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.
Fashion philosophy is always to the cycle of reincarnation. In the past, making clothes with a sewing machine was fashion, while now enriching personal life with a sewing machine has become fashionable.
Sewing machines and objects made are totally different from that of the past. People now is seeking high-tech products, but they also miss the beautiful feeling of handmade crafts. That's how the new term DIY comes into being.
DIY is the integration of manual and mechanical work, creating a crush of crafts. It can be regarded as a new attempt to make a unique creative piece of small object with the natural, healthy state of mind by modern sewing equipments.
Perhaps you will think, "I want to sew by myself, but how can I do that since I've thrown the sewing machine when I moved into a new house?" Because of this, Feiyue "Sewing Arts Bar"is established in the city's bustling zones, letting people revisit the past while building a new leisure fashion.
Experience Life Aesthetics in DIY:
Though Feiyue "Sewing Arts Bar"is not big, but the ornaments and decoration are warm and comfortable. Once you enter the bar, you will feel the long-lost pureness in the adult world, withno pressure of busy work, only enjoyment of quite life. The bar is a creative space with freedom and harmony.
Here teachers' samples and participants' works are displayed. The participants use Feiyue muti-function sewing machines to embroider their favourite designs on the sofa cushions, curtains, tablecloths and handkerchief.
They make all kinds of home crafts, such as colorful murals and TV wall made of rags, useful and beautiful cloth bags, cloth dolls as exquisite as that of the shopping centers.
Teachers of the bar all have a profound sewing, patchwork and cloth making experience which give a full play to their students' imagination and inspiration from nature.
Here all kinds of household multi-function sewing machines are displayed and sold which enable people to embroider all kinds of patterns on fabrics.
Common problems in ordinary life, such as the complain that bought clothes have no characteristics, there'a a hole in beautiful clothes, it's a waste to throw the spare cowboy clothes away though they are useless, and so on, can all be resolved satisfactorily in the bar. You can appreciate the goods and enhance the spirit by modificating and embroidering on the clothes.
Beads wearing, a project in the "Sewing Arts Bar", attracts participation of many fashionable personage. They make necklaces, bracelets, rings and other jewelry of colorful beads, fully enjoying the sense of achievement of their creative talents. Of course, you can also buy the machine and enjoy the fun of sewing at home.
Shaking off the emotion from the outside world, you can indulge yourself in this sewing bar to create your favourite cloth art works. In Feiyue "Sewing Arts Bar", people become more patient and all problems can be solved leisurely.
Teacher of the bar said, "Participants here include housewives and young girls. Most of them stay here for the whole day and discuss problems and explore sewing methods with a sense of accomplishment. Some participants even give the sewing products as presents for their friends' wedding." Feiyue "Sewing Arts Bar", a DIY paradise for people in the hustle and bustle of city life.
