How sewing machine makers are building a US$44bn industry with tribes.
What can we learn about the digital customer journey from the purchase of a beginners sewing machine?
The answer is a great deal. The industry sells products to consumers by a sophisticated mix of editorial reviews, influencer videos, manufacturer specifications, and merchant offers. The sewing machine industry isn't just about home stitching, this is a vibrant tribe in a worldwide and growing business.
I was amazed - sewing machines market worldwide is projected to grow by US$17. 1 Billion, driven by a compounded growth of 3. 9%. Industrial, one of the segments analyzed and sized in this study, displays the potential to grow at over 4%. Industry reaches over US$44.3 Billion by the year 2025.
I share in this podcast about how the tribes are driving amplification, and the consumer path to making a purchase. From a PR perspective, we need to think about each step and each platform and deliver great content across each of them.
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Jim James recently returned to the UK after 25 years in Asia where he was an entrepreneur. Among his businesses he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars. At the same time he continued to own and run the EASTWEST Public Relations Group which he founded in Singapore in 1995, and still runs today.
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