Etsy (Background Research And Examples)
As a resercher for this unit I am not only responsable for finding sources, inforamtion and expanding on our ideas. It is aslo my job to come up with new ideas. In a recent production meeting the idea of indipendant stores was scrapped, so we needed an idea to replace that section.
I came up with an idea that followed a similar theme, but was more relevant in today's e-commerce driven society. I suggested that we look in to exclusiveley online retailers like Etsy. The great thing about etsy is that it is not only an online and indipendant retailer, but the sellers on the site all make their own items. It fits the theme of DIY/Vintage that we were looking for, since etsy sellers not only make their own items, but also can sell items under the vintage title where there are specific guidliens.
This idea went down great with in the meeting and has been put in the running order of the show. So to follow up on this I began researching in to how esty works, and what makes it a success.
Resarch
Etsy was founded in 2005 by Robert Kalin, Chris Maguire, Haim Schoppik, and later Jared Tarbel. The idea behind the site was inspired by traditional craft fairs, where sellers would display their hand crafted clothes jewellery etc. and sell them at pop up markets in local communities.
The creators wanted to expand on this idea to make a permanent, dedicated, and global space in which sellers from anywhere in the world could show off and trade and profit from their own handmade crafts.
The site features thousands of sellers many of whom have been able to create a steady source of income from the site, or use it as a passion/side project that they can easily manage from their computer, while able to get on with other jobs and commitments. The site features hundreds of categories which users can search and explore without the need for an account. The site started off with traditional crafts such as handmade clothing and jewellery. But in recent years categories have expanded to include, homewares/furniture, gifts, themed shops, and access to custom orders.The Facts
So Why Has Etsy Been So Successful?
Etsy And Vintage
Etsy can also act as a kind of charity shop/re-sale website for vintage items.The site has a dedicated section where people can showcase vintage clothing, jewellery, and other items. The site has a specific set of rules that dictate what is allowed to be sold as “vintage” for example while handmade modifications are allowed, the item in question must be at least 20 years old in order to be considered vintage, or been inspired by something from that era.
This allows shoppers to have a more tailored and simpler shopping experience, since they can search through the category knowing that all items will be gunuin and relevant to the “vintage” brand.
One vintage seller on etsy is…. Mint Conditionshttps://www.etsy.com/uk/shop/MintConditions?ref=l2-shopheader-name
Etsy and Custom Fashion
Etsy prides itself on it hand made fashion. In a regular market you would be limited to the sellers and items that were available at the time. But with etsy you can browse fashion from all over the place and often items are made to order. This benefits the shopper (since they can view all the options available rather than just what's in stock, as well as having the clothing tailored to their specific size needs). But it also benefits the creator (since they don’t have to worry about left over stock if things are made to order, they can also lease with clients anywhere in the world at any time via the messaging service, helping them to accurately work out the cost for the material needed and delivery)
A few examples of etsy sellers who specialise in custom clothing (some of whom i've shopped with before) include… Custom Catastrophes
Etsy And Pop Culture
Another advantage of etsy is its appeal to people from specific cultures e.g. geeks, punk rockers, hipsters etc.
Being an online market etsy gives a home to shops that specialise in specifically themed shops, often dedicated to a particular culture, or themed items. Examples include Cosplay stores. Conventions and other anime culture events attract thousands of “cosplayers” every year; and for those who aren’t skilled, or have the time to make their own costumes; etsy proves to be a fantastic source for these people to buy costumes from their favourite anime, games or TV shows, that they wouldn't be able to buy elsewhere.
These shops may have once been considered quite niche, but thanks to global shipping and the ability to view items from all over the world, etsy sellers who specialise in hand made crafts like cosplay outfits, are able to generate large profits and global business.
Other shops dedicate themselves to making items inspired by certain cultures or themes. E.g. Rock/metal music inspired jewellery; custom designed converse; printed shirts with designs from pop culture.
Thanks to search filters, tags etc. you are able to find items or shops related to a specific decade or theme (e.g. 80’s shirts, minimalist sofa, film themed phone case etc.) as well as your interests. Or find handmade merchandise from your favourite bands, TV shows/characters etc.
Examples of these themed shops include… Armoured Brownies
Sources
Etsy was founded in 2005 by Robert Kalin, Chris Maguire, Haim Schoppik, and later Jared Tarbel. The idea behind the site was inspired by traditional craft fairs, where sellers would display their hand crafted clothes jewellery etc. and sell them at pop up markets in local communities.
The creators wanted to expand on this idea to make a permanent, dedicated, and global space in which sellers from anywhere in the world could show off and trade and profit from their own handmade crafts.
The site features thousands of sellers many of whom have been able to create a steady source of income from the site, or use it as a passion/side project that they can easily manage from their computer, while able to get on with other jobs and commitments. The site features hundreds of categories which users can search and explore without the need for an account. The site started off with traditional crafts such as handmade clothing and jewellery. But in recent years categories have expanded to include, homewares/furniture, gifts, themed shops, and access to custom orders.The Facts
- Anyone in the world can sell on Etsy for free!!! People get the chance to create a customised/themed virtual shop front, and can list hundreds of items.
- All sellers have to do account, and pay a small fee of 20p per item they list.
- Etsy has global shipping, meaning you can buy and sell from anywhere in the world,
- At the end of 2014, Etsy had 685 employees, and had 29 million items listed on its website.
- As of 2016 Etsy generates an annual revenue of 365 million US Dollars.
- The average income for some of the most successful etsy sellers is estimated to be around 40 thousand dollars a tear.
- Its estimated that around 86% of etsy sellers are females aged around 40.
So Why Has Etsy Been So Successful?
- With sites like Ebay and Amazon, it may be hard to see how Etsy can compete and succeed in the market.
- The main reason etsy is a success is because it targets a different audience to sites like Ebay. While ebay is a place people go to look for deals, low prices and bid for second hand items. Etsy is a place for the creatives.
- Etsy is for people who are looking for unique, creative, and genuinely hand-made clothing and items. Since the site is built similarly to arts and crafts fairs, people are less interested in good deals and more focused on the charm and unique factor that comes from hand made items.
- Global shipping and selling has certainly played a big part in its success, and since the site automatically converts currency and you can message sellers to ask questions, you can get a clearer idea of the upfront cost rather than having to bid against others.
- User friendly site and online marketing (since the site is purley e-commerce it has the advantage of online marketing/advertisement which is more user targeted and widespread than physical stores. The user friendly experience also helps spread positive word of mouth among users and communities).
- Appeal to specific cultures (etsy has hundreds of categories and tags to search through, and since its a global site, people from anime, hipster, punk rock, and vintage cultures can search for categories and themed shops that have merchandise which appeals to their specific niche interests that they would not be able to find elsewhere).
Etsy And Vintage
Etsy can also act as a kind of charity shop/re-sale website for vintage items.The site has a dedicated section where people can showcase vintage clothing, jewellery, and other items. The site has a specific set of rules that dictate what is allowed to be sold as “vintage” for example while handmade modifications are allowed, the item in question must be at least 20 years old in order to be considered vintage, or been inspired by something from that era.
This allows shoppers to have a more tailored and simpler shopping experience, since they can search through the category knowing that all items will be gunuin and relevant to the “vintage” brand.
One vintage seller on etsy is…. Mint Conditionshttps://www.etsy.com/uk/shop/MintConditions?ref=l2-shopheader-name
Etsy and Custom Fashion
Etsy prides itself on it hand made fashion. In a regular market you would be limited to the sellers and items that were available at the time. But with etsy you can browse fashion from all over the place and often items are made to order. This benefits the shopper (since they can view all the options available rather than just what's in stock, as well as having the clothing tailored to their specific size needs). But it also benefits the creator (since they don’t have to worry about left over stock if things are made to order, they can also lease with clients anywhere in the world at any time via the messaging service, helping them to accurately work out the cost for the material needed and delivery)
A few examples of etsy sellers who specialise in custom clothing (some of whom i've shopped with before) include… Custom Catastrophes
Alchemy Inc
Etsy And Pop Culture
Another advantage of etsy is its appeal to people from specific cultures e.g. geeks, punk rockers, hipsters etc.
Being an online market etsy gives a home to shops that specialise in specifically themed shops, often dedicated to a particular culture, or themed items. Examples include Cosplay stores. Conventions and other anime culture events attract thousands of “cosplayers” every year; and for those who aren’t skilled, or have the time to make their own costumes; etsy proves to be a fantastic source for these people to buy costumes from their favourite anime, games or TV shows, that they wouldn't be able to buy elsewhere.
These shops may have once been considered quite niche, but thanks to global shipping and the ability to view items from all over the world, etsy sellers who specialise in hand made crafts like cosplay outfits, are able to generate large profits and global business.
Other shops dedicate themselves to making items inspired by certain cultures or themes. E.g. Rock/metal music inspired jewellery; custom designed converse; printed shirts with designs from pop culture.
Thanks to search filters, tags etc. you are able to find items or shops related to a specific decade or theme (e.g. 80’s shirts, minimalist sofa, film themed phone case etc.) as well as your interests. Or find handmade merchandise from your favourite bands, TV shows/characters etc.
Examples of these themed shops include… Armoured Brownies
Crafts Personalized
Sources
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