SINGER®, in line with the brand revival

Invented in 1851 by Isaac Merrit Singer in New York State, the famous sewing machine that revolutionized clothing manufacturing had already been the subject of a legal battle over paternity and the patents that had been filed on the invention since its birth.

The company had intellectual property in its DNA, and both the technology and the brand were successfully protected.

In 1855, Singer Company opened a subsidiary in Paris and became one of the first international brands.

In 1901, the SINGER company clearly indicated on the instruction manual that it was a “trade mark” (photograph above).

It is an understatement to say that SINGER® was a well-known trademark..

And yet, 10 years ago, after commercial setbacks and a recovery in 2000, SINGER® could be said to be one of the many so-called forgotten brands by the new generation.

During the COVID period, the brand offered to put its know-how at the service of mask creation and the confinement pushed some French people to get back into sewing.

The logical consequence of this new industrial dynamism was formalized with a brand communication work, so that it could serve as a Proust’s madeleine to the Boomer generations, as well as catch the new one.

Singer France has successfully launched its Reinvinted with Singer operation; a successful operation in view of the sales boom and the brand’s expansion of its range and target users.

This confirms the current discourse of many communication agencies on the lookout for many neglected brands whose revival is making consumers of all ages happy!

– Nathalie FAYETTE, Intellectual Property Attorney and Founder of MARK & LAW

Source: Singer France