The DIY Mona Lisa

It Started with a Whimper

The "Maker Movement" is getting it's legs and starting to run. At a time when most Americans have become very comfortable being able to find anything and everything they want at a big box store, some are turning back to their own creativity as a means for self expression and gratification. And now, with the availability of smart technology at increasingly lower prices, some "Do it Yourselfers" are turning their initiative into profitable business. What this means for the big picture is that the term "DIY" is broadening to include small businesses that are able to accomplish big things with the right technology. The beauty of this change is that where it may be difficult to find a job working for a large corporation in a given industry, people will instead be able to compete with those corporations by starting their own businesses doing nearly the same things.

 

Exhibit A: The Record Business

A prime example of this can be found in the music industry. The digitization of music and availability of cheap, but high quality recording gear made it possible for virtually anyone with some musical talent to make their own record with a sound that rivals what can be produced in expensive recording studios. Quickly, people found means of distributing their music through online stores, and various music sites. Producing hard copies with beautiful artwork, and impressive packaging also became available through internet companies that sprang up to accommodate the market demand, and this was very popular for a time. Networking to get gigs was also easy, thanks to social networking sites that allowed people to connect and get heard without leaving their living room. The "Indy" genre, meaning "independent" became a force to be reckoned with.

From The University of New Hampshire Law Review, Vol. 10, No 2: "Today...modern consumers share, purchase, and discover new music instantly through the Internet, rather than CDs. In this Digital Age, more independent artists are able to thrive because of decreased market-entry barriers, namely lower costs, fostered by digital music production and distribution." So thorough has this transformation been that the aforementioned review states of the once behemoth record companies "the traditional recording industry dominated by the major labels, is under increased pressure and on the verge of collapse." There is more music available in more styles now than at any other point in history. The marketplace is flooded with sound, and  people are making money from it. The digitization trend does not mean that more people are able to get rich because of the technology, but instead, that more people are able to make a comfortable living doing what they enjoy.

 

Here Comes the Bang

Credit: AnnArbor.com

The book industry is quickly changing as well. Chain bookstores are closing down and one of the pressures placed on them is the digital book market. The introduction of products like the "nook" from Barnes & Noble is a testament to this. It is now even possible to self publish with ease, and distribute one's work without the need of a physical store. The digital side of the Maker Movement is already revolutionizing many markets.

But, there are still some things which presently require physical representation in a way in which books and music do not. T-shirts have this attribute. It is not likely that anyone will be wearing hologram clothing in the very near future. There is, however, a way in which the digital trend is catching up with the clothing market: customization. With the advent of digital direct printing, consumers are becoming increasingly aware of their own ability to create designs and have them printed at an affordable price. Where at one time a local screen printer might be limited to printing a four color design in large quantities, today's print shop can accommodate any number of prints, down to one shirt, and with literally thousands of colors at no additional cost. This allows for print shops to compete with large clothing companies and designers in a way that was not possible just 10 years ago. By offering the coolest designs, and the ability for the consumers to customize, small businesses are able to reach the growing DIY community easily. But, just as iTunes attracts both Indy musical artists, as well as big labels, large clothing companies are also taking advantage of the digital direct-to-garment technology. The high-tech/low cost machine's availability means that a new competitive market has been birthed, one where the local designer has a chance to make his mark without relying on the good graces of big investors. This is the time of the unleashing of creativity onto the marketplace. Which begs the question, "When will you make your Mona Lisa?"

Shaving for Tomorrow: Barbasol Introduces Clothing Line

Credit: vintageads.com

Barbasol is Looking For a Few Good Men... to Wear Their Shirts

Getting in on a multi-billion dollar industry is a smart move. Barbasol shaving cream has decided to capitalize on their iconic brand by adding a t-shirt line to their sales offerings. In a Bizjournal.com article, Barbasol Senior Vice President of Sales and Marketing, Jill Crumbacher states, "We thought, ‘Hey, there might be people passionate enough about our brand that they may want to wear it".

Undoubtedly, Barbasol will sell some shirts. Their status as a household name and their appeal to manliness will generate a certain interest among their many faithful. Their history of splashy ads, and recent foray into the "Shave Like A Man" commercial spots reveal an interesting and creative marketing vision, and at least part of the reason for their incredible success. Unfortunately, a glimpse into their shirt line uncovers a sort of lackluster approach to design. Assuming that the shirts are being screen printed, this is not surprising; actually it makes perfect sense. With screen printing, there are automatic limitations to design. This is because for each color, a screen must be prepared, which takes time. It is also very difficult to achieve gradients, which means that the image has a flatter look. Customization is also out of the question, since just adding something like a name in one color to the shirt would require making a new screen.

Get Close and Comfortable with the Future  

 

The advantage of screen printing is that very large orders of the exact same print are cheap. The profit margin goes up, as the number of shirts ordered goes up. But market demand is catching up with the digital age. The "Maker Movement" is a prime example of this trend. Companies like GE are recognizing the shift toward customization and are helping their customers put a bit of themselves into their products. This development could bode very well for marketers who are always looking for ways to get consumer buy-in. While it may still be possible to create a simple product and count on iconic status to move merchandise, with the increasing public availability of smarter technology, companies that offer products that allow for the "personal touch" can be among the early adopters, and by getting to the consumers first, secure a better market position in the future when customization is inevitably commonplace.

Barbasol has the opportunity to make a show of their status as a company for all generations. Shaving cream may not change much over time. But by adding the digital touch to their already incredible marketing, their shirt offerings could actually add a type of modern relevancy to their brand and a new way to connect with consumers as co-branders.