Product Marketing Crushes

Colette’s purpose is “to revive the art of sewing” with size-inclusive patterns and tools that help you create beautiful clothes. I admire their product marketing because they understand and meet the customer where she or he is, and they seem to have the strongest go-to-market strategy of all the indie sewing pattern companies I follow. 

They have patterns for different ability levels, and they launched Seamwork, a credits-based monthly subscription for quick, hackable sewing patterns. I’ve noticed the breadcrumbs through surveys and over email of them tweaking Seamwork pricing and offering to get it right. They produce helpful and fun content through blog, email, video and social, and their users are very vocal and largely positive on Instagram and on their personal blogs. 

There are not many brands that can appeal to novices and experts alike with their products and marketing, and they seem to clearly understand how their customers want to feel both practical (“I am prepared to actually sew this stuff”) and aspiring (“I’m exploring my personal creativity“)