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Singer Atelier
Sewing is big again in Belgium. It is part of a larger “maker culture” that seems to be popular with younger generations that long for authenticity and tangibility. Unlike some of us, very few of the younger generations ever had any formal sewing classes and soon discover that it is quite difficult. In many cases, the newly purchased sewing machine ends up retiring to the closet.
THE BUSINESS GOAL
As the market leader, Singer Belgium wanted to support the sewing trend and continue to inspire people, so they would remain enthusiastic about sewing. This would not only strengthen their market-leading position, but also create interest in their high-end and specialty machines.
