Knitwear Marketing & Hype | Knit & Chat | KnitandGrace Podcast
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- Опубликовано: 4 сен 2024
- Join me for a little knit and chat as I share my thoughts about knitwear design marketing and hype, and how I am trying to be more intentional when choosing patterns to knit.
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Stripe Hype Sweater: www.ravelry.co...
Great video! Its so true that good marketing plays a huge part. And I've found that the knitwear itself isnt whats being marketed - it's the lifestyle/aesthetic/vibe that they portray, and knitters want to make their patterns to achieve the same vibe.
This! This is exactly what I was getting at and somehow didn’t fully get to in my rush to film and effort not to name designers. 😅 We’re all trying to tell a story and evoke a feeling in our photography and sharing.
Agreed! I especially notice this when there aren't really any good un-posed photos of the garment. They're all showing the vibe, but not the shape or the fit.
An important topic. The difficulty is pointing out specific designs or designers. But without that this issue can’t be fully addressed. There are several designers I can i mediately think of who are revered because of their image. Their garments are always highly featured despite being…well…kind of ordinary. I once criticized a designer for having a pattern with yarn specifications that cost over $600 for the sweater and got very negative comments back. To my mind, I was pointing out something problematic, but adoring fans of this designer construed it as unfair. SO….it is hard to be critical in this kind of environment. I think all the issues you point out are absolutely crucial, and hopefully your podcast will make us all think more about what we do and why. Thanks for this interesting episode.
Thanks for watching and sharing! The hive mind is real, and that's why you could tell that I was careful not to name designers. I think we can all be critical of knitwear designers while still loving and supporting their work (or not). Unfortunately, that's not always the case amongst their fans.
I love your stripe hype sweater!!!! The colors are perfect
Perfect knit for this conversation - I'm working on my first Soldotna Crop.
This was a great topic, thank you for initiating this convo. Along with pattern marketing, there is also a deluge of dyer marketing via knitfluencers. Personally, I have unsubscribed to one popular RUclipsr and avoid others due to their channels becoming one big commercial for dyers who have ‘kindly sent’ sample yarn.
Thank you for spending some time with me. I think that to this, I will reply similarly to another comment on the “knitfluencer’s” responsibility. As someone that has received yarn support, I can say that I only work with brands that I would purchase myself, or have purchased myself in the past. Dyers and yarn companies need to make money, and one of the ways they can market is by providing free product. Now it’s on us as the consumers of this content to decide if we think that someone is being disingenuous in the product that they’re sharing whether it’s a pattern, yarn, product, etc. Thanks for engaging in the conversation!
What a great video! I am definitely easily influenced by what the algorithm pushes onto my feed and I have purchased patterns because everyone is knitting the same thing without actually pausing to consider if the finished piece is something I will wear. It's the same with books, I have been guilty of buying a book based solely on the cover, lol :)
Another GREAT episode, Mia. I concur with all of your thoughtful and mindful points. And it’s most timely as I sit here knitting an Emotional Support Chicken! Talk about hype and marketing! 😁😆😄 At least I have a friend who raises chickens and she will be gifted this for her grandchildren.
Not going to lie…I’ve been eying my stash to knit an ESC as well! The stakes are much lower than with garment though. 😅
I think podcasters have a big responsibility in this process too. There is a very trending designer whose popularity relies hugely on the number of podcasters participating in her testknits all the time, and I have found myself often wondering if podcasters are genuine when spotlighting her designs or if the hype is due, for the most part, to the fact that they all are insiders of the same mini community….
I agree and disagree with this. I think it's on each individual to do their own work and decide what to do. Just because a designer is popular, also doesn't mean that I'm not going to knit their designs. I'm currently knitting a design from a designer that would fit into the category of over-hyped.
But also podcast viewers as consumers should decide if they feel like someone is disingenuous in how they present the patterns they are testing and/or knitting. I come back to the same designers again and again because I know their designs, I know how they write patterns, I know how they fit me and that their size block will fit me well. And of course like everything in life down to the groceries we buy, these are people that cannot make money without others first buying and then promoting their products.
I love this kind of chat. I choose often patterns with a special construction, because I would like to know how it’s working. Or I choose a colorwork pattern in order to find and work with beautiful colorcombinations. Sometimes hidden designdetails are important for me. I love knitting lace shawls although I even wear them. Generally I avoid to knit hyped patterns in order to be not too much influenced by others. Except the MKAL by Steven West brought me in 2021 a lot of joy. To be part of the knitting community all over the world was exciting and I love my shawl. I joined also his MKAL 2022, but it was not my cup of tea. Never the less Steven is a kind person, a great marketing expert and knitting teacher and great in combining colors. Thank you Mia!
Thanks for spending some time with me and sharing your insights!
I work in marketing and if people say they aren't influenced, they're lying! The Devil Wears Prada got it right. For clothing in particular....I haaate the dropped shoulders trend which goes hand-in-hand with the tiny girl / oversized sweater trend IMO. It's meant to project a version of femininity I don't like when I think about it too much. Why are we trying to look smaller, more frail, sloping our shoulders so we appear less broad and take up less space? I'm also convinced the trend partially came about to cut down on labor costs and reduce fit issues that come with mass production, so it doesn't even make sense in handknit aside from aesthetics. When I'm shopping patterns I find I'm often attracted to specific colors, colorwork designs, stitch patterns, and atmosphere (I'm a sucker for an outdoor shoot) but rarely am I attracted to the construction and fit because my tastes and body aren't on trend now. All that being said, I think you're being too kind to the designer. I've seen the sweater on two different podcasters now and there are better fitting drop shoulder patterns out there.
That is a really good point on the contradiction of doing handmade, essentially shapeless, garments. I hadn't.thought about it that way. So much politics and culture wrapped up in our craft. I love hearing people talk about this stuff!
Thanks for watching and sharing your thoughts Tanya! It's definitely become a much more nuanced topic as I chat about it more and more with folks both here in the comment section and offline. Admittedly, I could have done a better job, but I'm so glad that everyone seems to have gotten my gist and we can continue the conversation. I especially appreciate your insights regarding fast fashion and how it affects the knitwear design industry. A part two to this video might be warranted.
I think I’m the only knitter that hasn’t made a Petite Knit pattern. I just don’t get the hype. I also am a medium to larger size, so those styles don’t look good on me. I like to knit all kinds of sweaters: cables, texture, colorwork, etc. I look for designers that take the extra time to have those little details ( short rows at the shoulders, interesting techniques to solve a fit issue, and more). I always thought that I looked horrible in drop shoulder designs, but finally knit one, but it wasn’t too oversized. I love it! I also like to wait until a bunch of people have knit the pattern to see how it will fit on my body type. I will save a sweater to favorites if I see it on instagram or RUclips, then look at it weeks or months later to see how it actually knits up by looking at the projects. While we’re at it, can we talk about designers who issue a pattern again and again with only one little tweak? It seems like they are just trying to make more and more money by having people buy multiple iterations of the same pattern. Drives me crazy!
I very much enjoyed your take on this important and interesting topic! 💛 As a mid size woman I tend to seek out (ravelry/instagram/youtube) accounts with similar bodies to mine to see how they style & modify patterns and take away knowledge for my own making from that especially if the designer‘s pictures aren’t helping me picture myself in those designs. Personally I love my stripe hype maybe especially because it’s so very basic but then the stripe design is pretty genius.
Thanks so much for spending some time with me Marlene, and for sharing! I completely agree with you on trying to source out makers that look like/have a similar shape to me. As uncomfortable as it can be for me to get in front of a camera and take pictures of myself, I do it not only because I’m passionate about representation, but also want others that look like me to be able to get the value of my FO pictures.
I loved your thoughts on this. I have broad shoulders and am not small and have avoided drop shoulders for that reason. I actually just started my first to see if I am being too stringent. We shall see. Hopefully it fits well. These oversized sweaters also require a lot more yarn which becomes an expense.
Hope to hear how it all works out for you!
I enjoyed this episode! Thanks for the honest and respectful conversation. Since you asked ;), I am currently knitting the Mila Cardigan by Sari Nordlund. I picked this pattern *specifically* because it was so gorgeous, but also different from the typical cable knit sweater (and typical cables are beautiful too) and also presented by a designer on herself, a person who is not super thin. She took the trouble to style it in different ways and this is very exciting to see - a mid-size person in clothes that I wear in real life. I will say that I have made a concerted effort to seek out other influences beyond what is pushed to my feed, which is super challenging. I don’t always succeed, but this is a process 🌞
It’s definitely a challenge, and I’m not saying I won’t knit a hyped pattern or from a hyped designer again, but like you I want to make more conscious choices to not just look at what’s pushed to me. Also always love a Sari pattern!
Loved hearing your thoughts about size, fit, and general marketing. The questions you asked yourself are so helpful- sometimes I just really want a coffee date with a friend! ❤️
Thanks for spending some time with me today Hannah! ❤️
I couldn't have agreed more on all your thoughts on the models and designs. i feel like i have just been waiting for other options and the look of sweaters that appear to be 10x too large. Thanks for your honesty and frankness. i do think your sweater, with your modifications, looks loves and professional on you.
I’m so glad you said what you did about how garments got our bodies.
Thanks for sharing your thoughts. I definitely am influenced/inspired by what I see others make (what’s trending) but try to step back an analyze first before impulse purchasing a pattern. Typically I’ll just favorite it or make a note about it to revisit later.
I’ve definitely started to use my Instagram saves and Ravelry favorites a bit more for this. Take some time to step away from the hype. Thanks for watching!
I enjoyed hearing you talk thru your thoughts! I’ve definitely knit patterns because of room before. Sometimes it worked out and sometimes it didn’t! I’m trying to be more conscious of what i like and what I will wear
It’s definitely about progress and not perfection. 😅 Thanks for spending some time with me Kaci!
Good episode. I do agree about marketing and what is shown to us because of "likes". I think it takes a while to figure ourselves out and what we like vs. what looks good on our body. I have about a dozen drop shoulder patterns and worked 2 before really figuring out that I don't like how they look on me. Before buying new patterns just because they are new and discounted now...I'm more reflective. How would it look on me, would I have to change any part, would it look good in a color I like and all that. I think it's good to be taking a moment to consider before jumping in even when it's a designer you like.
I’ve actually been avoiding buying patterns because a designer has a sale for a while now (unless it’s a pattern that I already had in my queue). Quite honestly, they are so inexpensive and the discount usually so small that I’d rather buy the pattern full price and support the designer once I’m ready to knit it, than feel rushed because of a sale. Thanks for watching!
Great episode! Happy Easter 🐣!
I started a sweater that everyone just loved and after a few rows of the lace patterns( more than one chart and I am experienced) I thought why am I doing this. I don’t even wear things this fancy. Frogged! Thanks for the thought provoking episode
Love this! And I totally agree!! I think the hype of yarn, pattern, designer etc. does quite often overshadow the reality. And being intentional is hard when we have too many things being pushed at us. It is funny though… there are a couple things that I’ve been like “Okay, yep. I buy in on this one”. The Ranunculus being one of those. 😂
It’s how we form our opinions in general right? But I guess that other piece of it that I’ve started to think about is that there is a bit of a “fast fashion” feel to some of the marketing and hype in our craft that’s meant to be slow and intentional. Thanks for spending some time with me today Hailey! ❤️
I hear you loud and clear! Great points to think about. I think that with more experience in making our own garments, we're able to have more of a critical eye in determining all these factors you brought up - it's like not knowing what we know and what we don't know unless we keep learning! Was knitting on the body of my Skyline Tee test for Tori Yu while hanging out with you. Take care and talk soon friend!~Stephanie
It all definitely comes with experience and more often than not, we need to trust our intuition when choosing patterns. A valuable lesson to be learned even after all of my years practicing this craft. Thanks for your time and your insights friend! ❤️
A very interesting podcast. I have a larger bust measurement and I plan to knit Andrea Mowry's Douglas cardigan. It is quite oversized and Andrea says larger sized people chose not to knit with a lot of positive ease. Cheers Paula. Your jumper looks great ❤
I can't speak to the Douglas pattern in particular since I've not knit it, nor bought the pattern. The way that you can achieve a similar look as a busty person is casting on a smaller size (less ease) that would correspond to your shoulder measurements and then adding in increases into the underarm to ensure the right fit across the bust. More and more designers are incorporating sleeve shaping into their drop shoulder patterns, but you can always look up tutorials to help you with this. It's actually what I did with the Stripe Hype since I knew what I was doing to achieve a better fit. I also have a video where I speak about this more in detail that you might want to take a look at. ruclips.net/video/Vs0e1bNV6ig/видео.html
Making a second Mud Season (free pattern on ravelry) sweater. I made one and got hooked and now making a second one with a v neck instead of crew neck + doing waist shaping on this one. The pattern provided waist shaping, and I didn't do it last time. I will like these each for different reasons, but they'll definitely fit me differently.
The pattern looks lovely! Thanks for sharing it with us. 😊
I am currently working on Plummet by Martin Storey. It is a sleeveless top being worked up in Rowan’s Summerlite 4 ply which is perfect for me as I live in Florida! I’m very much interested in this topic, and so appreciate honest, open discussions like this one. Umbriel from Maan Knitwear is one of the few makers I follow who comes right out and says no, I’m not making that garment or at least, not with the recommended ease suggested in the pattern. She prefers minimal if not negative ease in her garments because that is what she likes. Would you go into a department store and spend money on a dress you don’t like? Or one whose fit is not flattering for your body? No, of course not. Then why would you do it with your knitwear? Especially because the whole idea of making your own clothes is to get the fit you want! I understand the pressure exerted by the “influencers”, be it in knitting, yarn selection or commercial fashion. But this is your craft. Your passion. Your joy. Make it yours and keep it yours.
Thank you for spending some time with me and sharing. I would hope that you get the same impression from me and my makes, since this is definitely something that I aim for. But definitely, the point in making hand made items to make what you love and make it so that you feel great in it. An spoiler alert, this does sometimes mean knitting from a more "popular" designer, but we each need to find what suits and works for us.
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Happy Easter. Interesting topic . Tell me about those double pointed needles I’m intrigued by what looks like wood/ metal combo ….. I’m knitting Aimee Sure building block vest in navy
These are my favorite DPNs to use, Knitter's Pride Karbonz (Knit Pro in Europe). They make the Karbonz tips for both DPNs and interchangeables, but I'm not sure about fixed needles.
Great video. I now know I don’t like heavier weight yarn. I do like to size up in my pullovers and cardigans but not tees. I never thought about being drawn to the setting in pattern photos. I will now though.
Thanks for spending some time with me today and sharing!!
I totally agree with your comments about knitwear sizing and marketing. the issue I have with that pattern is that it is not aesthetically pleasing to my eye - I think I would have liked it better if the shoulder stripes were horizontal, in line with the chest and arms. The vertical stripes just throw me off for some reason. But it is very well constructed.
Thanks for spending some time with me today, Joyce.
When I see the petite model in an oversize sweater, I have thoughts. I watched a podcaster hyping sweaters she made that, to my eye, were too big. I wondered if she didnt get gauge and why would she want to turn up sleeves in order to wear it. Maybe this baggy look makes inexperienced knitters feel better about knitting flubs. I also think makers use a tiny model and the sample doesn't fit. It looks like a kid playing dress-up with Mommy's clothes. I'm not a skinny girl either and I would not like such proportions on me. Thanks for airing your thoughts.
I will be the first to admit that sometimes it’s hard to admit when you’ve made a mistake either in picking the pattern, or not swatching, etc. Sometimes I honestly let it go because it still fits better than a store bought garment, and other times I just pop on a good podcast and frog it. 🐸
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Super interesting chat! A_knotty_mess in one of her episodes in the last couple months also discussed the oversized sweater look and whether for her it works. I had also concluded that the oversized sweater look does not work with my body. I’ve been using a lot less positive ease and maybe even no ease to get a better look. I also find that the weight of yarn the sweater is knit in can be more or less flattering for my body. Specifically, a lot of Lindberg’s patterns use heavier weight yarns that knit up fast but may not be as flattering for me.
As a knitter that only came back to the craft 18months ago, and missed many pattern releases, I’ve been going back and knitting patterns that are now “old” but tested and I can usually see whether they’ve stood the test of time.
Yes, it's definitely a balance of finding what works for you and also those tried and true patterns. I just hope that by sharing my thoughts I can help those out there that might feel the same. Even as an experienced knitter, I can still fall for the hype and yet thankfully I have the tools under my belt to make modifications (which I did) to make sure I'm not completely burned when making a pattern buying mistake.