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Just as the phenomenal success of a trio of movies about hobbits has inspired Hollywood to send audiences on other perilous quests, so the swords and daggers wielded by those hobbits, their allies, and their enemies have inspired an onslaught of tie-in merchandise. The latest example of this, the medieval fantasy Eragon, is being released in time for Christmas—as is a series of licensed Eragon designs from Master Cutlery (Secaucus, N.J).
2007 will bring other high-profile stories of war and swordplay from Tinseltown, among them the third Pirates of the Caribbean movie and 300, about the battle of Thermopylae in 480 B.C. These may help sustain interest in a niche category that has already been riding high for some time now.
One reason is that interest in the tie-in cutlery often outlives the release of the movie, in contrast to other spin-off merchandise categories. Sevierville, TN-based United Cutlery Brands, for example, was introducing Lord of the Rings designs well into 2004 and beyond, long after the third of the trilogy had been released to theatres.
Six months after a hit film has come and gone, tie-in lunchboxes or coloring books are relegated to closeout racks, not new-product showcases.
While pieces derived from the silver screen and the imaginings of designers such as Kit Rae may enjoy the highest glamour factor, commemorative and decorative cutlery does not live by fantasy alone. Re-enactors (whose interests range from Merrie Olde England as reconstituted by the Society for Creative Anachronism to the less-merry battlefields of the American Civil War), collectors, veterans, martial arts enthusiasts, museums, theater groups and others are all more interested in authenticity. The extent of their interest in the real thing (or painstaking replicas of the real thing) varies, of course, due to factors ranging from budget to the cutlery piece's intended use.
Matching customer and product
Price points vary in proportion to the levels of detail and workmanship, and this should be taken into account when merchandising a commemorative/decorative weaponry section. Since even lower-echelon pieces in this category are relatively pricey, it's a good idea to match the selection to the requirements of your customers. High quality and high price points aren't going to entice customers who don't have as much interest in authenticity; conversely, those who want even replica swords to look like the genuine article won't be persuaded by lesser quality and lower prices.
Fortunately, balancing quality and price is less of an issue than it used to be. New manufacturing methods enable suppliers to keep costs down while maintaining workmanship. A part of that newfound ability derives from the country of origin: While Japan and Spain are considered the premier sources for swords and knives, manufacturers in China and South Asia have been raising the bar on their manufacturing standards even as their manufacturing costs are lower.
The end result of this is a broadening of selection for retailers and their customers alike, covering a variety of price points and styles. This applies not only to the offerings of different manufacturers, but the selection with a particular manufacturer's product line. Some manufacturers, for example, offer lower-priced alternatives to more expensive pieces covering the same basic theme.
Since, as noted earlier, commemorative and decorative cutlery pieces will set the customer back more than a simple pocket knife would, most consumers look upon the purchase as an investment. This has an effect on how much attention to display and merchandising needs to be paid, and also on the potential for accessory sales.
A major component of properly merchandising the category is suggesting, not displaying, the extent of your selection. For most retailers, it isn't practical to keep even a moderate inventory of large swords and knives in-store. Constraints of space and the expense of maintaining inventory limit this.
Moreover, many of the higher-end pieces in these categories are produced in limited quantities. Therefore, most suppliers will drop-ship individual orders and supply retailers with catalogs and signage, and possibly include display rack with a small number of products to give customers a taste of the entire line.
Display can be as important to the individual customer after the cutlery purchase is made. Plaques and stands can help enhance a collectible weapon's value and appeal, and there are add-on opportunities in related items such as statues and helmets. Accessory items such as polishing paste should also be included.
Not all displays of commemorative and decorative cutlery occur in private homes. Merchants who are interested in pursuing sales from restaurants and other local retail and private businesses can perform some research to determine the businesses that are most likely to be receptive to showcasing decorative cutlery products.
Establishing relationships with local theater groups, and conducting an Internet search for companies that supply props for movie and TV productions, can also pay off for the retailer. Most army/navy stores should already enjoy good relationships with local museums, historical and veterans' groups, and re-enactor societies—all of whom are potential customers in these categories.
And not all commemorative or decorative weapons are edged. Manufacturers such as Collector's Armoury (Lorton, Va.) and America Remembers (Ashland, Va.) produce reproductions of historical firearms, covering such eras as the Revolutionary and Civil Wars, the Old West, and 20th century designs.
Here again, it pays to research the customer base and determine what the local interest might be for particular types of decorative firearms. A well-aimed (pun intended) selection can provide a valuable niche category for your store; an ill-conceived one can become something of a white elephant. It's hard to visualize a Colonial-style pistol on closeout along with T-shirts. But given a selling area that include, say, Civil War or World War buffs or re-enactment groups, the prospect of supply outpacing demand shouldn't loom too large.
author: BY PAUL BUBNY