The HAB by USHA is a revolutionary concept store which offers a modern take on the traditional Indian haberdashers. It provides an inviting space where consumers can find renewed inspiration with the vintage USHA Sewing Machine brand.
Sewing is widely seen as a traditional craft in India as elsewhere, but by combining elements of design, craft and bold colour in their new HAB store in Mumbai, USHA hopes to inspire fresh excitement. The store encourages visitors to reacquaint themselves with the art of sewing, offering a wide variety of new experiences designed to appeal to a younger audience as well as with the brand’s traditional customers. Components such as sequins, buttons, lace and wool are displayed in an engaging and playful manner that accentuates vibrant colour and also emphasises the store as a one-stop-shop for sewing products.
USHA’s initiative is well timed, tapping into a change in customer behaviour too. There is a growing fashion among younger consumers for sewing and craft, driven in part by a desire to customise their clothes and create a unique style. The HAB reaches out to these new customers with demos and store exhibits as well as a programme of workshops where sewing enthusiasts can acquire new skills. In line with the spirit of “play”, visitors are encouraged to explore their creativity at individual workstations and in the first-floor library. The store is not only a creative hub for self-expression but also offers a memorable brand experience.
Consumer Insights: Creativity is becoming democratised. No longer limited to the select few professionals, consumers are increasingly looking for outlets that allow them to pursue their own interests and value brands that help them unlock their creativity.
Brand take-away: The HAB reintroduces the pastimes of sewing & crafts, which have lost their relevance for many of India’s younger generation. Through creating a fun and engaging experience hub, The HAB forces consumers to reassess the USHA Sewing Machine brand.