From A, B, C1 groups, mainly aged 24 - 65+, younger readers are now turning to VOGUE PATTERNS MAGAZINE for its cutting edge designers and Vogue Elements' cool styles for beginners, teenagers and early 20s. Sewing is back on the National Curriculum in secondary schools. Workshops and Correspondence Courses for all skill levels are in great demand. Those mentioned in regular 'Back To School' features report an overwhelming response.
Whether creating the looks herself or engaging the services of a professional dressmaker, the Sew Today reader spends more than other sewing magazine readers on fabrics, haberdashery, sewing equipment, fashion accessories, beauty and personal care products. She has a keen interest also in home decor trends.
97.1% are influenced by information on products featured in the magazine when making their sewing purchase.
Favourite features include Guides to Sewing Machines and Overlockers; Sewing Techniques and Fitting Tips; plus Fabric and Accessory News.
All own a sewing machine. 8.6% own more than one.
Over 60% own a sewing machine which is more than 3 years old.
49.8% are thinking of buying a new machine: 9.4% within 1 year; 21.2% within 2 years; 19.2% within 5 years.
42% are prepared to pay between £500 and £999 for a sewing machine; 22% over £1,000.
33.1% own an Overlocker. 32.6% of non-owners are thinking of buying one.