Abstract
An exploratory study was undertaken to examine the orientations of persons who sew at home for their personal or their family's consumption. Objectives of the study were to 1) identify orientations toward home sewing, 2) identify clusters of home sewers using sewing orientations as criteria for group membership, and 3) propose a hypothesis for further testing. A survey instrument was completed by 105 females. Seven sewing orientations and five clusters of home sewers were identified. It was concluded that the individuals within the sample comprised a diverse group of home sewers. A hypothesis was formulated for further study. It was suggested that home sewing marketers and retailers aim promotional strategies to specific groups of home sewers and provide the appropriate product mix.
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