Marketing to Sewing Enthusiasts. Really??

by Ramona on June 8, 2012

Blindfolded model


I recently came across this old gizmo, probably from the 60s, called EZ-IN, and thought it looked useful – a needle-threader for the sewing machine. Who doesn’t need that, right? On closer inspection of the package, the image on the front held my attention more than the actual item. You mean a blindfolded sewer could use this?


I don’t usually spend my time dwelling on why and how products are marketed to the intended target, but this simplistic image resulted in amusement and then peals of laughter. I wonder what the original pitch for packaging and marketing this product sounded like? Would the guys of Mad Men laugh at this?

Well, the item was tested and I found that it was meant for machine needles with the needle-eye facing the side, and my needle has a front/back eye. So the gizmo remains untested. It has “Made in Italy” and some French words molded in the plastic on the back.

Have you run across a really stupid advertising pitch to women? Write in a comment below to tell us what you think.

Samina, American Sewing Guild, follow us on Twitter @SewingGuild


{ 1 comment }

Leslie @ ASG in the SLC June 10, 2012 at 12:00 am

This is hilarious – I had to pin it to our “sew funny” board! :o)

Comments on this entry are closed.

Previous post:

Next post: