Recently, I wrote a paper (for my MBA studies) about digital marketing and the yarn industry. While writing the paper, I looked at the range of producers in the sector, in particular new entrants. I also researched how people buy yarn, for example, what kinds of things influence when and how we buy yarn. This made me think about my own patterns of buying yarn. I don’t have a record of all the yarn that I buy and where and when I buy it; some people use Ravelry’s Stash function to keep track of this, but I am not that organized. However, I do have records of all of the projects that I have knit since joining Ravelry in late 2007, and of which yarns I used for each project. I looked at 2008, the first full year that I was on Ravelry, and discovered to my amazement that every single project I finished knitting in that year was made with Rowan yarn! I had only just moved to England in August of 2006 and was still very thrilled to be able to walk into my local John Lewis store and buy Rowan. That seemed the height of luxury at the time to my yarn-buying self.
I then compared 2008 with last year, 2014, and a very different picture emerged, as you can see from the below:
I must point out that these charts show the percentage of projects made with each yarn and NOT the amount of yarn bought; nonetheless, they show a pretty compelling trend. To me, the most interesting thing about the 2014 distribution is that with the exception of Rowan and Noro, which is a Japanese yarn company founded over 40 years ago, each of the other yarn companies I have used in 2014 is a new company: Madelinetosh started in 2006 and Brooklyn Tweed, Quince & Co and The Uncommon Thread all started in 2010. More than 80% of the projects I knit last year were made with yarn from companies that didn’t exist 10 years ago. New entrants into the sector are rapidly changing the market, at least for premium yarns.
I didn’t show pie charts for 2009-2013, but I am a pretty eclectic yarn user. During these years, in addition to lots of Rowan and the companies above, I knit projects using Debbie Bliss, Cascade, Studio Donegal, Hanne Falkenberg, Blue Sky Alpaca, Malabrigo, Mirasol, the Plucky Knitter, Blue Moon Fibre Arts, BC Garn and Wollmeise.
Though my Rowan projects have fallen from their 2008 pinnacle, I still find it a great product. In particular, I am totally in love with Kidsilk Haze, Felted Tweed DK and Fine Tweed. As long as Rowan keeps producing these (and maintaining quality), I will keep buying them. This year, I have so far made four projects, and two of them – the spectacular Soumak Wrap and my Gossamer pullover – used Rowan yarn. When I lived in Australia and Germany, I considered Rowan a luxury product; now that I’m in England, it is more like the standard for me – I use it as a benchmark to compare yarn prices and qualities.
I realize that my yarn-buying profile reflects the fact that I am willing to spend a lot for yarn. In my mind, both yarn and books fall into my entertainment budget. Let’s say that the yarn for a new sweater costs 100£. Well, if that sweater will take 100 hours to knit, then I am spending 1£/hour on entertainment. A bargain! (Compare to a cinema ticket!) A cashmere cowl that costs 120£ but takes only 10 hours to knit is very luxurious but still costs 12£/hour for knitting enjoyment. While I might splurge now and then, my general idea is that if the yarn costs less to knit per hour than a cup of coffee in a nice coffee shop, then it’s a good deal. This kind of thinking (where I consider the yarn as entertainment rather than part of my clothing, or gift, budget) is perhaps reflective of the fact that I am still more of a process knitter than a product knitter. On the other hand, for the past few years I have made fewer impulse yarn buys. I tend to buy yarn for a specific purpose and this seems to be more in line with a product knitter.
I think that part of my willingness to buy expensive yarn reflects the fact that I am knitting less these days. When I am knitting more, then I am conscious of cost and try to use more yarns that are good quality but affordable, like Cascade 220 for instance. I seem to be edging now into a more active knitting phase and I find that this is accompanied by a wish to search out some new affordable yarns (Quince & Co, while very high quality, is pretty affordable; it is moving up fast in my go-to list.) Having two daughters in university is another compelling reason to seek out more affordable yarns, or at least to knit fewer luxury projects. It is good to have a selection of yarns to knit with, and some of them should always be outrageously luxurious to the senses, because knitting, like cooking, is a sensual art. How about you? Are your yarn buying habits changing? Are you buying more, or less, luxury yarns? Do you calculate cost per hour of knitting (surely I’m not the only one)? Do you plan every purchase or are you an impulse buyer? Do you only buy local, or organic, or machine-washable? Inquiring minds want to know…….