Industry Products

The new SINGER INSPIRATION™ sewing machines set to generate incremental sales

World’s most user-friendly machines capitalize on global resurgence in sewing

SINGER®, a world leader in the sewing machine and accessories industry, has announced the worldwide introduction of its new SINGER INSPIRATION™ line of sewing machines. Singer enlisted thousands of beginning sewers around the globe to help create the state-of-the-art, easy-to-use, affordable, and sleek machines that will excite the learner and simplify sewing. New sewers will now be able to purchase the world’s most user-friendly machine from major retail chains and independently owned sewing machine dealers throughout the world.

“The SINGER INSPIRATION line creates a significant opportunity for sewing machine dealers to dramatically increase sales by capitalizing on the recent international resurgence in the craft of sewing,” said Don Fletcher, CEO of SVP Worldwide, Singer’s parent company. “All Singer suppliers -- from the large national sewing machine retailers to the smaller independently owned domestic and international dealers -- will benefit from carrying the SINGER INSPIRATION line and its after-market products.”

Singer’s worldwide focus group research revealed many of the advanced sewing machines in the marketplace are intimidating to beginning sewers. New users simply want to know how to operate the machine and how to get started.

The SINGER INSPIRATION sewing machines eliminate the usual challenges beginning sewers encounter when using a sewing machine, including threading the needle, threading the bobbin, and not having enough light. To address these traditional challenges, Singer has developed and incorporated the NoError Threading™ process, a SureFit Bobbin™ system, and the StayBright LED™ lighting system into every SINGER INSPIRATION machine. Because these and other technological advancements by Singer make sewing easier for the beginner, “Simply the Easiest” is the tagline for the global launch campaign.

“The SINGER INSPIRATION line was created from the most extensive consumer research ever conducted by Singer,” said Brad Hunsaker, Global Vice President of Sales and Marketing for SVP Worldwide. “Our New York City based research firm uncovered what young learners are looking for in a new machine. In response, Singer has developed the world’s most user-friendly machine for this expanding group of beginning sewers. The result is the SINGER INSPIRATION brand, a new line that will bring extensive incremental income to the retail sewing machine industry.”

Singer’s integration of expansive market research has produced a machine reminiscent of the softer more feminine lines, distinctly part of the original SINGER machines. While an overall white machine was still the most popular choice among research participants, interest was shown in the use of color, which has been distinctly, yet delicately, used as accents. In addition, machine functions are clearly marked with both words and universally understood icons and the traditional Singer “Cameo” has been given an updated design to reflect the contemporary style of the SINGER INSPIRATION line.

The SINGER INSPIRATION sewing machines can be viewed at www.Singer.com or consumers can visit their local Singer retailer to try the new machines.

Founded in 1851, Singer is one of the world’s leading sellers of consumer and artisan sewing machines. To date, Singer maintains a strong international presence, with manufacturing facilities in Brazil and China, 10 overseas marketing operations and a network of third-party distributors selling product in more than 190 countries. The company has a long history of innovation in the sewing machine industry, having produced, among other breakthroughs, the world’s first portable machine in 1921 and its first computer-controlled machine in 1978.

Reprinted from SQE Professional, April 2007