Different categories of products

Products come in many forms, so it’s important to understand your goals and how they align with your customer needs.

Consumer products can generally be grouped into categories such as convenience and shopping products. Convenience products are low-cost items purchased frequently for personal or household use — such as bush foods, snacks, or toiletries. These products are typically replaced often and need to be easily accessible.

On the other hand, shopping products are higher in value and are usually purchased with more thought. Consumers are often brand-loyal in this category, choosing products that align with their values, such as clothing, homewares, or gifts.

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Deciding which options to go with

Resources and funding

If an artist and/or art centre is thinking about making products, there are a few things to consider. If they’re being made in-house, ask yourself:

• Do I have time and support to take on this new project?
• Will other work need to pause while this happens?
• Do I need to apply for funding?
• Will I make a profit, or is it not for commercial sale?

Specialist skills

Some products may need outside help. Think about who can do the work, how much it costs, and whether they’re available when you need them. Understand what materials are a part of making the product, check if they’re good quality and ethically sourced.

Target audience and production details

Who is the product for? Is it community, existing customers, or new buyers? Think about how many to make, what sizes, and what it will look like. The packaging is also important as it is a chance to share stories, include logos or websites, and promote artists and/or art centres. Consider how the packaging and labelling will be produced, if you will need a graphic designer, and how much it will cost to print.

Promotion and sales

Consider how you will promote the new products — whether online, through social media, or as part of an exhibition launch or event. Where will you sell the products, and who will manage the sales and ordering more when they run out? Will you set a competitive price and manage stock and sales effectively? How will you plan for freight and distribution needs and ensure there is adequate storage space at the art centre?

Third-party production If the new product is being made by another business, such as a t-shirt printing company, there are more questions to ask. By addressing these questions, an artist or art centre can make informed decisions about creating and selling their own products. See below for more details on working with other businesses.

Choosing who you work with When approached by a business to produce a product or merchandise, or if you’re approaching a business, there are several important questions to consider.

Reputation

First, think about whether you have worked with this business before and if they have experience working with other artists or art centres. It’s a good idea to check with those that have had experience to understand what went well — and especially what didn’t. Research and consider if the business’s brand, reputation, and approach align with your values.

Quality

Next, ask if the business can provide sample products to check for quality. Understand what types of products they want to make and for which market areas. Ensure these match with the values and qualities you promote. Consider how the artwork will be used: will it be the whole image or will it be altered? It’s also important to know how Indigenous Cultural and Intellectual Property (ICIP) is acknowledged and treated.

Price and promotion

Think about the price points for the products, the quantities, and the planned distribution. Take time with the branding, packaging, and labelling, as this makes the customer want to buy the product. Discuss how the products will be promoted and if the artist and/or art centre can be included in these promotions — such as having the art centre logo on the packaging or the business’s website. Decide how you will celebrate the artist with any cultural or artist information to be included in the promotion and packaging.

Licence fees

Consider if your area will be able to stock and sell the products, and what consignment or wholesale arrangements would apply. Discuss the proposed licence fees and see if there are any other benefits that can be negotiated, including non-financial benefits for the artist, art centre, or community. This might include the artist’s involvement in design or marketing, free advertising for the art centre, or contributions to community projects.

Permissions and approvals

Finally, understand the permissions and approvals process to ensure the artist is informed and gives prior consent. Check if there will be a multi-step process to ensure the artist approves the product before production and during the design and promotional stages. Discuss the reporting process and how often reports will be provided, detailing the volume and value of sales and payments. Ensure the business supports the artist and art centre in getting independent advice or legal assistance.

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Distribution options

Getting your market into customers’ hands means thinking about packaging, storage and delivery. Many businesses use distributors to help with this.

There are different ways to get your product out there:

Direct to consumer:	Sold straight from the artist or art centre to the buyer. Examples include markets, fairs, shopfronts and events.
Wide distribution:	Making the product available at many different stores and outlets. Examples include multiple retail stores, tourism outlets and online stores.
Curated distribution:	Only sold in limited stores, choosing those that match well with the product, brand and customer, often in specific locations. Examples include galleries, museums, pop-up stores or specialist retail.
Limited outlets:	Selling the product at a few select outlets, possibly under an exclusivity agreement. Examples include Aboriginal and Torres Strait Islander art centres, or partnered retailers.

The right option depends on your goals and the type of product — it’s all about getting it to the right customer in the best way.