| Susan The International Toolmaster |
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By making our tool line fashionable, stylish, creative and fun - the essence of sewing - we
invited consumers to shop it. To lessen shopping anxiety, we limited our section to a
manageable selection of basics and provided helpful usage information and instructions
for each tool. And as for the tools themselves, our product designs highlighted comfort
and convenience … no more masculine, old-fashioned, “torture tools.”
Working with factories in China, we built a better toolbox for Dyno Merchandise, the
licensee of Singer, Simplicity, and Coats & Clark, by modernizing, improving, and
nnovating the following tools:
Notions - Introduction of SIMPLICITY Sewing Notions line - a visually distinctive, fun, and
exciting retail presentation of a basic sewing notions section of 55 items with innovative
products. This line was positioned under a unique, self-instructive merchandising strategy.
Thread - Introduction of SINGER FUSION Thread Line - a differentiated, both superior
thread and unique spool features in an innovative, high impact, glamorous, and retail
space efficient merchandiser.
Embellishments - Introduction of ORBS Hand Stitching Embellishment program - an
integrated, unique merchandising system of iron-on designs and coordinated thread
assortments in an innovative, playful bubble ball packaging.
To build Dyno's largest existing base business,I pulled out of my toolbox all the essentials:
-Product improvements
-Packaging redesign
-SKU rationalization
-Annual budgeting and planning
-Plan-o-gram reset recommendations
Today Dyno has the finest women's toolbox - tools with the feminine touch of fashion,
beauty and style; designed for the spirit of fun, creativity, and excitement; made for
comfort and convenience. This was only possible by forming an alliance with Asian
factories, where we worked closely together to produce the most effective, easy to use,
and cutting edge tools.
invited consumers to shop it. To lessen shopping anxiety, we limited our section to a
manageable selection of basics and provided helpful usage information and instructions
for each tool. And as for the tools themselves, our product designs highlighted comfort
and convenience … no more masculine, old-fashioned, “torture tools.”
Working with factories in China, we built a better toolbox for Dyno Merchandise, the
licensee of Singer, Simplicity, and Coats & Clark, by modernizing, improving, and
nnovating the following tools:
Notions - Introduction of SIMPLICITY Sewing Notions line - a visually distinctive, fun, and
exciting retail presentation of a basic sewing notions section of 55 items with innovative
products. This line was positioned under a unique, self-instructive merchandising strategy.
Thread - Introduction of SINGER FUSION Thread Line - a differentiated, both superior
thread and unique spool features in an innovative, high impact, glamorous, and retail
space efficient merchandiser.
Embellishments - Introduction of ORBS Hand Stitching Embellishment program - an
integrated, unique merchandising system of iron-on designs and coordinated thread
assortments in an innovative, playful bubble ball packaging.
To build Dyno's largest existing base business,I pulled out of my toolbox all the essentials:
-Product improvements
-Packaging redesign
-SKU rationalization
-Annual budgeting and planning
-Plan-o-gram reset recommendations
Today Dyno has the finest women's toolbox - tools with the feminine touch of fashion,
beauty and style; designed for the spirit of fun, creativity, and excitement; made for
comfort and convenience. This was only possible by forming an alliance with Asian
factories, where we worked closely together to produce the most effective, easy to use,
and cutting edge tools.
SIMPLICITY Center at
Joann Fabric and Craft
Joann Fabric and Craft
| Ad in SIMPLICITY pattern book |
Singer FUSION thread floor stand
merchandiser
merchandiser
| Singer ORBS Embellishment Program |
| China/US Alliance for Fashion, Director of Marketing |
| Singer FUSION peggable/counter merchandiser |
Men have their "boytoy" tools - the basic hammer, the
handy Swiss Army knife, the high tech laser level. I
developed tools for women - Sewing Notions. My
tools were different. They revolutionized the sewing
notion's marketplace, which resembled an
old-fashioned, mom-and-pop hardware store - boring,
sterile, dated, cluttered, confusing, intimidating, and
focused on functionality.
As a toolmaster, I wanted my tools to entice new users
to my sewing craft. I wanted to inspire them to
discover their creativity and create their own personal
fashion style. So I focused on developing a product
line with improved design, better selection, and a
striking visual retail look.
handy Swiss Army knife, the high tech laser level. I
developed tools for women - Sewing Notions. My
tools were different. They revolutionized the sewing
notion's marketplace, which resembled an
old-fashioned, mom-and-pop hardware store - boring,
sterile, dated, cluttered, confusing, intimidating, and
focused on functionality.
As a toolmaster, I wanted my tools to entice new users
to my sewing craft. I wanted to inspire them to
discover their creativity and create their own personal
fashion style. So I focused on developing a product
line with improved design, better selection, and a
striking visual retail look.
