Textile customization … Why not start with the beginning? This evocation of the past where we remember those embroidered pillows that our grandmothers customized with love. From the cuddly little kitten, to floral bouquets that projected us in « kitsch », but with their personal desire for sweetness.
UnSigne wondered what is becoming this practice of embroidery set-up in the hands of contemporary creative ? What are the innovations of embroidery machines ? As many points to be discovered through an investigation in the market of embroidery …
There is an emotional assembly in these sewing threads who recalls the most noble embellishment techniques. Those found on the shoulders princess or in the hands of famous “brodeuse”. From this historical birthplace, it might be interesting to look at the future of this method of customization updated by manufacturers who observe the new codes of our generation that lives textiles as a means of communication, and who appropriates its accessories as a flag of his identity.
First, make a watch next to the prestigious brand Singer, to review secret of sewing machines which caused a revolution to the 1850s in the field of sewing, and remind the teachings of the development of these legendary machines that would established a 3-time product launches marketing model totally “avant-gardist”:
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Technical innovation: With the invention of Isaac Singer who replaced the rotary motion of the needle by movement back and forth in a straight line. Patent perfectly complemented by a study of its market to be able to synthesize the best technical innovations of his profession (and of its competitors), in order to design a product which will be able to focus all the attention of the market. For marketing specialists, a form of benchmarking prior to the time (we are in 1851 …)
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Marketing talent: with a very special care given to the visual design (decorations, finishes) and to the sound of machines (ah the soft clicking of the Singer…). Aesthetic quality supported by « print » advertising in the newspapers that appealed to the best illustrators of the time and which are still doing the delight of collectors. Advertising supported by the best opinion leaders at the time, the pastors, who were ready to pray « the benefits of the sewing machine for the household » in exchange of receiving a machine at half price …
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Financial creativity: because as soon as 1856 Singer invented the system of leasing, which enabled to acquire a sewing machine without obligation to up-front and milestone payments. Financial solution that gave the opportunity for many textile workers to establish their independent company.
- Conception fichier broderie par CAO
At a time when most of the garment production takes place in homes, the method proves effective as in 1870 it sells 130,000 machines a year … Success that enabled the recognition of women’s work on which the textile industry will build its development in the nineteenth century and still alive and well in regards of the number of tutorials available now on-line…
In this context of strong market potential for integration of technological innovation and creative independence, and under this model established by the reference brand Singer, what are the challenges for manufacturers of sewing machines today?:
Release the creativity of users by providing them with simple and user-friendly tools, while seeking productivity for those who would like to make rounds to create their own business.
• Mechanics: focus on the automation of manual tasks with an electronic support for the threading, change coils and filling cans stages.
• Ergonomic: now LCD touch screens guide the user in the settings of the machine
• Electronic Monitoring: embroiderers’ are now familiar with computing. Therefore it sounds obvious to bring them the opportunity to design the composition embroideries with the help of software’s converting drawings or pictures with their usual CAD software.
• Communication: sewing machines today are communicating. Via USB, it is possible to load files from a computer to the memory of the machine. At this stage, a sewing machine can be seen as a printer where ink became string…
• Help to design: The memory of the machines includes basic designs and types. In case of lack of creativity, or time, hundreds of patterns are available in library of files available for sale on web portals likemyembroideries.com, or sites of freelance designers who make the sale of their jobs on their site (eg sewdragondesigns.com for example).
First Finding: :the designs of the sewing machines simplified manual tasks, and their open communication mode with conventional graphics software, lead embroidery machine into graphic designers’ world.
From capital budget side, the online shopcoudretbroder.com includes the offers of the major manufacturers like Bernina, Elna, Pfaff, Janome (which offers a collaborative approach to his job by making available on its website tips patterns for achieving specific embroidery), or the line of Brother machines ( yes the printer manufacturer …). Depending on the speed, the size of the frame and their speeds (from 700 to 1000 points / min), prices for embroidery machines of last generation extends over a range of 1200$ for a machine with a 180 x 130 mm to 2000$ for a complete machine suitable for both beginners and experienced users, up to 9000$ for a professional 6-color machine for carrying serial embroidery flat or cylindrical (for the customization of caps for example).
A simulated purchase staggered through leasing company offers 3 types of financing options: in 5 or 10 times free of charge (the cost of credit is supported by the partner website) or a schedule of 11 to 60 months meaning of around 200$ per month in the case of investment of a professional machine.
Second : With a moderate or deadline in time invest, the embroidery can be seen as a new device to customized textile for creative who will be able to extend the scope of their artworks in wide business applications and in a market that generates a total income of 40 billion euros per year…
Conclusion : In 1850, the Brand Singer had oriented textile production to individuals in developing a tool that will give them the opportunity to create an independent and profitable business. At a time when mass production of textiles is questioned, the customization of textiles with an embroidery machine, which replaces the technical know-how with creativity, is a real opportunity to regain control over the course of its destiny as an entrepreneur.
You know the market of embroidery or use its tools for your business? You are welcome to tell us about it by leaving your comments:
