August was a very busy month for me social media-wise with the video challenge.  Unfortunately, I missed the boat on spreading the word about the next #Sew Days events as I would have liked to.  With that being said, I am going to share with you an article about #Sew Days written by Karen Montgomery of The Quilt Company.  Karen & Laurie Harsh, of FabShop News, were the true creators of the #Sew Days program with a little inspiration from my #sewrevolution concept.

#SEWREVOLUTION

Before I share the article, I wanted to tell you that the first #Sew Days programs were a bigger success than expected.  For shop owners, the program drove new quilters and former quilters to 166 different shops in the US & Canada that ran the programs.  This resulted in new customers being acquired by many of the shops.  For consumers, it was an open invitation to ease back into quilting or start anew.  In their folks lies the #sewrevolution which is a broad concept to rebuild the quilting community.

Without further ado, I am going to transcribe below an article called “The Next Big Thing” written by Karen Montgomery under her “Become A Savvy Buyer” column that she writes for FabShop.  I was granted permission to share the article by the people at FabShop.  Here goes:

“I don’t have a crystal ball that will predict the future.  I try to make decisions based on trends, customer feedback and recommendations from fellow shopowners around the country.  If the summer Sew Days program is any indication, you might find that the next “big” thing is pretty simple.

Sew Days started simply with the need for a summer class program in my own store.  In a conversation with Scott Fortunoff from Jaftex about his #sewrevolution, I mentioned how I planned to use the inexpensive patterns I design and fabric kits to get more people involved in sewing and quilting over the summer.  Scott asked why we couldn’t take that program to every store in the world.  (Scott thinks BIG!)

FABSHOP LAUNCHES SEW DAYS

Laurie Harsh stepped up to handle registrations, solicit sponsors, and deal with Facebook details, advertising images and communication with participating shops.  Because of the online hops it offers, FabShop has a huge database of consumers interested in quilting.  FabShop has the ability to advertise the names and location of Sew Days participating shops to consumers in your backyard.

Laurie also agreed to offer Sew Days for free as a member benefit to FabShop members.  You read that correctly.  As a FabShop member you pay no fee to participate in Sew Days.  You simply go to the FabShop website and sign up.  If you are not a FabShop Member, there is a $75 fee to participate in the Sew Days program.  Or you can simply join FabShop and enjoy all the member benefits, including Sew Days.

To help you run a successful Sew Days program, a private Facebook page was created for participating shop owners.  This allows for sharing of files, order forms and suggestions, and a forum for your questions to be answered.  Once you register as a participating shop, you receive an invitation to join the private Facebook page where you can access all the shopowner information.

Shopowners have access to PowerPoint presentations for each individual project. You can share the presentations with your customers in class or have your teacher review them to make sure she or he understands the project, how to present the information, and the details that make the project unique.

The last-minute Sew Days invitation to participate launched just before Spring Market in Portland.  The offer was bit late considering that many stores had their summer class schedule planned and published.  Still, a respectable 166 stores, in a leap of faith, decided to join in the fun.

PROJECT DETAILS

What did those shops sign up for?  Here’s what’s in store for shopowners and consumers.

UNIFORMITY ACROSS ALL SHOPS

To keep things on a level playing field, the decision was made that all participating shops would charge the same class fee of $5 per session, pattern included.  Shops would also offer the same project during the same week.

FACEBOOK SHARES

Uniformity also for a consumer Facebook Page (separate from the private shopowner page mentioned earlier) where shops and customers can share photos of what they are making without “project envy.”  Check out the happy faces of consumers showing off their finished projects from Sew Days 2018 on Facebook.

SIMPLE PROJECTS

The Sew Days 2018 program offers six individual projects, all of which can be completed in a single class session.  The projects are simple enough for a beginner to complete.  Each project is useful and teaches one or two simple techniques.

SHOPOWNER COSTS

Your only cost, except for the notions and fabric kits that you sell to the customer, are the project patterns.  The individual, single-page, cardstock patterns required for each participant retail at $2.50.  They are available in packs of 15 from most distributors.  To make it easier for smaller shops to participate, we offer the opportunity to order patterns direct from The Quilt Company in Allison Park, Pennsylvania, in any amount over six patterns at the same wholesale cost plus postage.

PROJECT KITS

We encourage shops to create fabric kits for each individual project to sell to customers.  The kits can include just the basic fabric or absolutely everything participants will need to complete the project.  What is included and the price of the kit is up to the individual shop.

REPEAT SERIES IN THE FALL

By now you might be thinking that you missed the boat by not participating, but there is good news! The same session of classes will take place in September to October.  The fall program will include the same six projects in the same order to give the opportunity to participate to customers who missed out over the summer.  Why the same projects? To reach more customers with the same samples, same content.

6 ONE-DAY CLASSES BEGINNING THE WEEK OF SEPTEMBER 17 (TODAY), FINISHING THE WEEK OF OCTOBER 22

SPONSORS

All the Jaftex Companies, but focused on Studioe Fabrics.

Checker Distributors.

Olfa.

EverSewn.

Aurifil.

REGISTER AT FABSHOPSTORE.COM

ATTRACTING NEW CUSTOMERS THROUGH EDUCATION

If you have seen the projects you might be thinking that they are “too easy” or “not what my customers like.”  That is exactly the point!  The projects are easy–and useful.  More important, each project will be finished when the customer leaves class.  The sense of accomplishment that comes from completing something that can be used or given as a gift is a joy to experience.

Hopefully, you are already providing a complement of classes that your current customers enjoy.  Sew Days projects are designed to encourage those who haven’t touched a sewing machine in years (or ever) to give sewing a try.  The minimal kit cost and $5 class fee make it easy to participate.  Once those customers are in your store, enjoying the atmosphere, discovering pleasure in sewing, it is your responsibility to invite them back.  Show them what you have to offer that makes your shop unique.  It’s the perfect opening to create new customers.

Brick-and-mortar shops compete daily for fabric sales with online stores.  I find that is is much easier to compete using your education program than with price per yard.  I realize customers can take a class at home in their pajamas.  Most online classes allow you to watch the instruction over and over.  But if you don’t understand the instruction the first, second or third time you watch, do you think the fourth, fifth or sixth will help?

In a class in your store you can provide alternatives, options, and advice on how the project can be used or adapted.  You can explain any process in a variety of ways and help your students overcome any problems or concerns they may have.  Sew Days classes are designed to allow your store to shine and help your customers see that quilting is a fun, social activity.

FROM SKEPTIC TO SUCCESS STORY

I have had the patterns used for Sew Days 2018 available in my store for several years.  To be honest, I thought if anyone was going to have a problem filling two classes of 10 each week, it would be me!  I’m happy to say that I was wrong.

We held two classes of 10 each week for the six-week session.  A few customers attended all six, but students took an average of three of the six classes.  Six of the participants brought friends who had not sewn in years.  One brought her grand-daughter and they made the project together.  My average sale, not including the $5 class fee or the fabric kit we required was (omitted) amount per student.  That’s an additional (omitted) in sales each week for the six weeks of classes, on top of the kit sales and class fees.  As a machine dealer, I provided machines for my classes.  We sold two machines, for an additional (omitted) in sales, to students who were just getting back into sewing.

Customers who were on vacation and missed a class or were not available on class days have asked us to repeat the series in the fall.

One of my regular customers, who has been sewing and quilting for many years, attended all six classes.  At the end of the last class, she pulled me aside to tell me how much she enjoyed each project and that she was surprised that she learned something new in every one of the classes.

Now it’s your turn to learn that you should never underestimate the value of simple.”

Very well said Karen.  I sure hope this program continues to grow for many years to come.  And to all the consumers out there, please reach out to your local shop to see if they are participating in Sew Days this time around.  If they are, please sign up for a class and see for yourself what a great concept this is.  Have a great week.

#sewrevolution Scott