Various press reports over the course of the last couple of weeks cite a study prepared by a dealer organization to the effect that the traditional gallery model no longer works. Well, gee- come to the party. Traversing any art and antiques venue anywhere in the world and counting the ‘For Lease’ signs would probably function to give a body a strong suspicion that something is amiss.
But, then, visit any shopping street and count the vacancies. To deny a substantial linkage with three years of a weak global economy would be idiocy, but to completely lay the blame there would be at the least myopic. As with the business in fine art and antiques, the nature of retail marketing has changed profoundly, and while the state of the economy might subordinate the effect of this, it is, to my mind, such a profound and growing phenomenon that one would ignore it at one’s peril (read ‘get ready to put out the “For Lease” sign’).
Certainly anything available in multiples has the opportunity to be sold on the internet. When Macy’s offers free shipping for internet purchases, why then get in the car, struggle to park, and brave the crowds? But for those of us who sell one-off luxury items- antiques and artwork, where the collector will perforce require a personal examination of any item before making the decision to buy- there wouldn’t be any basis to compare internet activity. Or so one would think, but I must say, our internet sales now make up a significant portion of the activity of Chappell & McCullar.
That said, the bricks and mortar of our gallery space have not yet achieved an internet wrought obsolescence. What we’ve found is that for the majority of our collector clients, the initial sale is typically accomplished following the first visit to our gallery. Let me back up a bit further- the initial visit is almost invariably preceded by a visit to our website, which visit then impels the client to darken our door. Following the actual, and once the client determines that he likes what he sees, and that it accords with the online virtual, and makes that manifest by buying something from us, very, very often, subsequent purchases are made from our website. Certainly, site placement on the search engines and design and ease of use of the website are of increased importance, but for us, anyway, the maintenance of the gallery remains a critical and very central component. The net effect of this, though, is that our gallery footfall is slightly less than it was, but the percentage of those visitors who make a purchase is commensurately higher.
‘Not yet achieved an obsolescence…’, but, frankly, it is ineluctably moving that way with a small and growing number of buyers never crossing our threshold at all. We now have buyers all over the world with whom we negotiate electronically who find that it is cheaper and easier to provide us an earnest money deposit, and pay for shipping of an item that they are then able to examine on site at their leisure than it is to travel and shop. Well, of course- but this also put Chappell & McCullar on its mettle to develop a protocol to accommodate this kind of commerce. Times being the way they are, though, accommodating a new type of client is what I’d term a happy problem.