Tattoo industry in Marketing Essay
Tattoo industry in MarketingIntroductionA tattoo is a mark made on the skin by inserting pigment into the skin for the purpose of decoration or other purposes. In human being the tattoo is usually made for decorative purposes while in animals is commonly used for identification reasons or branding. Tattooing was first practiced by the indigenous people of Japan and New Zealand and currently it is practiced worldwide and it is continuing to be popular despite some taboos surrounding this art.Tattoos have been experiencing resurgence in popularity in many parts of the world especially in Europe and Japan. The development in tattoo culture has experienced an influx of fresh artist into this industry, most of them have trained in technical and fine art. Following this training together with improvement in tattoo pigments and improvement of the equipment being used for tattooing, it has resulted in improvement in the quality of tattoos being produced.
According to history a drop in traditional tribal tattooing in Europe was experienced due the spread of Christianity. The decline also was experienced as a result of European efforts to change aboriginal and indigenous communities to western religion that considered tattooing as pagan activity.In some traditional cultures, tattooing was done within the context of a rite of passage from childhood to adulthood. A research conducted in the year 2003 indicated that about twenty percent of all adults in US have at least a tattoo on their bodies. Thirty percent of this were gays and lesbians. According to regions, communities living in the west were more likely to be having tattoos.
More democrats than republicans were found to be having tattoos but there was equal number of males and females found to have tattoos.In US many criminal gangs and prisoners use some particular tattoos to indicate some facts about their criminality and their organizational affiliation. On the other hand, the US army have got a well established tattooing history to indicate military units. This is also common among the British military.When George Mallory was asked why he wanted to climb Everest he answered, “because it is there.
” This is a good reason also for the desire to have tattoo. After all, when you are a fabulous starlet who has festooned herself with everything from Manolos to maquillage, the skin is still there. It is a tormenting blank canvas, and where tattoos were once the sign of street robbers and ne’er-do- wells, today they are the level of glamour.The current issue of Vogue has some celebration in them. Two in every three Americans are reported to have them, and also one in every four Brits. On the celebrity front, well, you name it: Sienna Miller completes her luxe-lay about look with a cluster of stars on her silken shoulder; Peaches Geldof has a bow on her neck, in keeping with her tantrum-in-the-nursery style; Kate Moss has two swallows diving into her buttock crack; even Samantha Cameron has a dolphin on her ankle.There is a next step for celebrities who have immersed themselves totally in their own, sometimes bonkers, world. They use tattoos as an expansion not just for their own technique but for their culture.
So the body becomes an inspiration of their beliefs. Football fans have long embraced this culture, but they are now having stylish company. Angelina Jolie, sometime UN goodwill ambassador, has a tattoo below the nape of her neck. Miller also has a bluebird, the subject both of a poem she loves by Charles Bukowski — the drunken author who put the beat into deadbeat — and a drawing by Edie Sedgwick, whom she played in Factory Girl.The past status of tattoo industry:Tattoo industry has been one of the most marketable industries in the past. Tattooing was practiced in the past by many communities to symbolize particular issues while other communities were practicing it just for the purpose of decoration.
We are going to have a look at tribal tattooing as one of the example of tattooing industry. Tribal Tattoos have just recently emerged from the unpleasant reputation of their recent past. In fact this industry has gained increasing reputation in the past decade and that is why we can say that the tattoo industry is definitely a very marketable business.In fact several tribes still continue with their traditions of tribal tattoo art.
In some of the tribes this practice has remained uninterrupted for many the past centuries. Within some of the tribes the young generation of these tribes is revitalizing the practice of the ancient tribal tattoos.However there are some risks implicated in trying to get embossed with the tribal tattoos for these people of the tribes. Some of the people who have a tribal tradition but no clear relationship with their ancestors’ tribe are often wrong about their ancestors’ tribal relationships.And in addition to the fact that tattoo is a permanent imprint. There are instances when the tattoos can be removed later, but the process of removing them is just too expensive. Furthermore sometimes they may find that the removal is so difficult that they unable to remove the tattoos completely and a person might be left with an incomplete tattoo or a permanent scar on the body. So you should plan your tribal tattoo cautiously.
Tribal tattoos were formerly used as a form of permanent tribal identification. Therefore putting on the wrong tattoo will endanger your chances of being one of the tribe and might just permanently identify you as a foreigner. Therefore if you are not very sure of the origin, then it is advisable that you avoid the tattoo completely to ensure your safety, but if you are sure then proceed and tattoo away. Because there is no better way to gain complete acceptance into a tribe, than to sport their original tribal tattoo, (Sakina K 2003)The current statusThe Tattoo industry is completely on fire! There are an estimated 15,000 tattoo parlors operating in the US. (World Report, Nov. 1998). The article ranked tattoo industry as the fourth-fast growing retail business enterprise of the 1990s, right behind the Internet, paging services, and cellular phone service.According to the research conducted by American Society of Dermatological Surgery in 2005, fifty five percent of the millions of Americans who get a Tattoo in the end want it removed.
For example Life Magazine projected in 1996 that about million Americans, or around six percent of the population had at least one Tattoo. A poll held in the 2004 almost triples that number (Harris 2003), estimating that approximately twenty percent of Americans have now removed their tattoos.In the month of May of the year 2001 the National Geographic News stated that approximately twenty percent of American people were tattooed, this is about forty two million Americans. Esquire Magazine estimated in August 2002 that one in every seven Americans has at least one tattoo.Lycos, the popular Internet search engine, ranks Tattoo and Tattoos in its Top 50 search terms every single week; in fact, it is one of only seven search terms to never fall out of its top fifty search terms.
A 2003 Harris Poll estimates that forty percent of those aged 25-30 have one or more Tattoos on their bodies.We have seen that most people who have tattoos usually want them removed after sometime. This means the best venture in tattoo industry should be on tattoo removal.Tattoo removal businessThe attractiveness of owning only a Tattoo Removal franchise is that you are not trying to be everything to all people. For instance, owning and running a full service medical spas costs up to $600,000 and such spas are factually popping up all over. The overhead is enormous. You can easily spend over $40,000 a month just to pay the bills on a full service medical spa with commendable local competition.By owning and operating a Tattoo Removal franchise, you are entering a niche, low overhead industry, and can stand separately from the others as a professional in tattoo removal.
Everybody feels more at ease with the professional as compared to a location that offers twenty different services. In addition to the period of experience in the laser industry you are promoting professionals. Through experience of owning a successful business it has been found that the key to success is not just to be all things all people but to be the expert in whatever you choose to do.Let us say you want your own Tattoo to be removed. Let us also say you received some advertisements from a variety of mailers. Quite a lot of then are from medical spas also offering tanning, laser hair removal, Botox, massage and facials.
Only one of them is from “Just Tattoo Removal.” Just by looking at the name, you realize that Tattoo removal is what is done there all day, every day. The advertisement further states, “Tattoo removal is our focus and our specialty” Whom will you guess to have more knowledge, and will give you a more valuable treatment? Whom will you decide? The one that does one Tattoo removal a month or the one that does 20 Tattoo removals everyday? The consumer demands proficiency and is prepared to pay for it.
By owning a Just Tattoo Removal franchise, you have an exclusive opportunity to be at the in front of an expanding industry with the first nationwide Tattoo removal franchise targeting this niche.StatisticsA research conducted online in the year 2003 indicated that twenty percent of all adults in US are tattooed while in those between twenty five to thirty years of age they are forty percent. Those with tattoos between the age of thirty and forty years are thirty percent of their total population. There were equal number of males and females who have tattoos according to that research.
(Mac K 2006)The younger the person is, the more widespread tattoos are. In the U.S.
, almost half of the people aged between twenty to thirty years have a tattoo, compared to less than ten percent of those with over fifty years of age.The results for the research were as follows.ItalyGreat BritainUnited StatesTotal20%12%17%Age20 to 2922%16%50%30 to 3936%20%29%40 to 4913%4%15%50 to 599%2%11%60+11%8%8%Male16%9%17%Female23%15%16%The survey was conducted online within the United States between in 2003 among a countrywide cross section of 2,300 adults. Figures for age, sex, race, education, region and income were weighted where necessary to bring them into line with their genuine scope in the population. Weighting was also used to adjust for people’s propensity to be online.In theory, with probability samples of this size, we can say that with ninety five percent confidence that the results have a statistical accuracy of plus or minus one percentage points of what they would be if the whole adult population had been included in this poll with comprehensive precision. Regrettably there are several other most likely sources of errors in all polls or surveys that are perhaps more serious than speculative calculations of sampling error. They include refusals to be interviewed, question wording and order, and weighting.
It is not possible to count the errors that may result from these factors. This online survey is not a probability sample.In fact, it is estimated that half of all 18-to-29-year-old people has at least one tattoo. And the main complaint among them, according to the food and drug management, is disappointment. There has been an immense increase across the board in people looking for tattoo removal. This according Ross Antwerp a physician who does the removal of tattoos at the Laser Center of Maryland. But among the people seeking tattoo removal there are more women than men.
Candela’s AlexLAZR Provides answer to Increased Demand for Tattoo Removal.Almost thirty five million Americans sport tattoos and almost half end up regretting it. As a result, laser procedures for removing tattoo are becoming one of the fastest growing areas of the dermatology industry.
About twenty percent of laser procedures carried out over the past two years were removal of tattoo.Regulations:It is always significant to know the past of the artist so that you will know what your tattoo will look like Portfolios are normally placed at the front desk for customers to view.Not only is it important to know the tattoo artist, but also it’s important to know if the location is clean. According to the health department, equipment used to tattoo an individual must be sanitary and sterile, and workers must wear gloves in order to tattoo. Customers should watch the tattoo artist take the needle out of the package before use. This is a directive according to the health department. Inspections should be made every two years to see the establishment in a good sterile environmentIn order for one to receive a tattoo; he or she must sign a consent form and show a picture ID.
You must be above the age of 18, unless with a legal guardian with proper recommendation. If under the influence of alcohol or drugs, you are forbidden from receiving a tattoo.With tattoos being a part of majority, it is not the tough guy getting them. It has now been passed down to adults of any age, professionals and adolescents.ConclusionEmerging from their often unsavory reputation of the recent past, tattoos have gained a rising popularity in the past decade. Some magazines estimated that in 1936 that roughly six percent of the US population had at tattooed. A Harris Poll, carried out in 2003, almost triples those numbers and estimates that 16% of US population currently has tattoos.
Do not make a mistake concerning tattoo industry, it is a hot property. There are approximately 20,000 parlors in service in the United States, according to a U.S. News & World Report article, which stated that, on the average, an enterprise is being added in the country everyday. The article ranked tattooing as the fifth fastest growing retail undertaking of the 1990s, exactly behind Internet, paging services, and cellular phone services.
Among Americans having tattoos, 34% said having a tattoo has made them feel sexier. Funnily, more females feel this way than malesIn addition, those having tattoos said that having a tattoo has made them feel more disobedient while others responded that a tattoo makes them feel more attractive. But tattoos actually has no effect to your intelligence or your figure, as few Americans reported that tattoos make them feel more bright, more healthy, or more muscular. Most of the Americans with tattoos do not regret having them, the research found that regret for getting a tattoo was high among tattooed Republicans and among those reside in the South.Table 1Who has tattoos?”How many tattoos do you have?”(People saying “one or more”)Base: All AdultsAll Adults 16%RegionEast 14%Midwest 14%South 15%West 20%Age18 – 24 13%25 – 29 36%30 – 39 28%40 – 49 14%50 – 64 10%65 + 7%SexMale 16%Female 15%EthnicityWhite 16%Black 14%Hispanic 18%Party I.
D.Republican 14%Democratic 18%Independent 12%Gay, Lesbian, Bisexual 31%Table 2Regret having a tattoo”Do you regret getting a tattoo?”Base: Currently Have a TattooYes 17%No 83%Table 3Why regret having a tattoo?”Why do you regret getting a tattoo?”Base: Yes, Regret Getting a Tattoo %Because of the person’s name in the tattoo 16Don’t like the way it looks 12Faded/unclear over time 11It was stupid 11It is visible even when I don’t want it to be 8It was a rash decision 3Got an infection/disease 2I’m a different person now 2Effects my job/getting a job 2References:Michael A. (2003), the Sociogenesis of a Body Art. Toronto: Toronto University PressMargo, D. (2000), A Cultural History of the Modern Tattoo Community. Durham: Duke University Press. Gordon, J.
(1976), A Study of Tattooing Among Female Inmates, New York: State University of New York at Albany.Groning, K. (1997), A World Survey of Body Art.
London: Hudson Press.Hall, D.(1997), Prison Tattoos. New York: St. Martin’s Griffin Press.Hewitt, K.
(1997), Mutilating the Body. Bowling Green: Bowling Green State University Press.Mifflin, M.
(1998), A Secret History of Women and Tattoo. New York: Juno Books Press.Polhemus, T & Randal H. (1996), The Customized Body. London: Serpent Tail Press.Sanders, R.
(1988), Customizing the Body: The culture and art of Tattooing. Philadelphia: Temple University Press.Schiffmacher, H & Burkhard R.
(1996) One Thousand Tattoos. Köln: Taschen Press.Scutt, R.& Christopher G (1974), The Mystery of Tattooing.
New York: Cornwall Press.