Challenge
Sewing magazines are often geared towards an older demographic with
experience in sewing and other crafts. SewSew Def was looking to position
itself towards Millennials looking to learn about sewing and design. The
challenge was to create a sewing magazine that looked more like a fashion
magazine. As Goodwin explained, “We created it for the more fashion
forward maker and also for millennial looking to learn sewing, design and
have a magazine that is reflective of that generation.”
Goals
Going digital: “We like things fast, at our fingertips,” said Goodwin. “The
generation we target is all about digital media so it just made sense to
provide that option.” This isn’t just about distribution, but content creation
as well. SewSew Def needed an all-in-one solution that would allow them to
create, manage, control, and distribute their content.
Expanding to new audiences: “There was a lack of sewing magazines that
looked and felt like a fashion magazine and really catered to the fashion-
able and less crafty maker,” Goodwin explained. “Since there are no sewing
magazines that cater to men we also made sure that SewSew Def is for
everyone who sews and creates.”
Global distribution: Finding new readers doesn’t just mean catering to the
non-typical sewing magazine subscriber. Bringing SewSew Def needed to
be discoverable worldwide if it wanted to reach a global Millennial audi-
ence looking for a publication that brought together sewing with the latest
trends.