Backstitch Research

Backstitch is a fabric and haberdashery store based in Cambridgeshire. It was established in 2010 by Alice Synge with the mission to supply stylish modern craft fabric and quality haberdashery to UK sewists.

A keen sewer herself, Alice stocks only products she would want to use herself, so the selection has been curated to her modern sense of style, and with keen attention to quality.

The shop is run with military efficiency and provides excellent customer service.  
Orders are shipped out double quick and if you have a query Alice is always ready to help.

1. Their market position- Online market - Website based.
   In store market - Range is included at Burwash manor, which is a rather popular place for people to visit on days out, they also put on day activities as well so therefore there may take intrest in the shops crafting range.
   http://www.backstitch.co.uk/classes-workshops.html
2. Their online presence - Strong social media base - Twitter, Instagram, Facebook, Pintrest, Email, Flickr -
   all of which include promotion 
   of the products and prices.
   
   http://www.backstitch.co.uk/blog/ 
   http://www.bloglovin.com/en/blog/10928267
3. Current image, branding and advertising - Theres a strong based of branding on the online facebook page, which shows you the latest offers and event, and new fabrics, in-store and available online - located on the Facebook page, blog, local classes ads, Mums-Net classes and on Sheep Shop Cambridge.
4. The product offer - Backstitch has a wide range of crafting and design products to offer ranging from paper patterns to tools.

These of which range from several different fabric formations for creating jerseys, dresses, shirts and much more. Also you're offered different dress patterns via paper and digital for designing clothes, toys and jewellery and also have their own sewing machine repair service. 

From what they have to offer I believe that due to the shop at Burwash Manor being the only outlet, it may be the stock room for online purposes as well. So this may enhance business purposes, around deliveries and staff.

Audience research - From reading through reviews i think that the target audience has not specific area due to the fact that there are people of whom are interested in crafts and fabric creations, and some of whom visit on days out around the manor with families tend to investigate all shops on the site.

Genre: fashion, to show off the range of materials that the shop sells and the many other things like small gifts/useful tools when it comes to making clothing or other types of things
Frequency:the audience should see this ad campaign several times
Process: the making of the advertisement for making these are rough ideas, drafts of those ideas, then a selective few of those drafts are turned into adds