Rotary Cutter | Delve
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Case Study
Rotary Cutter

Shear sewing delight


Gingher, manufacturer of top-of-the-line scissors and shears for home sewing, crafts, needlework and industry, wanted to better understand users’ reactions to its brand and gain feedback on a new product line.

The company sought out Delve's strategy and research team to conduct ethnographic research and develop recommendations to position Gingher’s newest offering for success.

Our research team went into sewing centers and fabric stores to talk with experienced sewing enthusiasts. Users’ thoughts on the Gingher brand and rotary cutter concepts, including reactions to weight, material and general design, were instrumental in building the new rotary cutter.

Designed with the experienced sewing enthusiast in mind, the rotary cutter underscores Gingher’s image as the maker of the “Cadillac” of scissors and expands their product line. Attention to research and strategy made certain both brand and customer experiences were at the forefront of the development process.

In 2008, the Gingher Rotary Cutter was among the winners of the Good Design competition awarded by the Chicago Athenaeum: Museum for Architecture and Design.

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