by Molly Babcock
Gen Z is redefining “trendy” every six months. In 2023, everybody wanted to be the “It Girl”. Now, young women are chasing the “Mob Wife” aesthetic. But one thing has been consistently rising in popularity among Gen Z men and women alike; crochet.
This hobby appeals to dominant Gen Z values, including self-sufficiency and sustainability. Between books, blogs and youtube, crafters can find a pattern for almost anything they desire. If they can’t, they can create their own! Crochet is also very accessible; it isn’t very expensive to get started and it’s relatively easy to learn.
While people of all ages enjoy fiber arts, the young crochet community revolves around the internet. Google searches for crochet have risen over 100% since 2019. Influencers like Sarah Zimmerman have earned over 200,000 followers just by posting crochet pictures and videos. Top crochet posts on Instagram have over 75,000 likes. These crochet influencers foster online communities centered around crochet, where crafters can share their patterns and creations with friends.
Many crafters get their yarn from affordable mass retailers, like Michael’s, Goodwill or Amazon. But there is a whole ecosystem of independent yarn retailers. These brands provide a high-quality product for a steeper price. How can independent yarn retailers take advantage of the current crochet renaissance to boost sales and awareness?
One brand that is doing it right is Laurel Hill Online. Laurel Hill is an online retailer of custom crochet hooks, quality yarn, knitting needles and fiber arts accessories. Their online presence is minimal. They post product photos and patterns on Instagram and Facebook. Where Laurel Hill shines is its influencer strategy.
Laurel Hill sends their product for crochet influencers to use on video. Its marketing team works with influencers to create engaging content with relevant hashtags. They also often provide promotional codes for viewers to use in their online shop. When viewers stumble across these promotional videos, they see a trusted artist speaking genuinely about a great product. This drives traffic to Laurel Hill’s online shop.
I would recommend this strategy for any small yarn retailer. Traditional marketing methods, such as newsletters and events, work well for the more traditional, older buyers. As the market for crochet products becomes younger over time, it becomes necessary for retailers to step into the online market. Influencer marketing strategies are a great way for independent retailers to attract attention in a way that feels natural and current for Gen Z buyers. Check out Laurel Hill Online’s shop here.
Loved this post! I have also noticed the crochet phenomenon that’s taking over the internet. Sounds like Laurel Hill is really hitting the mark targeting this niche side of the internet. I wonder if they’ll expand their own marketing to TikTok themselves.
Your post was well written. Crochet Is pretty common right now especially getting inspiration from social media. I agree that crochet is accessible and people can access it at any time. I didn’t know that lauryn hill had her own online shop. Thanks for sharing
I have been hearing a lot about crochet lately, so this post definitely informed me a lot more about it and why it appeals so much to different groups! It’s a very interesting phenomenon and it makes me wonder if this will be one of the more short-lived trends or stay in for a longer period of time, based on its long history and how many people still do it
I thought this post showed a really cool take on the reasons why crochet is so well liked by Gen Z. I feel like more businesses could definitely benefit from some of the strategies that Laurel Hill uses. For any brand it’s important to change marketing strategies as their market changes. This is a great example of how brands need to change with the generations.