Singer searching for 'youth formula' angle

With a relaunch which started last month and a new branding campaign in place, retail and sewing giant Singer is looking to create a warmer and more human image, promising consumers 'Dreams for your home'. The brand has been in Malaysia for 98 years and is known worldwide for sewing machines, but also sells furniture, electronic goods and household appliances. Singer has 133 stores in Malaysia, making it the largest retail chain in the country. But, according to Jackie Wong, senior manager for corporate marketing at Singer Malaysia, the biggest challenge facing the brand is the perception that it is old and non-progressive. "Although the brand is very well known in Malaysia, there is a common perception among consumers that we are old and not very dynamic," she said. "With our new branding campaign, we hope to change that perception and show people that we are in fact modern and keeping up with the times." According to ACNielsen research, Singer Malaysia's year-to-date advertising spending is already fast approaching its 2003 full-year spend, showing the determination of the brand to increase sales and raise awareness. Singer's sewing and other home appliances are available as a 'one-stop-shop' solution and the brand is attempting to fill a niche in the Malaysian retail market as a brand which is both affordable and flexible. The company considers itself a pioneer in offering flexible 'easy payment schemes', which give consumers the opportunity to pay for goods by monthly instalments. Its recent TV and radio campaign has focused on branding in order to build consumer loyalty in a category that is primarily price-oriented. The brand has also struggled with the fact that since it does not manufacture its own products, it cannot focus on technological features like market competitors Toshiba or Sharp, for example. Therefore, Singer has tactically repositioned the brand with an emotionally appealing edge. "This branding campaign is long term; we hope that in 10 to 15 years people will have a much clearer image of what Singer is as a brand, retailer and financing company," said Wong.