Dear Joann Stores,
It was with a mixture of sadness and little surprise that I learned of Joann Stores (aka Joann Fabrics) filing for Chapter 11 bankruptcy this morning. As someone who considers themselves a maker, deeply rooted in a family tradition of crafting, Joann has long been a go-to destination for me. While my crafting pursuits tend to lean more towards the digital realm—think Raspberry Pi, Arduino, 3D Printing, and Vinyl Cutting—I have always held out hope for Joann to evolve alongside the modern crafting landscape.
When a new store opened in nearby San Marcos, California, approximately two years ago, my excitement peaked. The prospect of a large space dedicated to classes, equipped with a high end laser cutter for both instructional use and rental, and a substantial area dedicated to vinyl cutting supplies and machinery signaled a promising shift towards modernity. However, my optimism quickly waned as reality set in. Despite the initial promise, not a single class was ever conducted in the store, the laser cutter remained untouched, and the designated classroom area became cluttered with inventory awaiting shelving.
A recent visit to the store for some last-minute Easter crochet supplies for my wife's project further underscored the disconnect. Bare shelves greeted me, and the store manager lamented staffing and supply shortages. Ironically, Amazon managed to deliver the needed supplies to my doorstep within 14 hours.
Humans have an innate need to create. Crafting, in all its forms—from traditional to digital—lies at the core of our identity. However, the landscape of crafting has transformed in recent years, leaving traditional retail outlets struggling to keep pace. Simultaneously, there exists a noticeable void in modern crafting education for both children and adults alike. For many, their introduction to next-gen crafting begins with a Cricut cutting machine. Yet, for most, progress stalls at basic designs sourced from restricted content platforms, such as Cricut's walled garden, with little room for growth. While online tutorials offer guidance, there is a palpable hunger for hands-on instruction and mentorship.
Offering access to cutting-edge tools and educational workshops not only presents an opportunity to generate revenue through class fees and equipment usage but also drives sales of related equipment and materials. Moreover, children's classes hold the added benefit of providing parents with dedicated browsing time, potentially leading to increased sales for their crafting needs.
In recent years, we've witnessed an exciting evolution in the crafting world, spurred by technological advancements and innovation. It is my firm belief that Joann Stores can lead this charge and redefine the crafting experience for the next generation.
I am writing to propose a strategic shift in approach: one that places a significant emphasis on education, particularly in emerging technologies, within your retail stores. By embracing next-gen crafting techniques—such as 3D printing, coding, vinyl cutting, and artificial intelligence/machine learning (AI/ML)—Joann Stores can not only attract new customers but also cultivate a community of forward-thinking crafters eager to explore the possibilities of modern technology.
Here's why I believe this shift is imperative:
Appealing to New Audiences: Offering workshops and classes on cutting-edge technologies will attract a diverse range of customers, including tech enthusiasts, students, and professionals seeking to explore their creative side. This expansion beyond traditional crafting demographics can significantly broaden your customer base.
Enhancing the Crafting Experience: Integrating technology into crafting opens up endless possibilities for creativity. Imagine designing and printing custom 3D embellishments for scrapbooking projects or creating personalized vinyl decals using coding and AI algorithms. By providing access to these tools and knowledge, Joann Stores can empower crafters to bring their visions to life in unprecedented ways.
Staying Ahead of the Curve: In today's rapidly evolving retail landscape, innovation is key to staying competitive. By positioning Joann Stores as a pioneer in next-gen crafting, you not only differentiate yourselves from competitors but also future-proof your business against changing consumer preferences.
I propose that Joann Stores consider the following initiatives to implement this strategy effectively:
Workshops and Classes: Offer regular workshops and classes covering topics such as 3D printing fundamentals, basic coding for crafting applications, vinyl cutting techniques, and introduction to AI/ML for creative projects. These sessions should cater to beginners as well as more advanced crafters seeking to expand their skill set.
Dedicated Tech Zones: Designate specific areas within Joann Stores as "Tech Zones," equipped with 3D printers, vinyl cutters, and computers loaded with coding software and AI/ML tools. Customers can use these facilities for personal projects or attend supervised sessions led by knowledgeable staff members.
Collaborations and Partnerships: Forge partnerships with technology companies, educational institutions, and local makerspaces to enhance your offerings and access expertise in emerging technologies. Collaborative events and joint initiatives can further enrich the crafting experience and strengthen community engagement.
By embracing education and technology, Joann Stores have the opportunity to revolutionize the crafting industry and become a hub for creativity, innovation, and community building.
Sincerely, Jim Poder
jim@poder.us
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