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Simplicitytastes, responding in a timely fashion to trendswhether it be the ‘20s pattern it introducedin 1988 which became the Number onebestseller for the home sewing industryor the current craze for dresses.Simplicity also prides itself on identifying newemerging trends, such as the renewed interestin dressmaking and customising garments thathas resulted in a whole new customer base.The company has introduced a selectionof new pattern ranges aimed specifically atbeginner sewists such as the Learn to Sewrange and the Sewing Patterns for Dummiespacks. Other innovative ideas that have beenlaunched by Simplicity include a Beginner’sGuide to Successful Sewing DVD – Simplicityis the only pattern company to have produceda comprehensive sewing aid like this.The company has also re-launched the twosewing books that have consistently beenperceived as ‘sewing bibles’. They are packedwith helpful advice, tips and techniques forsewing (dressmaking) and home decorating.For us, it is not just about selling patternpacks – education, advice and help are alsoimportant considerations.The new craft machines have establishedand developed a whole new market. The rangehas created incremental retail sales at higherprice points and through a range of accessoriesfor each machine, consumers are being drivenback into store for these additional“Simplicity also prides itself onidentifying new emerging trends,such as the renewed interestin dressmaking and customisinggarments that has resulted in awhole new customer base. ”purchases, which is great news for all retailenvironments. The continued Researchand Development programme promises anexciting future in this category.You’ve recently launched a brandnew website – tell me about thenew site, your thinking behind it andwhat you wanted to offerSimplicitynewlook.com was launched inresponse to consumer demand. The Simplicitypattern business traditionally partnersexclusively with retailers and continues tosupport its retailers strongly. Unfortunatelythe decline in the number of fabric andhaberdashery retailers meant that consumersoften had no local stockists and beganknocking on Simplicity’s door to obtainpatterns. The newly designed, user-friendlysite is the response to this demand.Through the site, Simplicity constantlypromotes its retailers and finds methodsof encouraging browsers to visit their localpattern stockist.The site showcases Simplicity’s patternranges, machines and craft products, howeverit does and will continue to sell all of its rangesat full RRP. It aims to educate sewers, with awhole section of ‘how-to’s’ and a classroomsection full of hints and tips on measuring andfitting patterns. We know that customers findit very useful to be able to find out exactlyhow much fabric and what notions they need,before they buy a pattern. This, coupled withthe ability to view everything, by category,easily and quickly in the comfort of thehome has proved extremely popular.The new blog section also offers thechance for browsers to read about latesttrends, news and views and of course,comment on them. We’ve also recentlyadded the full Burda range of patterns to thesite so now our customers can see Simplicity,New Look and Burda all in one place.How do you like to work withyour supplier and retail clients?Simplicity works in strong partnership withits retailers, many of whom have beencustomers for a number of years. Thetraditional consignment stock model, whichis customary in the paper pattern business,requires great attention to detail and Simplicityworks closely with its retailers to manage this.craftfocus 61