WINSTON WEEKLY[1]

Vol. 2, No. 23

June 9, 2024

SEW WHAT?

Although we sometimes say, “So what?”, I started today’s post with “Sew what?” in tribute to James Edward Allen Gibbs. On June 2, 1857, Gibbs received a patent for the first single-thread twisted chain-stitch sewing machine.[2] In 2019, Alex Askaroff independently published the book, Willcox & Gibbs: Sewing Machine Pioneer Series.

Originally a farmer from Shenandoah County, Virginia, James Gibbs became a successful businessman. He and James Willcox founded Willcox & Gibbs Sewing Machine Company, opening a London office in 1871. They later expanded into other European locations, including Milan. Willcox & Gibbs hired John Emory Powers, an influential American copywriter, to market their product. Powers was a farmer and worked as an insurance agent. He transitioned to writing ads for Lord & Taylor and Wanamaker’s, an upscale department store. Despite being fired by Wanamaker’s on two occasions, Powers is credited with doubling Wanamaker’s sales. After becoming a freelance copywriter, Powers developed ads that significantly increased the reach of Willcox & Gibbs. He was inducted into the Advertising Hall of Fame in 1954.

Although Willcox & Gibbs closed in 1973, the company is credited with numerous technological and engineering advancements. In 2021, the global sewing machine market was approximately $4 billion, with a projected annual growth rate of 5.2% from 2022 to 2028. Computerized sewing machines continue to drive growth.

THIS WEEK’S ACTIVITY

In thinking about an activity for this week, I thought about my 1985 marketing class at Drury College (now Drury University) in shaping writing and communication generally. Consider how you would market a sewing machine today. What would you write and use as sources for information, and what outlets would you use for promotion? How do those sources and outlets differ from 40 years ago?

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[1] Copyright June 9, 2024. Please feel free to share with the appropriate attribute. Alysen’s views are her own.

[2] Resources: In addition to Alex Askaroff’s book, see Kate-Miller Wilson’s article on Nov. 30, 2020, www.lovetoknow.com. See also www.mywvhome.com; www.singersewinginfo.co.uk; and Sandy Frank’s October 6, 2019 article at www.awai.com.