The next VDTA/SDTA Convention & Show will be in
New Orleans, LA
February 27 - 29, 2012
at the Ernest Morial Convention Center

Sales success through Specialty Threads

What comes first: the sewing machine or the thread? The traditional answer would be thread but things are changing in the sewing world. Today there is a wide array of specialty thread available that is so beautiful it can sell the sewing machine. I am not suggesting that a spool of thread on a shelf will sell machines for you, but if you open up a cone and make some samples, the thread will sing a tune all the way to the register. As a sewing dealer you should learn more about the amazing specialty threads that are available and the techniques for using them. Go ahead, be adventurous and explore the wonderful world of specialty threads.

Merchandising specialty thread will sell more than just the thread and sewing machines. There are products that go with the techniques used for specialty threads such as stabilizers. Just as there are many specialty threads, there are also many specialty stabilizers. Sewing with specialty threads will also help you to sell machine attachments and feet. You can also merchandise other accessories with your specialty thread samples such as jeweling wands, crystals, beads and needles. Invite people for hands on classes teaching simple and easy techniques. You will sell specialty thread and so much more.

A good place to start is to check with your regular supplier to see what types of thread they offer. Many of the suppliers are beginning to offer new and interesting types of thread. Wonderfil Specialty Threads (wonderful.net) is a very good source of interesting types of thread. They offer many unique specialty threads with colorful names such as Razzle, Dazzle, Sizzle, Hologram, Accent, D-Twist, Silco, Mirage and InvisaFil. Their threads range in size from 12wt to 100wt and are available in a large assortment of colors. I suggest the book Stitch Journeys - Your Passport to Sewing with WonderFil Specialty Threads by Debbie Bates and Liz Kettle. Their book is filled with creative ideas and easy to follow instructions that will spark the imagination of your staff and customers. You also need to source your specialty stabilizers and again many supplies are offering many new and interesting types. Floriani Stabilizers from RNK Distributing offers a large selection and introduces new stabilizers regularly. Like sices are to a great cook, thread and stabilizers are to creative sewists. We should offer them as many flavors as possible.

If you can touch the heart of a person with a beautiful item made from specialty thread and their sewing machine you have given them a reason to want to sew. Fill your store with interesting and creative notions and market yourself as a source of inspiration. It will be this haberdashery and knowledgeable service and support that will make your store a success in today’s world of discount selling.

We need to look at thread as a creative tool and not as much a commodity. There is an endless amount of ideas and uses for specialty threads. The best way to learn more about specialty thread is to play with it and be amazed with what can be created. One great way to showcase different types of thread and sewing techniques is to create a sample book. In the book Stitch Journeys (mentioned previously) Debbie and Liz call this a passport to the journey of exploring the stitches. Each page tells the story of a new technique and the result is a of type stitch sketchbook. The photo of the “passport book” is provided with copyright from J. De Fusco of Needle Pulling Thread Magazine.

Most embroidery designs are suitable for 40wt thread but Janome recently introduced Micro Embroidery (Trademark Janome). This is an extremely precise style of embroidery where specialty thread of 60wt is used with a size 9 needle. The Janome MB4 is capable of very fine and highly detailed embroidery with the Micro Embroidery Technique. See the detail in the sample of the Statue of Liberty design. Amazingly small letters of 3mm are clear and easy to read with Janome Micro Embroidery. See the image of the September 11th, 2001 Memorial.

Yarn embroidery is another example of using specialty thread to create new and interesting samples. Embroidery thread is combined with yarn to create 3-dimensional designs. The design of a woman wearing a fur coat was created using the Janome yarn foot and the “Brush Out Embroidery” collection from Stitchitize.

Specialty thread can be used on paper to create greeting cards or scrapbook pages. Offer thread and sewing techniques as an alternative for the scrapbook enthusiast and diversify your consumer market. The image of the scrapbook page is from the Scrapbook Embroidery collection from Janome and Stitchitize.

There are so many advantages to offering specialty threads to your customers. Thread is a relatively low cost item to inventory, especially compared to fabric. Thread also takes much less space in your store and will never go out of style. Thread can be a nice profit center for your store and it will keep your customers coming back to see you for more thread and other supplies. If you do a good job of merchandising specialty thread you will also sell other accessories and you may even encourage your customers to move up to better model of sewing machine with more features. My favorite question for your customer is not what type of machine do they own, but “How many machines do you own?” Specialty thread just may be the tool to sell more sewing machines.

Reprinted from SQE Professional, October 2007