Sewing & fabric marketing agency

Shopping needs a unit it can compare, so fabric is advertised at the price per metre or yard with the width stated in the title, since the same price on a narrow cloth is a worse deal and a shopper who realises that after clicking bounces. Campaigns are split by fabric family, cottons, knits, linens, wools, linings and specials, because the price bands and the buyer intent are completely different. Precuts and kits are advertised as fixed units, which makes them the easiest part of the catalogue to run profitably. Bolt ends and remnants are single quantity, so they need frequent feed refreshes to leave the ads once cut. Search ads catch pattern names and project phrases and land on a fabric guide rather than a category page. Budgets follow the sewing calendar: costume fabric from late summer, formal and occasion cloth in spring, quilting cottons through the colder months.

Fabric is judged by movement, so the creative that sells is video: the cloth pulled off the bolt, draped over a hand, swished as a finished skirt. Flat lays undersell every fabric with drape. We build ad sets around what people sew rather than what they buy, dressmaking, quilting, bag making, children's clothes and costume, since a quilter and a coat maker want different weights and never the same print. Finished make content works best when the pattern is named and the fabric is linked, so the viewer can copy the exact result. Retargeting shows the fabric someone measured up with the thread, zip and interfacing already matched. Live cutting events and new arrival drops sell bolt ends quickly because the stock is limited and the audience knows it. Comments asking whether a cloth suits a pattern get a straight answer, and that answer usually converts.

The feed has to make a length behave like a product. Fabric sold by the metre uses unit pricing so the price per metre shows correctly, with the base measure set consistently across the catalogue, and the title carries fibre, weight and width. Cut cloth has no barcode, so identifier exists is set to false rather than reusing a mill code as though it were a retail identifier. Inventory is the hard part: the feed quantity should reflect the metres left on the bolt, and remnants and bolt ends are separate single quantity items that go out of stock on sale. Precuts, kits and notions do have barcodes and use them. Colour variants of one base cloth sit under a single item group id with the colour attribute set to the shade name. Custom labels tag fibre family, weight band and whether the item is continuous cut or a fixed unit.

Sewists ask assistants how much fabric a given pattern and size needs at a given width, what fabric suits a beginner, whether a cloth will shrink, which needle and thread to use on jersey, what a fat quarter measures, and how wide quilt backing has to be. Those answers live on pages that show the working, so we build a yardage guide per garment type with the width conversion done, a fabric selection guide keyed to the patterns your customers sew, a shrinkage and pre-washing page by fibre, and a needle and thread chart. Product pages carry width, weight, fibre, stretch and repeat as text so an assistant can read them. Precut and quilting vocabulary gets its own glossary page, since those terms are searched by beginners constantly.

The email programme is timed to how long a make takes. Someone who bought three metres of coating is sewing for weeks; someone who bought a metre of jersey may finish tonight, so the follow up is spaced to the cloth and the quantity rather than a fixed number of days. The welcome flow asks what the customer sews, dressmaking, quilting, bags, costume, and that answer drives everything afterwards. Swatch buyers get a short sequence reminding them the cloth is still in stock, because a swatch order is a strong signal that goes cold quickly. Bolt end and remnant alerts sell one-offs to a list that knows the stock is limited. Quilters get precut releases and backing width reminders. New season arrivals go out as a drop with a date. SMS is used for drops and remnant lists only.