Exhibit 20.3 Singer using brand ambassadors to woo young adults.
Exhibit 20.4 Sewing portrayed as a creative and enjoyable art form —
a way to express one’s individuality.
Old Singer sewing machines evoke fond memories of a
bygone era when sewing was a core household activity. While many grandmothers still own these
beautifully crafted machines, their grandchildren have shown little interest in sewing, and the
proliferation of readymade garments has made it a less relevant activity.
In today’s world, Singer Sewing Company is targeting a different segment with a
different need state. (Refer to exhibits 20.3, 20.4). Sewing is now being portrayed
as an art form that is creative, enjoyable, and exciting. The company is encouraging people to stitch
unique and innovative designs that express their individuality.
The target is young adults, and the aim is to enlist new users. It is a
complicated and challenging undertaking as it involves changing mindsets and training new users.
To achieve this, Singer is using Facebook and YouTube campaigns as well as a wide selection of
training videos for beginners to learn how to stitch.
Singer also uses brand ambassadors to build its brand by leveraging the reach and
influence of these individuals to promote its products and create a sense of community among its
followers. These ambassadors are typically individuals, such as
Olivia Mears of Avant Geek,
refer Exhibit 20.3, who are passionate about sewing and have a significant following on
social media. They share their experiences using Singer’s products with their followers,
demonstrating the quality and versatility of the brand’s sewing machines.
The company is adapting to the changing times by using innovative marketing
strategies to promote sewing as a creative and fulfilling activity that can be enjoyed by everyone.