in which to escape from the hectic pace of
Mumbai life. Experimentation becomes a
route to sales.
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In March 2013, Japanese cosmetics retailer
Nars collaborated with UK department
store Selfridges on exclusive make-up
masterclasses under the tagline: “Gain
the skills needed to apply make-up like a
professional”.
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In December 2012, online handmade
marketplace Etsy’s Holiday pop-up in New
York offered DIY workshops in skills that would
be expected for a craft-based business, such
as ornament making – and also some that
weren’t, such as computer coding for would-
be bloggers.
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Redefine
Consumer Engagement