Over the last 5 years, several craft-oriented websites have emerged as key players in bringing the fiber arts into the digital world. Among these leaders is the web site
Patternfish, the brain child of
Julia Grunau in Toronto, Canada. Patternfish provides members access to over 14,000 knit and crochet patterns from major publishers and independent designers alike.
While I'm busy organizing my thoughts and photos of my 3 days at the Stained Fingers Dye Camp, here's a fascinating glimpse behind the scenes at Patternfish.
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1) Where did the idea for Patternfish come from? How did it
come into being?
I joined the industry in 1997, as a rep for S.R. Kertzer. That
means I worked for a distributor and sold yarn to yarn shops in
and around Toronto-- Lopi, Stylecraft, Classic Elite,
Austermann, Naturally, lots of different brands.
Of course, the yarns and colours were great, and that's where
everyone principally made their money. But a lot of the designs
really knocked me out: the beauty and imagination of them--
Classic Elite's in particular. At the same time, though,
patterns were often treated as afterthoughts-- quickly
discontinued if a yarn quality failed, and then literally
trashed. They could disappear forever. And the designers were
notoriously poorly compensated.
I thought all this was appalling and wondered over the years if
something couldn't be done about preserving the patterns,
regardless of the particular yarn's availability (and
compensating the designers on a royalty basis). I certainly
never threw any of them out, even after I left the company and
struck out as an independent rep. Eventually it dawned on me
that they could be sold as PDF's in a kind of massive,
independent, unaffiliated online pattern bookstore, and since no
one else seemed to be doing it, and I wanted to shop there, I
thought I should. So Patternfish was incorporated in October
2006.
While Phil was still writing the code, for a year or two before
we went live in June 2008, I went round to all the usual trade
shows I had attended and talked to all the people working for
those companies whose patterns I still kept, and asked if I
could scan and post their catalogues for sale. I already had a
lot of their patterns-- all they had to do was give their
permission and then wait for us to send them their money. For
the most part they were incredulous that anyone might actually
choose to buy something not from the current season. But I
could see that even if they thought I was being idiotic, I was
at least a trustworthy and amiable idiot long known to them, so
they all said to go ahead. I was very lucky. Now, of course,
we have what engineers call "proof of concept" industry-wide.
2) What is the goal of your site?
First, and from the beginning, I wanted good patterns to get respect.
I wanted people to care about them as potential works of art.
For a long time they were treated like Kleenex. I thought this
was a dreadful miscarriage of justice. Would you toss out an
Alexander McQueen dress because it's a year or two old?
Certainly not. Why do it with designs?
I want to present great-quality, compelling patterns as if they
were in a beautiful magazine of their own, with large lush
photographs and the kind of captioning that actually gives you a
good idea of what the pattern was about. If I'm going to have
to purl four together through the back loops 500 times, I want
to know about it in advance.
I want these worthy things to appear in a beautiful, classy
setting. I want people to get patterns at their best,
in all senses of the word. I want people to be able to sit in
front of Patternfish with a cup of tea or glass of wine and
browse happily at length until they find exactly what they want.
I do NOT want to be bombarded with flashy headache-inducing ads,
so we don't carry any. This has actually worked in our favour:
yarn stores tell us they're happy to send their customers to our
site because "they're not going to get poached by another store"
offering free shipping or whatever.
I thought that if all this worked, that pattern sales would
enrich the designers and companies (it costs Bergere de France,
for example, about 2000 Euros to produce each of their designs,
from sketch to printing, and they produce hundreds a year-- how
long is this sustainable?). And from the beginning, I saw it as
all intertwined. That if you sold more patterns and enriched
those publishers, yarn sales had to follow from
somewhere: "a rising tide floats all boats". And from having
worked in a big yarn store (Romni Wools in Toronto), I knew
something else. I dreaded someone coming in without an idea in
their head of what they wanted to make-- or worse, too specific
an idea, which would make finding that exact pattern
impossible. But if someone came in with a pattern already, and
asked, "Do you have the yarn to make this?" then I could always
answer "Yes!" and everyone would be happy a lot faster. I never
wanted to compete with yarn stores; they're too important. So
long as I make the decisions, we'll never sell yarn or anything
that's not downloadable.
Once, one of our publishers-- also a yarn manufacturer!--
suggested launching a Patternfish brand of yarns. I was very
amused by this. Why compete with our suppliers? What on earth
could we do better than they, yarn-wise? I'd rather make their
own product look irresistible, then everybody wins.
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3) How many patterns does Patternfish have available? Where
do they come from?
We have over 14,220 patterns, and that number increases
virtually every day.
Sometimes we approach designers or companies and ask for their
work; sometimes they approach us. Of course, we have a dream
list that we work on all the time. Sometimes it takes years to
get a commitment. You have to be very patient and very focused.
4) What do you offer to your members that is different from
other pattern web sites?
(I'm not terribly familiar with how other pattern web sites
operate, so can't really compare. That said...)
First, Patternfish has an unparalleled selection of superb
patterns, both contemporary and vintage, from hundreds of
renowned designers and name-brand publishers all over the
world. Almost half of them are exclusive to us-- absolutely not
available anywhere else. And when you buy from Patternfish you
know that your purchase is backed up to the hilt. Both we and
the publisher stand behind the product.
One thing people always mention is our response time. If you
have an issue of some kind, and email us, apparently we respond
very quickly compared to what customers might be used to
elsewhere. Phil and I have all the Patternfish email inboxes
visible at all times and practically trample each other trying
to get problems solved, and there are other Patternfishers who
check frequently as well.
Our monthly newsletter is more engaging and entertaining than others
according to fans who write. People describe it as sitting down for a
chat with a knowledgeable knitting companion.
Also, since patterns and associated customer happiness are all
we ever think about, we've been innovators in a lot of ways that
others have copied: establishing your pattern stash, automatic
access to corrected PDF's if there's errata, and so on. In addition, Patternfish's pattern stash lasts forever, many others don't.
100% of our software and product development is devoted to
bettering the customer's pattern experience. I don't believe
other pattern-buying sites can say that.
We are about to increase the speed of the site by a factor of
10, and introduce a couple of other staggering new features and
products. Fall 2013 is going to be very exciting for us.
5) Do you see trends in the kind of patterns that are popular
among your members? (aside from seasonal trends)
Cardigans are more popular than pullovers for both adults and
kids. Cabled designs are decidedly more popular than fair isle or
intarsia. Easy is more popular than hard, obviously! But the
biggest single popularity factor, I think, is when something
doesn't have to fit exactly. Many knitters and crocheters shy
away from having to achieve very precise fit or measurement
requirements. So anything where an exact fit isn't required--
shawls, shawlettes, wraps, swing coats, A-line cardigans-- they
all do very well compared to more tailored projects. Top-down
designs are very popular, especially for babies and children,
probably having to do with this reason; you can try the piece on
as you go and adjust on the fly.
6) Is there any criteria for a pattern being accepted to
Patternfish or can anyone post a pattern?
You have to have a good design. We don't care if it's for spats
or lunch boxes-- we have both. The pattern has to be
well-written, and preferably tech-edited. The pictures have to be
nice and big and crisp. And we much prefer it if you have a body
of work, say, 12 or more patterns all told. It's very hard for
anyone to make any kind of splash with much fewer than that. The
more patterns you offer, the more you tend to sell of each one.
No one can post a pattern directly on their own-- not yet, though
it may happen in some cases. They all have to go through an
approval process. Not to vet each one for arbitrary quality or
standards of taste; once a designer or publisher is on board,
they're free to do and submit whatever they want. We check more
for uniformity. We want "Cascade 220" to be spelled the same
correct way wherever it appears, and for Brown Sheep Company to be
the manufacturer across the board rather than sometimes Brown
Sheep or Brown Sheep Co. or whatever. We (try and!) make sure the
spelling is correct and that a US7 needle is correctly reflected
as a 4.5mm and so on. Just yesterday I had to change a yarn
manufacturer's listing from "Alicia Goes Around" to "Alisha Goes
Around". We love having people be able to search designs by yarn
manufacturer or yarn name, but for this to work properly, you
really have to be consistent. It takes a surprising amount of
time.
7) How do you see the site evolving over the coming years?
Everything we do will be aimed at improving the PDF pattern
browsing, buying, and holding experience for our customer. And
everything we do for the customer will benefit the publishers
commensurately. We will become more international both in
patterns offered and revenue reach (right now about 75% of our
sales are American). There are going to be different formats and
platforms to work with. We're terribly excited.