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New Sewing Study Released
A definitive benchmark from which to measure
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
Key consumer facts.
1. Sewing is a hobby which most sewers learned from family
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.
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..
(Note: To read previous Category Reports, click on the
titles in the right-hand column.)