Old Singer sewing machines evoke fond memories of an age gone by. While grandmothers remain proud owners of these beautiful, precisely engineered machines, their grandchildren have no interest in sewing. What once used to be a core household activity is of little relevance since the proliferation of readymade garments.
In today’s scenario, Singer Sewing Company is targeting a different segment, a different need state. (Refer exhibits 14.3, 14.4). As opposed to a household chore, sewing is characterized as an art form. The company is portraying sewing as a creative, enjoyable, exciting activity. To inspire people to stitch unique, innovative designs that satisfy their need to express their identity.
The target is young adults, and the aim is to enlist new users. It is a complicated, challenging undertaking as it involves changing mindsets, and training new users. In this context, the Facebook campaigns blend well with Singer’s YouTube platform that supports an extensive array of training videos that teach beginners how to stitch.
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