Sinem Kınran Parlak, Turkish General Director of Singer which puts high technology and innovation into service for women at sewing machines, answered the questions of Tex To Wear. Sinem Kınran who underlines they move with the times by following entire stage of technology as being the firms, says “We realized a number of investments to digitalize our products and brought unbelievable features to the sewing machines which are completely different from the old ones”. Kınran, emphasizing that sewing machines have moved with the digital times, makes the following explanations; “Now there are machines connected to Wi-Fi. You can download the embroidery you want transform via Wi-Fi and follow its situation on your mobile phone with the application. Via a multi- touch screen which reminds a tablet screen on the machine, you carry out all of the setting from multi- touch”. Besides Kınran who remarks they have increased the efficiency of their firm in accordance with the strategies they developed, uses the following expressions, “Thanks to our existence at social media and our active usage, Singer that was once in the first range of dowery lists, started to announce itself at hobby market and encourage people for some projects. People have started to buy a sewing needle or a computerized sewing machine on internet with the existence of our online site and with the increase of online buying.”
‘Use of Sewing Machine Is Increasing’
Kınran who states the use of sewing machine increased in Turkey counter intuitive, “More increase the educational level, more increase the use. Now we address to hobby market. Hardworking women, university students and vocational high school students prefer Singer. Our consumers who wear the clothes they sew or create their own fashion with some touches on the ready-to-wear products are increasing day by day. Haute couture designs are trend now. Besides, women started to make some easy alterations such as shortening trouser cuff. And this caused the user profile of sewing machines to become young and therefore improve the hobby market.”
‘Small Businesses Can Benefit’
Kınran gives place to the following statements about the usage area of the machines; “Our machines are not suitable for the ones or the firms who carry out mass production, as they are home type they need to run by having rest. But the small businesses that make work for out or the ones who are working as home office are using our products easily. For example; sewing beads takes lots of times when making handmade but you can sew band beads in seconds by using the bead leg on our machines. Likewise, it is the reason for preference as they sew anything they want such as pattern, writing and individual drawing or different motifs. Generally, several patterns are included within the products or their own memories. They can sew any motif or logo they want easily.”
