Singer, between tradition and innovations the brand illustrates its principle of “know-how”

Singer, celebrates his 170th birthday and doesn’t take a wrinkle. It must be said that over time, the brand has always been able to offer adequate solutions in the sewing market. Indeed, the first domestic machine was created thanks to the brand in 1851. Moreover, it is this dimension of innovation that has made Singer a reference brand all over the world. To date, thanks to the quality and longevity of the machines, Singer has entered the common vocabulary to designate the sewing machine.

On the other hand, new societal trends have influenced the world of couture. In this sense, although sewing is an ancient know-how, Singer does not skimp on innovation to adapt to the challenges of the marcgé. The brand reflects all its dynamism in its new models, always more intuitive and easy to use. Point by point, the Singer brand is a straight-running brand and it doesn’t seem to stop.

Singer, the requirement of know-how and quality at the service of its customers

If everyone knows the Singer brand without being an ace of sewing, it is thanks to the values of the brand. Indeed, Singersewing machines, have been a reflection of quality appliances for 170 years. Singer has become a generic brand as well as a reference in the collective spirit. However, after 170 years on the market, it was necessary to innovate to meet the different needs of consumers.

Innovation has been at the heart of the brand’s development strategy since its inception. Every year, the brand takes up the challenge with dynamism. It was the first brand to launch the domestic machine, the free arm or even the programmable electronic machine. Indeed, the Singer brand offers several times a year new models of sewing machine. This year, it’s the Supera F687C that offers a renaissance to the supera 5523 brand’s bestseller in an electronic version. Moreover, the Supera F687C, affords the luxury of being used by the couturiers of the show Cousu Main” hosted by Christina Cordula on M6.

On the other hand, if Singer sewing machines have won the hearts of consumers, it is also for the ancillary services that the brand offers. Indeed, buying a sewing machine is a certain investment. Therefore, it is desirable to have a consulting service during the life of the device. It must be said that even if the new versions of sewing machines are simplified, the mechanisms remain complex and require expert advice in case of problems. With Singer,consumers have this guarantee.

The brand puts proximity at the centre of its concerns. This will is illustrated by more than 200 stores and corners in the territory. In Bordeaux, there is a Singer store in Mérignac but also Corners or Points Relais. These different places allow to advise and accompany the customers of the brand while offering the repair of the devices. In addition, the brand also offers training services in sewing techniques through specific workshops. In this sense, the brand offers comprehensive services. The latter make customers join a kind of large sewing family.

Singer old sewing machine
Singer machines have come a long way in 170 years. Photograph: Singer

Sewing, a changing activity

The Singer brand has also adapted over the years to the changes in society. At the beginning of the 20th century, machines made clothes. However, they quickly exploited other sectors with the manufacture of other products. The brand has been brought according to different world events to make parachutes for example. Lately, with the COVID-19 crisis, it has become one of the main players in the manufacture of masks. The latter also donated the machine during the first containment in March 2020.

Beyond that, the world of sewing is seeing a new trend. This is up-cycling. This trend is not new. However, it was also brought to the fore by the impact of COVID-19. Indeed, sewing has already benefited for several years from a craze with the development of handmade and creative leisure. Today, with the various confinements and the introduction of telework, the French spend more time in their homes. According to a study conducted by Harris Interactive a third of French people say they have carried out creative leisure activities during confinement.

With up-cycling, Singer advocates zero waste values closely related to environmental issues. Thus, following the words of Antoine Lavoisier “nothing is lost, nothing is created, everything is transformed”. The health crisis has also strengthened environmental issues, especially among young people. They are becoming aware of the protection of the environment. They are best able to act to move the codes of a society that lacks benchmarks. As a result, more and more people are going to sew out of a desire to save money. At the same time, they want to stand out with unique creations that are rich in meaning.

Thus, Singer takes these changes into account on a constant basis. It is constantly adapting to offer products that meet the requirements of the. For 170 years, the brand has come a long way in promoting quality and innovation, it has accompanied the company to embroider its contours.

Sources:

“SINGER, 170 years of know-how to create envy. Singer, manufacturer of sewing machine since 1851, celebrates its 170th anniversary with as much desire to create.” Singer, March 30, 2021 press release


“THEFRANKFURT, THE DIY AND THE DIY DURING THE CONFINEMENT”Harris Interactive, survey conducted for Mano Mano on March 26, 2020

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