ECA’s New Study into the European Crafts Sector unlocks production and business opportunities with more than 100 practical ways to strengthen business, and also provides valuable market insights.
The European craft sector holds immense potential for growth, yet many craftspeople and crafts entrepreneurs struggle to access useful market insights. The European Crafts Alliance’s new study, conducted by Ohayō, identifies more than 100 practical opportunities for craftspeople and entrepreneurs to strengthen their businesses and makes it possible to generate valuable insights for the entire European craft sector.
“The craft universe is experiencing one of the most exciting and fascinating moments in recent decades. It is a sector in the midst of furious transformation, as shaken as it is stirred, responding to the challenges and uncertainties that exceed the limits and boundaries shaped over generations. This is undoubtedly a moment ripe with opportunity.”
Key opportunities are linked to emerging consumer trends, intervention in business management areas, collaboration with new market segments and innovation in new materials and technologies. The study report also includes a special chapter on the ways to keep traditional crafts relevant in contemporary settings and the results are transformed into a Craft Business Toolkit that serves as a practical guideline for crafts enterprises to navigate their potential in the markets.
Key Findings: Pathways to Success in Craft Business
The results of the study reveal that business opportunities lie in product development, but also in a combination of several other key elements. Business management is a must in order to maintain a profitable and economically sustainable activity. Craft as a sector has the potential to become a relevant socio-economic activity and collaboration with other sectors is helpful in demonstrating the possibilities of craft when extended into new areas. A consumer-centred approach was identified as key to improving the performance of craft enterprises. In this context, storytelling and communication are key to the best presentation of a craft business. In particular, the authenticity of craft is an asset to be exploited.
Recommendations for Growth and Innovation
The study outlines key recommendations for policymakers, craft business owners, and industry stakeholders, including:
- Redefining the meaning of craft – development of a new taxonomy of craft categories, disciplines and practices, together with a revised vocabulary or terms that better represent contemporary craft.
- Business skills matter as much as craft skills – calls for business training programs to help craftspeople navigate pricing, marketing and management, as well as mentorship programs that connect experienced craftspeople with newcomers, to share expertise.
- Craft-specialised sales professionals are needed; profiles, who understand traditional craftsmanship as well as the contemporary consumer and market demands.
- Strengthening relationships between craft organisations, heritage cities, and tourism authorities to emphasise the role of crafts in cultural preservation, tourism experiences and more.
- Hosting cross-sector meetings between craftspeople and professionals from other sectors, such as architecture, tourism, luxury retail, healthcare, could generate new business models and innovation
- Creating a digital platform that connects craftspeople with companies seeking their skills – a sort of a business marketplace.
- Incorporating new technologies and hacker culture: The European Council regulations for the protection of geographical indications for craft and industrial products enter into force in December 2025. Blockchain technology could be a complementary tool, voluntarily adopted by craftspeople and craft companies to guarantee the traceability of their products, as could the use of new technologies to teach crafts and help with creating mixed pieces etc.
Practical Toolkit for Craft Entrepreneurs
To help craftspeople take action, the report also includes a practical Craft Business Toolkit that offers:
- Guidance on pricing strategies and market positioning.
- Branding and storytelling techniques to build customer trust.
- Tips for digital marketing and expanding online presence.
- Strategies for forming cross-sector partnerships and increasing sales channels
Methodology & Lighthouse Cases
The study was conducted by the consulting company Ohayō from September 2023 to April 2024. It is based on a multi-faceted research approach, including Literature review and analysis, Personal interviews, Trends research and case studies (featuring 27 real-world examples showcasing business opportunities), Group workshops, SWOT analysis and Blue Ocean Strategy analysis. The report also features Lighthouse Cases, real-world businesses from Italy, Poland, Sweden, and the UK, that have successfully adapted to industry challenges. They provide inspiration and offer insights into career progression, business strategy and key takeaways.
The study was commissioned by the European Crafts Alliance within the Creative Europe co-funded project Crafting. It is the third of five research projects which analyse the state of the crafts sector in Europe, preceded by The European Market for Crafts and Resilience of the Craft Sector in Europe.
Watch the Study Presentation by Rosa M. Muñoz Gómez of Ohayō
Recorded on 12 March 2025.
The study was commissioned by the European Crafts Alliance within the Creative Europe co-funded project “Crafting”. It is the third of five research projects which analyse the state of the crafts sector in Europe, preceded by The European Market for Crafts and Resilience of the Craft Sector in Europe. More>>
