Makers fine-tune targeting for line extensions

Drug Store News, Feb 19, 1990

Makers fine-tune targeting for line extensions

For 1990, the key word in greeting cards will be specificity.

Local tailoring of assortments will be a major thrust in the 1990s, as Hallmark-Ambassador, American Greetings and Gibson already have programs in development or under way for the mass retail classes.

Drug store retailers will be seeing more card lines that address specific consumer markets and more lines that cater to specific consumer needs this year. And they'll be getting more individualized help from card manufacturers in tailoring their card department mix for specific market and even specific neighborhood needs.

The three major greeting card manufacturers spend prodigious amounts of time and money taking the pulse of American consumers. Among the trends they see and ways those trends will be translated into new products: * With Americans' increased mobility and more and more women working, people, hampered either by distance or lack of time, find it more difficult to maintain relationship. Thus, non-occasion cards addressing relationships will be a major focus. Some lines introduced last year--such as Hallmark's "To Kids With Love" and American Greetings' "Couples"--reflect this trend, and there will be more in the '90s.

Hallmark, for example, recently introduced a 520-card anyday line for adults called "Just How I Feel," which addresses, in conversational prose, a wide range of expressions, ranging from support for people facing difficulties like job loss ("You'll find the right job") or drug- or alcohol-related problems ("I know you're breaking a tough habit") to simple appreciation ("I'm glad we're family [or friends]").

"The line is very extensive in order to reach a wide variety of specific consumer needs," said Barbara Miller, a Hallmark product spokeswoman. "We're trying to get people thinking differently about cards--more as a way to communicate."

And Gibson just launched "Forever Young," an alternative card line that targets the mature market with "messages they [mature consumers] can relate to," said Greg Iona, Gibson's vp-marketing. Gibson is also coming out with a Neat Stuff extension, a 200-title line of non-occasion alternative cards geared toward family relationships.

American Greetings is focusing on traditional values with the May launch of a sequel to Holly Hobbie, a line first introduced in the '60s. The adult line, themed "Holly Hobbie, from Her Heart to Your Heart," has woman-to-woman messages stressing friendship, non-romantic love and family values. There will also be a line of juvenile Holly Hobbie products for girls age 7-12. * There will be better segmentation in card marketing. Manufacturers will be increasing their efforts to research local demographics and work more closely with retailers in tailoring assortments to specific market and local needs.

"The technology, and therefore the information, is there already," said Douglas Vicchiarelli, American Greetings' product manager of alternative cards. "Now we'll apply that information to develop product specific to those markets." * Other niches manufacturers will be looking to target are the nondemoninational religious and inspirational market and various ethnic markets. AG, for example, plans to introduce a Jewish assortment, "L'Chaim. . . to Life," this spring. Gibson, which lays claim to the largest Spanish card offering in the industry, will be introducing the first Hispanic giftwrap line this June incorporating Spanish words in the designs.

In the inspirational vein, Gibson recently kicked off a theme event, which, Iona explains, is a "special 25-year celebration with Helen Steiner Rice, the leading inspirational writer in the greeting card industry." The line will include cards, gifts and giftwrap.