Tacony is a 70+-year-old, family-owned company with 20 brands across four distinct lines of business: commercial and consumer sewing, home floor care, commercial floor care, and ceiling fans. The majority of Tacony’s business is through its retailer-distributor network, as well as through several direct-to-consumer businesses. Nancy’s Notions, a consumer sewing brand founded in 1979 is a key component of Tacony’s direct-to-consumer strategy.
Tacony sought to modernize its brand positioning and messaging to become more relevant to the next generation of hobbyists and makers. We conducted an extensive market and competitor review, executed primary research to better understand consumer journey and brand perceptions, and supplemented with audience insights gleaned through social media. Learnings from insights led to a new and updated brand positioning around being a conduit for creativity. Nancy’s Notions has applied these learnings to evolve its go-to-market communication.