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Singer
Hole Again
Problem
Singer sewing machine sales are down amongst young people. Fast fashion sales are up, growing by 5% every year. More clothing items are ending up in landfill sites than ever before; in the US, 85% of textiles ends up in landfills.​
Insights
The pandemic has heralded a resurgence in traditional craft practices amongst younger generations. As shown across social media, more Gen Z and Millennials are engaging in crafts such as crochet, sewing and baking than ever before. At the same time, a growing concern about the state of the fashion industry and our fast-paced world has prompted interest in slow fashion and more traditional ways of living. These are seen as ways to be mindful, slow down, and to help the planet.
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Vintage clothes are superior in quality to newer fast fashion pieces, which are designed with planned obsolescence in mind.​
Promoting Singer sewing machines to a
younger generation
Solution
Make repairing and upcycling clothes into a fashion statement. With the propensity for thrifting, vintage shopping and over-consuming fashion, it's likely that Gen Z and Millennials have a range of good quality and not-so-good quality pieces in their wardrobes. Even good
quality vintage pieces can get forgotten about or put aside in favour of something newer and more trendy. In turn, people might love the fabric or design of new, trendy clothes but find that the lower quality garment has fallen apart after a few wears.​
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​Singer's Hole Again campaign encourages younger audiences to get creative and thrifty by using unwanted garments or textiles and a Singer sewing machine, to patch, rework or jazz up other old, second-hand or vintage clothing – making it hole again. As well as boosting brand awareness and sales, this campaign aims to help reduce fast fashion consumption, clothing wastage and empower people to make use of old, good quality clothing that may be in need of some TLC but still has plenty of life left!
The campaign would feature OOH advertising on billboards and public transport, as well as online PPC advertising on social media. The adverts would include a QR code linking to Singer's website, where simple, step-by-step instructions would be available. These would guide people on patching up various garments such as jackets, socks, t-shirts. The website QR code would also act as a sales funnel, helping consumers purchase Singer equipment needed for their repairs, such as sewing machines, needles, bobbins, thread and even pre-made patches (constructed using recycled clothing).​​
A TV and online video advert would feature the Atomic Kitten song Whole Again, tapping into Gen Z's nostalgia for all things Y2K! The ad would narrate the life journey of an item of clothing, showing its heyday being worn in the 90s, being donated to charity and purchased by someone in the 2010s, followed by black and white footage of the clothing worn-out and forgotten in someone's wardrobe. The ad would end with colourful footage of the repair process and the clothing being worn again, getting a second lease on life. ​​​
The campaign would also encourage consumers and followers to share their repaired and reworked clothing creations on social media, with the opportunity to win a free sewing machine.
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Example of user-generated campaign content
As part of the campaign, Singer would also offer a Hole Again pop up experience where people could take their clothes to be repaired and reworked by professionals, or buy the kit to do it themselves (including patches) and sell and trade their own upcycled clothing.
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An additional brand extension would be to offer an online marketplace akin to Depop or Vinted where people could sell their Singer-aided reworked creations to other slow fashion enthusiasts. ​​
Concept visuals for the Hole Again pop up​
