Giclees will broaden your product line, give your work more price points, introduce your work to new customers, and more.
They said pret-a-porter will kill your name, and it saved me. – Pierre Cardin
If it were possible to protect the termgiclee, more fine artists might use it.
In France, the termhaute coutureis a protected term. To earn the right to call itself a couture house and to use the termhaute couturein its advertising and any other way, members of theChambre syndicale de la haute couturemust follow explicit rules.
When it comes to what to do about the abuse of the term giclee, the adage “Don’t bother closing the barn door after the cow is gone.” applies to how giclee is used.
If you will pardon the pun, it’s spilt milk, so let’s not debate the issue. I find more artists and top drawer printers have stopped using the term, but it is difficult since it’s use has passed in the lexicon of the average art buyer.
I suppose some artists will find the suggestion of comparing giclee prints to pret-a-porter offensive, which is okay. If you are not ruffling someone’s feathers with an opinion, you are not adding any thing interesting to the conversation. Besides, its just as likely the comparison will provide a new, positive perspective on using reproductions. Your choice.
The comparison to me is valid. Haute couture is about one-of-a-kind orginal garments made with creativity and to the highest standards. Certainly, all self-respecting artists commit to such standards when they create their original works.
If nearly all the world’s top fashion designers also create ready-to-wear [pret-a-porter] work for the masses who cannot afford original designs made and hand-tailored specifically for them, it seems visual artists should be just as confident in using fine art digital reproductions to help them reach collectors who do not have the budget for their originals.
Making giclees prints of your work is not a cure for original art that is not selling. However, if you find your work sells when seen by enough of the right buyers, then you are a great candidate to start adding giclee prints into the mix of what you offer to buyers.
Besides being able to offer sizes your buyer wants, and make unlimited copies (assuming you do not go down the road of limited editions), you also open the possibility of your work being picked up in the licensing, hospitality, design and healthcare markets. There are numerous examples of artist enterpreneurs who have become wealthy and well known through their involvement in these markets.
I am not suggesting that adding to giclees to what you sell will save your business as pret-a-porter did for Pierre Cardin. It might not need saving. Giclee prints will broaden your product line, give your work more price points, introduce your work to new customers, and more.