Creative Leisure News - Category Reports

What's new in various product categories; monthly update.

New Sewing Study Released

A definitive benchmark from which to measure growth.

by the Home Sewing Association (July 20, 2005)

The Home Sewing Association has released the first research survey of the industry in recent years, The 2004 Overview of the Sewing Industry. It may be the most comprehensive survey of the sewing industry � ever. The survey has two parts, "A Perspective on Retailers and Manufacturers/Suppliers" and "A Perspective on Consumers."

"We are immensely pleased to be able to offer a comprehensive overview of sewing and non-sewing consumers and the sewing business as a whole," states Joyce Perhac, Executive Director of the HSA. "The better that we are able to understand the industry and consumers at large, the better we will be able to steer our respective businesses in successful directions."

The study was conducted by TNS INFO, a Connecticut based research organization that surveyed more than 2,000 women. More than half considered themselves current sewers; another quarter were "lapsed" sewers, or those who had not sewed in the last five years; and the final quarter were non-sewers, or those who have never sewed.

Key consumer facts.

1. Sewing is a hobby which most sewers learned from family members.

2. Sewing starts early. A third of current sewers first learned to sew before the age of ten; another 50% learned in their pre-teen and teenage years.

3. Current sewers average about 11 sewing sessions per year.

4. Nearly half of non-sewers have been exposed to sewing through friends or family members.

5. Three quarters of current sewers and nearly half of lapsed sewers own a sewing machine.

Business survey.

More than 100 organizations participated in the business portion of the study. Key facts include:

1. A third of retailers have an online presence and have a site where customers can make purchases.

2. Retailers report spending approximately 6% of income on sales and marketing efforts.

3. Sewing machine manufacturers imported approximately 2.5 million machines in 2003.

Owners of home sewing manufacturers/suppliers are significantly more likely to be male while those who own retail shops are significantly more likely to be female.

Both the "Consumer" and "Business" portions of the survey are available for $250 each for non-members and $100 each for HSA members. Visit the HSA's site, www.sewing.org for a survey order form, or call 412-372-5950..

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