"Crafting
Success: Marketing Strategies for Creatives and Craft Businesses in a Digital
and Global World"
Creative
businesses face increased competition from global producers, evolving consumer
expectations for convenience and transparency, and the challenge of standing
out in a crowded digital space. Adapting to technological advancements can also
be resource-intensive.
However,
digital platforms offer opportunities for global reach, direct-to-consumer
sales, and authentic storytelling that builds deeper connections with
customers. Access to analytics enables data-driven strategies, while
sustainability and high-quality visuals cater to modern consumer demands for
ethical and visually appealing products. By embracing these tools, businesses
can adapt and thrive in an evolving marketplace.
About the facilitator
CLÂN was founded in 2022 by Nuala Browne Treacy, who envisioned a social enterprise to create a
better understanding of the importance of sustainable supply chains. Nuala's mission is
to raise awareness across the textile sector about the prevalent culture of buying cheap,
disposable clothing that is rapidly discarded. Her extensive experience as a buyer and
manager for UK chain stores and popular fashion retailers equips her to help consumers
make informed decisions about their clothing and textile choices. Through CLÂN, she
advocates for sustainable practices and encourages loyalty to brands committed to
circularity.
Moving from a long career in Fashion buying, and Management, Nuala moved into
education and teaching, with a Masters in Business specialising in marketing and in 2023
competed her Postgraduate Certificate in Sustainability in Enterprise at UCC.
Over the past 12+ months, Nuala has been actively researching and connecting with
institutions and European partners to expand her knowledge of clothing and textile
sustainability. This work has allowed her to develop expertise in implementing circular
economic business models in the sector.
Nuala Browne Treacy’s presentation is supported by Mid and
East Antrim Borough Council partnering with Waterford City and County Council’s Building
Shared Creative Communities project, funded by Creative Ireland’s Shared Island
programme.
