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When it comes to sewing, InaFischer knows pretty much all common prejudices: old-fashioned, uncool, just what fürgelangweilte mamis in parental time. You can also see it completely differently, she finds. Sewing is distraction from tightly organized everyday life, sewing istent tension, sewing is concrete. “In end you keep something in DenHänden,” Fischer says. And above all: sewing has long been not only a analogue phenomenon, but also very successful on Internet.
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Ina Fischer, a trained dressmaker, DiplomierteBekleidungstechnikerin, studied media informatics, is founder of Berlin company Pattydoo. Eight years ago she sat in her maternity leave in front of derNähmaschine, immersed in world of Nähblogs and Nähtutorials – and realized: Wow, re’s something going on!
Today 39-year-old sits toger with her husband Christian Jähnel in her conference room between fabric shelves UndKleiderständern in Berlin-Charlottenburg. Pattydoo, which Fischer and Jähnel 2013gegründet have, now has ten employees and generates Einensiebenstelligen annual turnover. This is all more astonishing because no investor is Jeeingestiegen, re are not even current loans. Pattydoo has succeeded on its own, which is why many Berlin start-ups fail despite initial financing. ” We have been able to double everything every year – traffic, customers, sales, “says Jähnel. The growth prospects are outstanding.
167,000 YouTube Subscribers
What makes Pattydoo sounds banal at first. Ina Fischer provides free videos on YouTube, in which she explains slowly and step by step how a particular garment is made from EINZELTEILENZUSAMMENGENÄHT. The corresponding pattern for hoodie, Sommerkleidoder shoulder bag sells Pattydoo as PDF, for 2.99 euro. Diewohldosierte mix of free and paid content works best. With 167,000 subscribers, Inas YouTube channel is largest in Germany on subject of sewing. The Facebook group Pattydoo belong to almost 100,000 members; According to MarketingplattformOMR, Berlin company has made it into top 30 of Germany’s largest Facebook groups in last year.
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Pattydoo is not alone. In Internet, an industry has emerged around topic of sewing and handicraft, which Vonvielen is still ridiculed and underestimated. Pattydoo, who has his company seat in an unpretentious old building near Berlin fairgrounds, also Strahltkein Berlin-Mitte-flair. American financiers, who invest ir assets effectively in many places DerHauptstadt media, are looking for ebensovergeblich like hip incubators in this corner. Company founder Christian Jähnel takes Esgelassen: “We may just not be as noisy as ors.”
The business model works for this – not least thanks to underestimated female target group. According to a representative study by GfKNürnberg, 63 per cent of women in Germany operate at least GelegentlichHandarbeit. They are women of all ages, from teenagers to seniors. “StilleMassen”, Jähnel calls her respectfully. And masses spend money on ir Hobbyviel. At 1.23 billion euro, industry Association initiative Jahr2017 E. V. The overall market for labour demand in Germany in agricultural sector. Sewing is most profitable segment by far: 450 million euros were earned last year with sale of materials, 175 Millionenmit sewing machines. Also sell yarns, buttons and or items Sichbestens: 183 million euro sales in 2017. In some areas of work, sales have been rising for years, ors are stagnating at a high level – Aberinsgesamt has been doing quite well for industry for five or six years.
“This clearly has to do with demInternet,” says Ina Fischer. The portals, blogs and material providers often access each or, are networked via links and collaborations. When Pattydooein releases new video and pattern – every two weeks, Esso is far – and Fischer recommends a certain substance or a particular yarn, “n material is sometimes sold out within hours”. This also has to do with dynamics that arise in forums. In DerFacebook group of Pattydoo, regular competitions are running, who has downloaded latest pattern fastest, printed it and finished sewing.
