In recent years, there has been a clear trend towards single-artist studios. The keywords “open a tattoo studio” and “open a tattoo studio at home” have the same number of Google searches per month. The classic studios from the 2000s (4-6 artists) found it increasingly difficult to attract and retain both artists and customers. However, a trend reversal is now emerging here – the comeback of tattoo studios.
Consumer market
Our industry has long since arrived at the center of society. And since 50% of our customers are still under 25 (see our market studio from 2023), we are subject to exactly the same dynamics (and the same rules!) as many other (fashion) industries. The choice for customers today is almost limitless, which means that demands and expectations are also rising.
And just as in other sectors, the quality of the product is neither the only nor the decisive criterion when choosing a studio.
In almost all sectors, retail has been replaced by large markets and chains. Although small manufacturers and small businesses are hip again, it should not be overlooked that hardly any of them can do without an online store. This development has long since arrived in our sector too.
The big ones grow, the little ones die
We have been observing this trend very clearly among our subscribers for several months now. At the same time, a new generation of tattoo artists is emerging who have no problem with the fact that their art is also fashionable or that they pay taxes on their income. They want a regular life, prepare themselves thoroughly for the business in organizational, tax and legal terms and plan for the long term.
Of course, there will still be studios with hip artists and full calendars. However, as we are now in a fashion market, this model is only sustainable until retirement in very few cases. Every month, we see how this affects formerly popular tattoo artists.
Brand, image, size and glamor
Just as tattoo styles are becoming more and more diverse, so is the clientele. There is Gucchi and C&A and a huge range in between. There is Bang-Bang in New York and there are the first “discount chains” in our industry too.
In order to position and assert yourself in this market, you need an increasingly professional presence with a clear target group focus, a suitable image, corporate design, product & price portfolio, website, Insta/TicToc channels (used daily), print material, all coordinated with each other, of course, and you need a reliable, customer-friendly organization and 24/7 availability (online stores). In short: from the first contact to the 20th tattoo/piercing, the customer must have the feeling of being in exactly the right place every time – around the clock.
This can no longer be achieved alone.
Invest now
The trend towards larger studios and chains will accelerate as it has a pull effect: The more professional the studios become, the more demanding the clientele, the more difficult it is for the smaller ones. So now is the right time to invest (or look for an alternative).
The case studio of our own studio shows that this is also possible with a manageable budget (see Infoletter, click on “ITL”).
Service barely viable without online
When we ask our customers after a consultation or an appointment in the studio whether they would prefer to book their (follow-up) appointment now or at home, almost all of them now say: “Oh, I’d rather book it at home, thanks.”. And if you’re honest, you feel the same way yourself.
And it doesn’t stop at simply booking appointments: vouchers, jewelry, care products, rescheduling appointments, making down payments, health education, anamnesis, … The potential of online services in our industry is far from exhausted.
AI where it makes sense
Yes, this is a hot topic in the industry. Nobody wants an AI to replace the creative work of an artist. However, no artist would object if an AI could support them in their daily “office work”:
- “Where should the tattoo go and how big should it be?”
- “Have you ever had a nipple piercing? It may be possible to expand them.”
- “Do you already have tattoos/piercings and have you had problems healing them in the past?”
- “Are you on medication or do you have allergies?”
- “We still need your deposit. Please transfer it by …, otherwise we will have to cancel the appointment”.
- “We offered you an appointment for …. Please let us know by … whether you can accept it, otherwise we will have to release the appointment again.”
- “Unfortunately, we have to postpone your appointment because our artist … has fallen ill. We sincerely apologize for the inconvenience. However, you can easily book an alternative date online here: …”
- …
And the whole thing in 4 different languages, please.
AI will inevitably find its way into our industry, the advantages are simply too great. In our article “The studio manager between the fronts”, we had already pointed out the dilemma of double competition and automation with simultaneous additional service for customers and artists is the only really promising way forward here.
We would be delighted to be able to support you in this way. 😉
Yours