Tales Of A Fourth Generation Textile Executive: Shake It Up Baby!
Last Friday, Laurie and I went to a party. As is the case with most Fridays, I don’t love to go out because I am beaten up from the past work week. I am more of a Friday night early dinner type of guy and a Saturday night party type of guy. I needed a cocktail desperately. As I stared in to space, I started to focus on the bartender. She was very skilled and all the drinks looked amazingly delicious. I was especially mesmerized as she shook the drinks up and poured them into the glasses. Each looked better than the next and it was hard to select one.
And then it happened. The light bulb went off in my head. No, I didn’t figure out what I wanted to drink! It was the shaking. It got me thinking that our industry needs some shaking up. The world is changing at hyper speeds, but our industry is just slogging along. Yes, there has been innovation and progress no doubt, but not enough to get people super excited.
As I was thinking about the “shaking things up idea”, I thought back to this article in Forbes that I am sure some of you have seen. It was about Joann Fabrics’ and how they were stepping things up to attract millennials. The article ticked me off because with one quote, this woman totally dissed quilt shops as still being grandma’s quilt shop. Ugh, was that annoying! Then the article abruptly ended and I was thinking, “Well isn’t that some BS?” The perception is that shops are not changing with the times and not catering to the younger generations. Perception and reality aren’t always the same, but it was said and I know people will be pissed. We can easily write off this article as poorly written, very one sided or more focused on a large private company over local shops. We can also write it off as an ill-informed author, but the perception is still out there and it was right on the page in front of our faces. It was hard to ignore. GRANDMA’S QUILT SHOP!!!
Lately, as my social media presence has gradually been increasing, I have been hearing from people throughout the industry with all kinds of questions, comments, suggestions, concerns and otherwise. I like to hear what people have to say as long as they say it nicely and respectfully. Anyway, even when people complain, I try to flip the negativity around and turn it into constructive criticism in order for me to identify ways to be better or do better. Oftentimes, people make some great points that I may not have considered or just totally overlooked. I am not closed minded, nor do I think I am perfect or better than everyone else. However, I am trying to shake things up and do things differently to see what will happen. So far I have been pleasantly surprised with the results.
Today I want to encourage you to do things differently too. Change is good! I am speaking to quilt shop owners mainly, but everyone should mix it up once and awhile. Get out of the same ole and stop being a creature of habit. I know it isn’t easy, but no one ever said success was easy. The world is changing and we need to change with it. I am not saying that our industry is all of a sudden going to turn into something that it isn’t because we have limitations, but I do want to encourage outside the box thinking. Take your glasses off and try someone else’s on and you will see the world differently.
Don’t be afraid to try. If you don’t try, you won’t know. I am sure you are thinking, “What the heck does this kid know about my business?” And you are probably right, I don’t know much about your business, but I know it wouldn’t hurt to surprise people with some newness and fresh ideas. Wouldn’t you love to be the talk of the town?
As I have mentioned before, I went to a social media conference last year and I learned that 80% of what we consume on social media will be video. Interesting, right? Have you been on my executive facebook page lately? I am doing tons of videos and people are actually watching them…in some cases a lot of people. The point is that I got a suggestion and I went with it. And yes, it really is working or at least I think it is. So there you go, I just gave you an idea and there are tons more out there for you to discover and reap the benefits from. Take your phone and start creating videos and post them on your social media sites. It isn’t so hard. There are tons of online tutorials that you could learn from. The only thing we have to fear, is fear itself.
I know that is only one idea, but it is the idea that is going to get your new journey ignited. After you try the videos, figure out some other novel ideas on your own, with friends, with family, with co-workers, with other shop owners or even with customers. You got this! We need to give Forbes a kick in the you know what and show the world that this ain’t just grandma’s quilt shop, it is everyone’s quilt shop, young and old alike.
#sewrevolution scott
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38 Comments
Ellen Maxwell
Hey Scott – Have you seen the show Bar Rescue where the guy goes in and shakes them up at different bars all over the country. I have thought for awhile that we need a show called Quilt Shop Rescue. Most shops I visit could really use it.
Scott Fortunoff
Hi Ellen,
Yes, I have seen that show. A quilt shop rescue would be kind of neat. That being said, it is perfect for someone else to start. Thanks for the suggestions. It was great meeting you. Have a lovely week.
Scott
Scott Fortunoff
Hi Alicia,
I guess that makes me human that I reply…it does start to eat up a lot of hours when it boils down to it, but that is the new new of what my job has become. Social media is so important. Thanks for the comments. I can only post for people to see, but I can’t bring about all the change as business owners know what is best for them. I don’t love when people tell me how to do my business, but I am open to suggestions and try not to keep a closed mind. Hang in there and keep going to your LQS please. Let them know how you feel and perhaps you can get what you need. Have a great week.
Scott
Rosanne Derrett
Hi Scott,
Where do start on this topic. There are currently two types of quilt shop. The ones that embrace social media and those that don’t. A properly designed website that is attractive, easy to use is essential to this business. It needs to be kept updated via an integrated POS system and have decent photographs showing the scale of the print. Back it up with regular email offers and an Instagram feed showing makes and bundles. It you go bricks and mortar, the same rules still apply but now you need an inviting well lit space as well. Offer workshops, starter sessions, support your local community, train your staff to be warm and welcoming. As for stock, check with customers as they will give you the best idea of what to stock. Throw in some social events say when a range is just released to boost sales. It’s not rocket science at the end of the day – think of your best experience in a shop and make it better.
Social media is not your enemy. It is your best friend. Free advertising? Who would turn that down? It’s time to lose the fear and embrace change.
PS I’m a British Free Spirit addict and work almost exclusively with it. I’m so happy Rhinetex are distributing here as it’s opening the market back up to us addicts!
Scott Fortunoff
Hi Rosanne,
Thanks for the comments. Social media is changing the world and it needs to be embraced, but at what cost? It ain’t easy….trust me as I am learning in my own social media world.
Glad you are a big FS fan. Thanks for that. Keep on quilting!
xxoo
Scott
Sandy Weatherford
I’m curious. Why do quilt shops market towards just one audience? Why don’t they market towards people who make clothing also? Frequently quilting fabrics make the most adorable dresses and outfits for little girls. Or for women. Yet few quilt shops have anything other than completed quilts on display. Few patterns are available these days for clothing items. I’ve ran into this dilemma when sewing items for grandchildren. I have a cousin who makes wedding dresses. The only place she can find material and lace appropriate for wedding dresses and bridesmaids dresses is JoAnnes or on the internet, from suppliers that are frequently located outside of the U.S. . Would expanding the market beyond quilters be beneficial? Just a thought.
Michelle Tothill
Sandy, one of my favourite local fabric shops is primarily a quilt shop and machine dealer, who holds lots of classes. They do garment sewing classes too and sell a limited range of fabrics for the classes they offer, generally high quality knits that are not available at our big box fabric shop.
They also carry two lines of sewing patterns, Kwiksew and Jalie, that are not available at the big box store and are used for some of the classes. They do not carry Bridal, wools, silks, outwear, etc, but there is a store about 2 hours away from them that has an incredible selection of special fabrics. a 2 hour drive may seem far, but the only other option is a day trip by ferry to Vancouver.
You may find that the Jalie pattern line works for your grandchildren. It comes in sizes 2 to xxl in each pattern, so although the patterns are more expensive, they can be made up for each member of the family, or over and over as a child grows. Clothing, active wear and more. Kwiksew was my go to when my children were small.
For a small town shop there is not enough demand for bridal or formal wear fabrics to make it worth while for them to keep the stock.
It is interesting, I was in Paris in May, and there you can find an incredible fabric district, with very little quilting fabric and none that interested me. But there are shops ranging from tiny to 5 floors with every other fabric you could imagine and prices ranging from a couple Euro per metre to over 200 Euro per metre.
Joey Mettley
Hi, I read with a chuckle the original article and now yours. Have you seen grandmothers lately. They are anything but stuffy, old and out of touch. My Guilds are full of them and you should see what these woman can do. I feel we are more closely aligned with Millennials then with our children. These woman are trying new things, traveling to shows, seminars and all on their own and experiencing life. They are refashioning the fashion industry, the travel industry and the small business industry. We are compassionate because we have walked a few miles in our own shoes. The quilting industry gives so much to charity. The number of quilts that raise money for schools, hospitals, botanical groups, museums is amazing. We assist senior living facilities with little extras at the holidays and all yearlong. You never know how great a walker bag is until you need a walker. Chemo caps make a difference few people want to talk about. We embrace change because we have to. We were the Millennials before we knew the word. A Quilt Shop is only stuffy because you prefer to live your stereotypes then see reality. They are a place where women and a few wise men go to feel better. They share their lives, hopes and aspirations and a lot of time their sorrows. The author needs a trip to a quilt guild and a day behind the counter at a quilt shop. I doubt she could keep up but there is that stereotype popping up.
Your blogs are helping to dispel these stereotypes…keep up the good work.
Joey Mettley
Scott Fortunoff
Hi Joey,
Thanks for your thoughtful comments. I agree, the author of that article is a jerk, but we need to continue to dispel the perception as an industry. This was more of a call for change or encouragement to try new things. I guess we shall see, but I think the next bunch of years will be very telling.
have a great day.
Scott
Patti
I travel a lot and shop hop as I go. Whether I visit any given shop again is a function of two things: do they have fabric I like and how fresh is their selection.
If they are still trying to get full price on fabric that is two years old or even older, the chances of seeing that same fabric there at the same price a year from now is pretty high. The universe is sending a strong message that the fabric needs to move out on clearance and replaced with something else.
Another thing that is so simple but somehow gets lost: don’t split up a designer’s line into your color groupings! Same goes with solids. When solids are scattered around the store, the modern quilter doesn’t want to go on a hunt for your range of colors. When I see these things, I know right away that the shop doesn’t get the modern quilter.
Unless the shop has something else going for it, those that are short-sighted will have a hard time staying around.
Scott Fortunoff
Hi Patti,
Thanks for the comment. I hear what you are saying, but each shop owner really needs to do what they think is best for them. I am sure there are methods to the madness. Have a great day.
Scott
Barbara Esposito, TheQuiltedB
Hi Scott – I so admire your energy and enthusiasm. So many of the previous comments are spot on. May I add one more thought? Quilting cotton is not just for quilts. I think making a quilt can be intimidating to a beginner. Let’s see the LQS put out fresh projects. It’s nice to “get your feet wet” with smaller projects – tuffets, zip pouches, baby bibs, simple clothing, pillows, etc. There is more than one way to sell fabric! As always thank you for stirring things up!
Scott Fortunoff
Hi Barb,
Thanks! You are so right that it isn’t just about quilts. It is about fabric in general and all the various usages. True that!
Have a great weekend.
Scott
Carole Lyles Shaw
I love this post and the comments. I live in the Sarasota FL area where there are lots of quilters and lots of shops. We have 4 MODERN quilt guilds within 1 to 2 hours of my home and 3 ‘traditional’ guilds about an hour from my home. They range in size from 55 to over 300 members. So, this industry is thriving.
I’ve been quilting for over 25 years (and I teach and design patterns). If shops plan on being around for another 5-10 years, they have to change. I know quilters of all ages (I’m a modern quilter) and 95% of them expect to use social media to find designers, fabric, new rulers/tools, new techniques and new patterns.
I hope that quilt shops don’t become like independent bookstores–remember those? I hope that the distribution of fabric and patterns and information won’t be limited to one or two big players. I do know that profit margins are being squeezed to death and the ability of a local or even online shop to hire enough staff to manage social media engagement activities is very difficult.
So, I am resigned to the fact that many shops will go out of business while others run by savvy, creative and hardworking owners will thrive.
Scott Fortunoff
Hi Carole,
Interesting comments. I sure hope that shops continue to reinvent themselves and stay around for a long time to come. I have my 5th generation boys, nephews and nieces who all plan to be in the business. It should be interesting to see how things play out, but I am rooting for all my customers.
Have a great week.
Regards,
Scott
Darleen Stanton
Hi Scott,
Great point! Our LQS that had been owned by the same person for 35 years was sold last year to a mid 20’s gal. She has really shaken things up! Now sells on website, new fabrics almost weekly, new samples weekly with kits to make them. Posts several times a week with kits and fat quarter bundles. Lots of new customers from miles around. They move groups around when new ones come in so the new ones are featured in the best spots! Really makes a difference! Keep up encouraging shop owners. I don’t like to return to shops that are stagnant!
Scott Fortunoff
Hi Darleen,
I would love to see more shop owners sell as opposed to closing their doors and liquidating. It is interesting to hear about this shop and great to see what happens with some fresh blood and ideas. Please share the name of this shop. Have a great week.
Thanks.
Scott
Lynn Rinehart
We so agree! We at the Stitch Tv Show are all about sharing community online which is where we see the industry going. But it’s not about just selling things it is establishing relationships with the community of quilting. We do no advertising of ourselves but have over 3600 subscribers to our channel and when people find us they binge our show. With almost 1/2 million minutes of watching time in the last 28 days. It is connecting and allowing creativity to expand. We do live shows from quilt shops and have been lucky that one in the area allows us to film there. Unfortunately others are not open to the idea or know how to relate to the YouTube world. The industry doesn’t seem to know what to do with us. We produce this all in house and focus on building brand with our subscribers with our videos and media channels. We are not your Grandmother’s YouTube channel but we are accomplished and educated quilters. We are shaking it up here!!
Scott Fortunoff
Hi Lynn,
This is very cool. Would love to hear more about your show. Funny what you have said because I feel that at times people don’t know what to do with me either and my fresh perspective. I guess we shall all see how this plays out. Thanks for your comments. Have a great summer.
Scott
Terry
Scott, you are definitely shaking up the industry as are many of us who are shop owners. My job is to bring the freshest, brightest new fabrics, notions, patterns, classes, etc to my customers and I love what I do. In doing so I am also trying to attract that customer who walks into my shop and thinks he/she has died and gone to heaven. I love to see the look in a new quilters eye as they walk around contemplating what they can do with all of the eye candy we carry. And my teachers love to take that person by the hand and show them the way. Contemporary, traditional, patriotic, batiks, 30s, basics, you name it we love it all. Thank you for what you do and you still need to visit me, LOL! Terry
Scott Fortunoff
Hi Terry,
Great to know that you are addressing both the older and newer customers. Your comment and energy are great and I imagine you are really shaking it up. Keep up the good work and let’s figure out a date next year for me to come and visit. You better pull out all the Texas stops! Have a great week.
xxoo
Darlene Cunningham
Along with perception among quilters that gma’s fabric store is all that remains, is the general assumption in the general public, that all quilters are elderly.
We need more manufacturers, guilds, and distributors picking up young teachers, pattern designers, speakers, and fabric designers. Younger faces in general need to join the visible quilting world.
We also need to diversify the visible. Quilters are no longer elderly white women in church groups. Quilters are Women, Men, Kids, Gay, Straight, Black, White, American, Middle Eastern, Moms, Dads, and yes Grandmas… Etc, but what we predominately see in magazines, at quilting events, and as the face of fabric companies is white women, ages 50+.
I’m almost 40, so I don’t think we need to eliminate that 35+ group of women, but we do need to be less exclusionary. People don’t typically venture to places where they feel they aren’t seen/represented/welcome.
It gets old being asked how old I *really am* when I tell someone I quilt or hearing “but I thought you were gay?” we need to change the visual to change the perception.
Scott Fortunoff
Hi Darlene,
These are good comments and I agree, but the million dollar question is how we change the perception. When you figure that out, you let me know and I will see what I could do about making it happen. Thanks for your comments. Have a great week.
Regards,
Scott
Cynthia
Scott,
You may want to start another FB page specifically for shop owners to share ideas for modernizing and drawing more clientele. Offer a jelly roll occosinally as ins entice to post a new idea. Freebies seem to bring out the animal spirit. ?
I’ve been binge watching the police dance off challenges (check out the Norfolk Police &Fire Dept) and I loved the satires of “It’s All About That Bass”.
It would be fantastic to see the quilt shop ladies dancing with their fabric creations. It could show that quilt shops are not just for quilting and that you get the cream of the crop fabrics there.✂️?
How about sponsoring a quilt hop that is months long and earns rewards for getting new shops to join?
Love your blog and your FB page. Enjoy your week. ❣
Scott Fortunoff
Hi Cynthia,
It is on my list to start a shop owner only fb page….just not there yet. I offer freebies all the time…maybe too much. I will try to implement these ideas in some of my future videos. Stay tuned.
Thanks for commenting. Have a great week and awesome summer.
Regards,
Scott
Patti
Hi Scott,
Well said. At my shop we’re trying to keep a foot in both camps. We have a long time clientele (grannies if you will) and many younger women. It can be a juggle and honestly I haven’t embraced the video end of social media but we are working at evolving and seem to finding some success at doing it. Thanks for the shake-it-up reminder. In retail new is always good.
Scott Fortunoff
Hi Patti,
I am sure it isn’t easy to cater to everyone and that is part of the problem too. Again, we just need to try to be new, different and fresh. Thanks for your comment. Hope you are having a great summer.
Regards,
Scott
Linda Bardes
I have been quilting for about 4 1/2 years. It was never my intention to learn to quilt, although I had been sewing for probably 50 years. I thought it was dated and boring. Purely by accident I discovered Bruce Seeds and his One Block Wonders. I was smitten, bought two books, and began sewing OBW’s. I even co-authored the latest One Block Wonder book with originator of the process, Maxine Rosenthal. Here’s why I was so taken with this. It was unlike anything I had ever associated quilting with. It lent itself to one of a kind quilts, of what I would refer to as art quilts. Along the journey I discovered Kaffe Fassett fabrics which I think turned the quilting industry upside down because of the bright colors and patterns. I continue to discover other innovative designers like Tula Pink and Amy Buttler. Now, glorious panels are slapping us right between the eyes with their possibilities.
For me, I want to see some of the new bold fabrics. If I stop in a shop and all I see is another rendition of what always has been, I feel disappointed. I want to be excited. I want to see new. I want to see simulated rooms with pillows, lampshades, footstools, quilts and other wallhanging, and manikins with exciting clothes made out of quilt fabrics. I want to see new uses for the fabric, not just the new bright fabrics and panels. I want to go to classes to learn to make purses, and bags and kids clothes. I want to learn how to use fabric and glue and string and ribbon to make collages. I want to see a tv screen or two with videos teaching, and virtual quilt or fabric shows. (The One Block Wonder Quilt Forum on Facebook is on its way to 15,000 members and just had a virtual quilt show. We invited people to post their OBW quilts, one after another for an entire day. We turned off comments so all we saw was quilts. We had almost 400 posted.) The younger generation is about sensory. Quilt shops are very very quiet places. I sometimes feel like I”m in a library and want to whisper. If ‘quilt’ shops want to attract a younger generation the shops must begin to look more modern and begin to attract kids with fun projects. How about making jewelry out of fabric? I don’t begin to have the answers, but I believe some creative ideas can come from the current proliferation of videos. What about a customer being able to find some simple follow along videos in stations around a store where people can actually be sewing. Class rooms are great for this but I’m thinking a machine out in the open for quilters-sewers. OK. I’ll be quiet. I just now I just turned 75 and I want to be inspired by more than just quilts in a quilt store! One more thing: get some video games that have to do with sewing and quilting. Sisters just had their citywide quilt show. How about racing to Sisters in time to get your quilt hung but running into lots of obstacles along the way?
Terri Faust
I’m older than a millenial and younger than a grandma. Since I work full time I have a difficult time getting to shops with their daytime hours. I would love it if they were open Friday or Saturday nights.
Scott Fortunoff
Hi Terri,
Thanks for the comment. Not really for me to comment on that, but maybe put it in the suggestion box or maybe the owner can work something out with you to help you out. Worth a shot.
Good luck. Have a great week.
Scott
Michelle Tothill
Good Morning from the West Coast of Canada.
My random thoughts.
I love the videos and FB Live you are doing. I generally cannot watch ‘Live’ due to my schedule, but enjoy watching later when I have time. I enjoy videos produced by both quilters and quilt shops. Some are quite amateurish and could use some editing, but I still appreciate the time, expertise and expense that goes into creating tutorials and informational videos to share with the world.
Not only is quilting thought to be for grandmother’s it is predominantly white grannies. I know there are some incredible quilters of colour, but they are not often represented at LQS or shows. When I attended Sew Expo in Puyallup 3 years ago, the racial/ethnic make up of the attendees was predominantly white women. The women and men of colour were working at the concession or for the facility.
At Quilt Canada this year, in Vancouver BC an multicultural city, the attendees were predominantly white women over 60. I spoke to a young Japanese Canadian woman who worked in the convention centre, she was blown away by the quilts. Her perception of quilts was not what she saw.
The following link shows the ethnic breakdown of Metro Vancouver based on the 2011 Census. If quilt shops want to survive, we need to attract all peoples to quilting, not just older white women.
https://www.straight.com/blogra/456476/map-shows-what-immigrant-population-tops-your-metro-vancouver-neighbourhood
We need to bring quilts and quilting out from behind paywalls (it cost $20.00 to attend Quilt Canada) and bring it into the community. We need to have quilting in schools, libraries, museums. We need to invite new immigrants to our guilds, perhaps offering one year free membership and the offer of a ride to meetings.
And yes, we need to invite younger men and women to join the quilting world.
Lastly, a huge thank you to you and your company for saving Free Spirit. I wish you every success.
Scott Fortunoff
Hi Michelle,
A lot of stuff here and i don’t even know where to begin. You do make some good points.
Have a great week.
Regards,
Scott
Carol
Great article, Scott!
Scott Fortunoff
Thanks Carol. What’s important to me is that hopefully people will listen and spice things up just a little bit, try new things and mix it up. I hope to see some positive change.
Scott
Suzan Hirsch
Thank you Scott for saying this! I have had conversations with my local quilt shop about change because they are truly your grandmother’s kind of shop, but they are resistant and that may mean they can’t sustain their business and that would be sad.
Everyone should follow your fb page to see how it’s done!
PS I am going to send this blog to my local shop
Scott Fortunoff
Hi Suzan,
Thanks for the comment. I am not trying to pick on anyone, but I just want people to know about the perception that exists right now. I think all shops would like to appeal to everyone everywhere and not be pigeon holed. I want to encourage constant self-evaluation to keep up with the times. There is nothing I want more than for quilt shops to flourish and I sure hope everyone has realized that by now. Time will tell. Have a great week.
Regards,
Scott
Mary Lindberg
Good morning- This article hit home to me from a different point of view. I am not a millennial, in fact I’m a grandma. I have been quilting/sewing for a long time. I also work full time and have a very busy family life. I long for the time when I can have a real quilt home – a brick and mortar home and group of quilting friends. But for now, it’s all about blogs and online stores. They are convenient and right now, that’s what is keeping me sewing.
My husband and I do a lot of traveling with our camper and we love to seek out and visit quilt shops where ever we go. And I would much rather spend money in these shops as online but for now…..
One other thing: I have four small granddaughters and love to spend sewing time with them. I am a firm believer in “get ’em while they’re young”. When I retire next year, one of the top items on my bucket list is to teach young people how to sew. Not sure how it’s going to happen yet, but I keep a look out and save anything I can find on kids and sewing.
Thanks for your blog – I’m a new subscriber and happy to be here.
Mary
Scott Fortunoff
Hi Mary,
Thanks for your comments. I guess you gotta do what works best for you and I totally understand that. Also great to know that you are going to be teaching kids how to sew. That’s #sewrevolution for you. Thanks for being a subscriber. Happy Summer!
Scott