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'Sewing Arts Bar' from Feiyue for a creative sewing experience
Jun '08
Named as one of the "Four Big items"in 1970s', sewing machine, a tool to make clothes, was an important item of a daughter's dowry in a family, as famous as bicycle and watch.

Later, with the development of the industry, garment manufacturing industry developed rapidly which made the traditional black head household sewing machines gradually withdraw from the stage of history as an instrument of labor.

As a supplementary tool for labor, old-fashioned household sewing machines have been discarded by history. However, Feiyue has not only changed the domestic sewing machines to a complete a new form, but also hasten the birth of a new consumption pattern.

Feiyue has creatively set up "Sewing Arts Bar" in many large and medium-sized cities. So that consumers can sew their own patterns on jeans, shirt cuffs and ties.

The multi-function household sewing machine becomes a DIY toy in the sewing process. And the computer controlled household sewing machine can afford a pleasure of "What You See Is What You Get".

"You can embroider any pattern which you can imagine and draw in the computer, automatically with the computer controlled sewing machine, just as convenient as the printer."Cha Zhi, the general manager of Feiyue Aijia said.

New marketing methods make the household sewing machine transform from tools to people's toys, enabling housework to become a creative activity, and consumption of working tool to become consumption of emotion which adds living values.
Change "Labor" to "Game":
In northern Europe, basically every family has a multi-function household sewing machine, not to make clothes, but to personalize their clothes. Family members will say, I want to embroider a unique beautiful rose on my jeans.

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