How do you create a new product?
In the beginning, I went with what I loved.
Was that the most logical approach, probably not. As you may know, I made my way into product with washi tape. Everything about washi tape sang to me. I always found myself on that aisle in an art store, gazing at all the tiny designs. It was something so tiny, and fun- it made my heart happy, so I went with washi tape.
After washi tape I made greeting cards, stickers, tea towels, wrapping paper, gift tags, and gift boxes. Each product has always come with a little additional logic sprinkled in compared to those first rolls of washi tape, ha ha.
As my brand has grown, I now have more of a brand story. When I added wrapping paper, something clicked. I realized I was a gift brand. My cards didnt' sell, so that took me out of stationery. I think that washi tape bridges the gap, you can use it to seal packages, so I am running with that idea! I now put every idea through the filter of is it in the gifting category? Is it a vibrant, nature-inspired product that makes gifting beautiful?
If it is a yes, then I proceed with the following points:
Research: I research to the moon and back. I look at what my competition does with this product, what designs am I drawn to, do they wholesale it? I look at how they package it and do I know where to source that type of packaging?
Artwork: I take a look at what artwork is already selling and see if it could work on the new product OR I take a look at new artwork that may be fun to introduce on a new product.
Find a manufacturer: Do I already work with someone that can make this new product? I usually start by looking on Google with a domestic search. If that doesn't work, I will turn to Alibaba (Want to know more about that? Click here).
Samples: Always samples. This allows you to test colors, workmanship and overall quality.
Price point: I re-evaluate the numbers, will they work for wholesale? Will they work period? Ha ha I can't tell you the number of times that numbers don't make sense with the inventory I have room to carry. And that is okay. If I want to keep looking I go back to Step 3.
If everything works, I order the product and create a marketing plan.
This seems pretty straightforward, however, things take time. Product development takes a lot of time and for it to be seen and bought by wholesalers or direct customers takes even more time. I give each product at least a year to really see how it sold. I compare it to other designs in the same category to have a really solid look at what worked or didn't.
Product is a game of constant analysis. Once you jump in and see what sells (or doesn't) you will begin to see your artwork in a different light. Make sure to pay attention to what you are drawn to out in the world. A lot of artwork is simple that is on product.