The Singer Brand Singer holds a unique place in the sewing industry-past,
present and future. The brand has over 150 years of history, is sold in over 190 countries worldwide. Singer is the inventor of the category. Consumers have a very positive attitude towards Singer. Worldwide, Singer is the leading name brand for sewing consumers today. Its unaided Brand awareness ranges at over 80%, aided awareness is over 90%.
Machines Today As with many product categories, sewing machines have a tendency to look very similar: Choices have become driven by elements that are not the most important to the consumer: Stitch counts have been marketed as a key differentiating feature.
In reality most sewers admit to using a very few all the time, and stitches
only ranked 7 out of ten most important features to the sewer.
The most important items for consumers are: The right Feature Set; The Brand; Price and value
What Consumers Want? By far, the largest consumer segment is the Young Learners; they are the biggest opportunity. Mechanical machines are right for them because: They offer the right feature set for them; Singer is the Brand they trust; These machines offer the right value for a price they can easily afford
The Young Learner told us she wants: Ease of Use Through simple features I can understand; Reliability; To make fewer mistakes; Innovation That will make my task easier
The Features That will enable my creativity Singer is the ideal brand, recalling the past they have known and loved, and fit for the present world they live in today.
Inspiration: A consumer-centric machine? Consumers want dials that are clearly marked, easy to grip, and effortless to operate. Consumers liked our design and said it looked clean, easy to understand and use.
Error-free Threading, Fast, Easy, No Errors, Sure Fit Bobbin, Top-loading: Easy to access, See-thru cover: You can see when it is running out One-fit load, impossible to load incorrectly. Over 70% of our panelists found these features important.
Stay Bright LED
A modern convenience that addresses the second-most asked for feature by consumers-- lighting that won’t burn out.
One-Step Button Holer, Convenience of a tailor-fit buttonhole, Easy, seamless operation, One of the top three features most desired by sewers
The best of old and new can be perfect formula for a brand with heritage that is updated for today.
The Inspiration profile recalls the softer, more feminine lines distinctly remembered in the original Singer machines.
It’s been updated with a contemporary look and feel.
This design was preferred over conventional designs 2:1 by young learners and proficient sewers.