Folio Society Thrives: Gen Z Embraces Fantasy Editions
2024-09-08 00:00- The Folio Society has shifted its focus from classic literature to popular genres like fantasy and sci-fi since 2016.
- In 2023, the society's bestselling titles included 'Howl’s Moving Castle', 'Dune', and 'Jurassic Park', appealing to a younger demographic.
- The company's success is attributed to high-quality editions and effective engagement on social media, attracting a new generation of readers.
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Insights
The Folio Society, established in 1947, has undergone a significant transformation under the leadership of Joanna Reynolds since 2016. Initially catering to a niche audience of older men with classic literature, the company shifted its focus to include popular genres like fantasy and sci-fi, which have seen a surge in demand. This pivot was largely influenced by the success of titles such as 'Game of Thrones', which revitalized the company's financial standing. In recent years, the Folio Society has recorded impressive sales, particularly in 2023, with bestselling titles including 'Howl’s Moving Castle', 'Dune', and 'Jurassic Park'. The under-25 demographic has emerged as a crucial market, nearly matching the over-65 demographic in size. This shift reflects broader trends in UK publishing, where younger readers are increasingly drawn to genre fiction. The society's editions are characterized by their high-quality craftsmanship, featuring bespoke illustrations and premium materials sourced from small suppliers. Prices range significantly, with some limited editions costing up to £1,000. The appeal of these artisanal books has been amplified through social media platforms like TikTok and Instagram, where their visual aesthetics resonate with younger audiences. As a result of this strategy, the Folio Society has successfully attracted a new generation of readers who appreciate the tactile experience of physical books, even as e-readers dominate the market. The company continues to engage with its audience, responding to requests for new titles, such as Madeline Miller’s 'Circe', further solidifying its place in the contemporary literary landscape.
Contexts
The Folio Society is experiencing a surge in popularity, particularly among Generation Z, who are increasingly drawn to fantasy editions of classic literature. This trend aligns with the recent success of Katherine Rundell's children's fantasy novel 'Impossible Creatures,' which has captivated readers in Britain and garnered comparisons to renowned authors such as Tolkien, Lewis, and Pullman. 'Impossible Creatures' emphasizes action-packed storytelling, appealing to a younger audience's desire for engaging narratives. The book's success reflects a broader resurgence of interest in fantasy literature, particularly among younger readers who seek immersive and imaginative worlds. The Folio Society's focus on high-quality editions of fantasy works resonates with this demographic, as they appreciate the aesthetic and collectible nature of beautifully illustrated books. This trend indicates a growing market for fantasy literature, driven by a new generation of readers eager to explore fantastical realms. As the popularity of fantasy literature continues to rise, the Folio Society is well-positioned to thrive by catering to the tastes and preferences of Gen Z, who are embracing these enchanting stories and the unique formats in which they are presented.
