When was the last time you sat here?
Maybe it was just a few days ago, or sometime this month? Maybe these chairs, that long beige table and pile of thick catalogs, bring back memories of sitting here with your mother or your auntie or your son, planning what you’ll make for a recital or the prom or a wedding?
What is this mushroom-colored seating for ten? It’s the pattern table at JOANN, of course. This is where you sit when you’re in search of the perfect pattern to make. Thumb through those thick tomes full of pictures of models wearing garments designed by McCalls, Butterick, Simplicity, and Vogue, to locate just the right style. Then use one of the little pencils to jot down the pattern numbers before you head overt here:
To the matching beige filing cabinets that house all of the patterns organized by number.
I will admit that I’ve never sat at that table. I’ve walked by this area of JOANN hundreds of times and always just scooched past on my way to the wall of thread, or rack of magazines. But I’m fairly new to garment sewing. You may have a different experience.
I was at JOANN this morning and noticed that some of the patterns are displayed in racks right near the appropriate fabrics, like these:
Many people who are just starting out with sewing go to JOANN to shop. They may not know yet about independent fabric shops in their area, or may not want to spend a lot of money on a hobby they’re just beginning. I’m thinking about this audience in particular and how they feel about the catalogs and the cabinets.
So here’s my question. Is it time for a new retail display system for the legacy sewing pattern brands? And if it is, what would that look like?
I posed this question on PatternReview and on my Facebook page and got a variety of interesting answers including:
“People still flip through the catalogues? I haven’t looked at one in years. I do ALL my pattern browsing online. I make up my shopping list from my PatternReview wishlist, then sail right to the filing cabinet.”
“There are so many patterns they stock, I don’t think there is enough space for them all to be out– a ‘curated selection’ next to appropriate fabrics makes sense too. If they do that to my patterns, though, I will be beyond frustrated as I buy no fabric there, and do not want to traipse through their fabrics to find the patterns I want to purchase.”
“I’d sure hate to have to hunt through all the end caps in the store hoping to find the pattern that I could probably locate in the filing cabinet in about 15 seconds.”
“Oh no! Flipping through the pages of those big books (especially when the next season volume hits) is half the fun!!!!!”
“I jot manufacturer/pattern number on my phone & when I’m done scouring the books, I head to the cabinets. I really LOVE digging through in search of my pattern, in my size. When there’s a great sale, I go haywire!!!”
“Yes, the patterns need to come out of the cabinet. I am used to the old system but went pattern shopping with my teen daughter two weeks ago so she could make a dress. The filing cabinet/pattern book system was so counter-intuitive to her. Maybe there could be an interactive iPad system.”
I’m curious to hear what you think? Do you love it the way it is now? Hate it? How could it better serve you, or others at different phases of their sewing journey?
The huge books certainly seem outmoded and must be expensive to produce, plus need constant updating. Why not have a few monitors? Having it all digitized would allow for video of model moving in the garment, plus could link to related content , like a tutorial for installing a zipper.
I think this could be tried out at the JOANN concept store in Columbus. That would be super neat!
It would be an interesting idea. I live in Columbus and now they have shorten those tables to two smaller white tables. Unfortunately they have really downsized the amount of patterns and access to them in the concept store. I just went there with my daughter to get a cosplay pattern which they promote heavily only to have the patterns not be in stock. It would be nice to go to a computer choose the pattern in the correct sizes and be able to instantly print and pay for the pattern right there. Add a purchase list with aisle numbers and it would be a one stop shop.
Brooke! This! This is what me and my husband were discussing the other day. Replace the entire pattern area with a couple of monitors to browse and a large format printing machine. Then once the pattern is purchased, you can choose which size to print ect.
I love looking at all the pattern books—Simplicity is my fave, Butterick next, and Vogue just to dream through. Though the table and chairs could use some updating, that is secondary to the main purpose.
I note all the patterns I like, then go to the cabinets and check for those I’ve selected. When there is a sale and Im lucky enough to find out, I do purchase several patterns.
I could spend an hour or more looking and thinking in these books, but if it gets crowded, I make sure to not hog the the area.
I suppose if there were computer screens on which to view the patterns, that would work fine. However, the cost might be a factor—5 screens, 10?
I don’t buy patterns often, maybe once a year or so. I started sewing in high school when Home Economics was offered starting in 9th grade. I’ve made suits, a simple wedding gown, dresses, lots of Halloween costumes, etc. Nowadays, I mostly spend time on handwork—crochet, embroidery, felt appliqué, etc. Recently, I did make aprons for the grandkids but I didnt need a pattern for that.
Actually, just today before I saw your query, I had expressed a desire to pop in to Joann’s just to look around and browse everything—especially the patterns. There is something comforting about having a place just to sit and plan and dream of what can be accomplished with a bit of effort. 🙂
Yes t the dreaming! Planning my sewing is half the fun!
I agree with Vallorie!!!! I love to sit at the big table to browse and dream. And don’t forget…… there are a lot of us older grandmas and even great-grandmas who still love to do their sewing. They are the ones who have the time and they are not “computer-savvy” like the rest of the world is. (I happen to be one of them) DON’T FORGET US!!!!!! We are the ones who have the time for sewing for our grandkids, charity sewing,making gifts, decorating our homes etc. I feel at home at those tables and chairs that I’ve used for years, since back in the 50s., and before that, sitting there with my mother. They may be “oldies” but they are “goodies”, just like us. Nice to see that some things still remain the same.
I agree with Vallorie too! Browsing through those catalogs is something I love to do, and many times end up getting patterns (when they are on sale) that I didn’t know I wanted! Digital is fine for a lot of things, but some things are good just as they are. How many screens would they need so that people wouldn’t have to wait in line? For those of us that are not in a hurry for everything, sitting at the pattern table and browsing the pattern books is part of our fabric store shopping experience. And I like that all the patterns are available, because I really don’t want somebody else deciding which patterns I would want, so they get to be in the cabinet. I also don’t want somebody deciding what fabric I should make a pattern out of and displaying them that way. People that sew a lot are creative and don’t always follow the suggestions on the pattern envelope.
I personally love looking through the books to find the right patterns I need. I think the system works. I don’t like searching on line for them, I like being able to flip through the physical book. And I like having the physical pattern in numbered order. While it is nice to see some patterns out for inspiration by the fabrics, when I was beginning to sew garments, the books were my favorite thing to look through and still are years later.
I’m young-ish (early 30s) and got into sewing about 6 years ago; I learned to sew because I wanted to make clothes, and that’s still what I make. Early on my focus was vintage, so going to JOANN and using their resources wasn’t how I shopped. Once I broadened my horizons and shifted to more modern garments, I used the pattern company websites to browse their catalogs and make my choices. (Pattern Review was a big help in this, as people would link to newly-released collections and discuss them.) Nowadays I keep a running “shopping list” of patterns with my Google account, and anything I want goes on that list for the next sale. When I get to JOANN I just whip out my phone, open the list, and go straight to the pattern cabinets. Easy!
The self-service aspect of the pattern cabinets is very important to me, and I hope they never change that. I am glad they make the books available too: one shopping method won’t work for everyone, and some folks just prefer the book to the internet. (That said, I have zero patience for people who shop by opening every drawer and trolling through the pattern numbers one by one while blocking everyone else from getting what they want–so rude!) My only real complaint about the cabinet system is that the number ranges on the drawer fronts aren’t always updated as new pattern numbers are released! =)
PS: At the concept store, the number of patterns they keep on hand is noticeably smaller compared to other JOANN stores; there was at least one trip where I wanted to buy a pattern that wasn’t even old, but the concept store didn’t have it due to their narrower selection. (And I don’t mean that they didn’t have any copies left–their cabinets didn’t even go back to that number!) That put me off doing my pattern shopping there, so I go to a different JOANN for those trips.
That’s interesting. Since the concept store is a place to try out new ideas before implementing them in all of the stores I wonder if offering a smaller selection nationwide is in the plans?
I love technology and think it can thoughtfully be intergrated into lots of things, but in this case, I think the books are kinda great! People who want to internet browse still can at home, but those who are uncomfortable with computers or tablets (not just old people! The digital divide is a real thing!) aren’t forced to use them.
I can also imagine that the technology wouldn’t always work, and then the overworked store staff would be called in to troubleshoot. There would also need to be a replacement schedule, because things do get out of date so fast. I guess I sound like a Luddite, but I’m not, I promise! I can just picture now the cool tablets that each have “out of order” signs slapped on them, and no way to browse patterns at all…
Gosh, the pattern table at Joann (or any fabric store for that matter) brings back extremely fond memories for me. Although I’m more of a quilter, I got there, first, by being a garment sewer. I used to sit at that pattern table as a kid, next to my mom, thumbing through all the beautiful pattern books. We’d look at patterns together, my mom asking me if I like this or that style. For herself or for me. I was JUST at that very pattern table on Sunday, picking out a really cool Simplicity pattern S8856 that I’ll be making out of some pretty bright olive green linen that I plan on embellishing with some line work floral embroidery. Sitting at that table allows me to just be in my sewing creative headspace, thinking about whether or not the pattern will look good on me? Do I have fabric in my stash I can use? How can I modify the pattern to my liking? Love being in that creative space, and that table allows me to go to a very favorite place. I wouldn’t mind a monitor to scroll through, but I WOULD mind if the patterns available at the store were limited. That sort of defeats the purpose of instant gratification. Otherwise, I can just do that from home on my laptop, order the pattern, and wait for delivery. The whole idea of going to the fabric store is to be able to “buy it now”.
I have always enjoyed looking through the catalogs. It is a fun way to shop. Not everything has to be fast all the time. Looking on line at patterns isn’t as enjoyable for me. I like helping myself to find the patterns. I remember the time when the clerk had to get the pattern for you. So JoAnn’s has been a big part of my history.. That was also when there were several fabric stores in a town. And when JoAnn’s sold more seeing items than craft items. But I really loved that store. Sewed a lot of clothes back then.
I always found the pattern desk at Joann to be crowded, with customers fighting over the books. Eventually, I learned how to research the patterns online, write down the numbers, and just go straight to the cabinets at Joann. There, I’d often find the patterns that I wanted to be out of stock, but this was useful when there was a pattern sale, and I’d arrive with a long list so that I could pick up 10 or so patterns at a deep discount price.
I like to browse the pattern books in the store. As I can immediately look at the pattern envelopes AND the instructions sheets which have the drawings of the actual pattern pieces. I also look at the layout diagrams to see if I need to tweak the layout. Can’t do that online. It has saved me from buying patterns that won’t work for me. I have often guided other customers to better choices of patterns for their projects. I do a lot of mental planning, designing and dreaming while looking at the books. I hope they don’t go away.
Well, I love the old-school look and feel of their pattern section. It’s enjoyable to spend a few minutes flipping through a big fat book of patterns and sometimes chat with another sewer there. And as someone else mentioned, once you have the number,you can find it quickly in the “mushroom colored” file cabinets!
I look at a computer a lot – it’s nice to be away from monitors while shopping.
I agree. We need some “down”relaxing time to spend on us. If I go to the store , Joann’s , this is some my time to spend and not having to look at a computer screen more!
I enjoy the catalogs but they REALLY need to update the cabinets and tables/chairs. I would do a digital catalog- but sitting down and flipping through the real thing works for me.
I’m not able to shop in person any more due to health issues and the main stores here being quite inaccessible (one at all, another only by wheelchair for me, with a paid person to take me). I used to spend hours and hours looking at the pattern books, at least partly because it was the only place to sit down! John Lewis, Mandor’s and Remnant Kings all kept the drawers (those same ones in your pic) locked, so you could browse as long as you liked, but you needed an assistant to get the actual envelope out for you and then you had to buy it immediately, you couldn’t walk round the shop with it choosing fabric. They seemed very fearful patterns would be damaged and that the shop then couldn’t return the unsold ones to manufacturer.
I do see advantages for a moving picture, but one of the most valuable things for me was the line drawing to assess the style, and looking at the fabric requirements tables to work out would I’d need, or could use that I had.
I am very pro sitting down, thinking and having the fun of a dreaming browse. Digital doesn’t really work the same as those big books.
Recently retired at age 71 and I use the Joann table to thumb through all the wonderful craft books in a case nearby. It is one of my “chill out “ locations where I sit and dream😊.
Agreed. Good place to scrutinize fabric options too.
Although I have not shopped for a pattern in a long time (I have lots of basic patterns and modify them as I want), I have lots of good memories of sitting at the tables and looking at the patterns. There used to be an employee assigned to that area, whose role was to answer all questions to do with sewing, fabric and notions, AND to open those mysterious cabinets. The first time I went after it became self-service and I slid open a drawer of one of the cabinets, I felt as if I was getting away with something! I actually own a couple of old pattern books which I keep to give me ideas. I would probably not use a computerized kiosk; flipping pages is much easier than loading screens.
The last time I went shopping for fabric, the store didn’t have those tables at all. They had a service counter with the pattern books atop the counter, approximately 4 ft high. Yes, too high to peruse the pattern books for very long, and no place to sit at all. The patterns were in those matching file cabinets, behind the counter… barred to direct customer access. You had to ask the sales lady – if you could find her – to get the pattern you wanted in the size you needed. Not too customer friendly. But, to give you an idea how long ago that was – the patterns came one size to an envelope. Multi-sized patterns (those with several sizes in one envelope) had not been introduced yet.
The table is very familiar to me. I must admit I don’t sit there as often as I used to, but the ability to compare and choose from all the books and sometimes buy a combination of patterns for the look you want while you are at it, is wonderful. I’m probably older than your average viewer and I’ve been actively sewing for over 50 years, and on the same old sewing machine I got for Christmas in 1968. New isn’t always better, believe me. I’ve even been known to scour the thrift shops for old vintage patterns. I’m sure they will go away, and sounds as though they are well on their way, but I for one will miss that comparison without having to jump from site to site and hit the back button. I am a seamstress first and a quilter second.
Yes, I “still” regularly use the table and a chair to browse large seasonal “look books” before purchasing patterns at Jo-Ann’s and Hobby Lobby ~ I purchase several patterns in an individual seasonal visit, so that’s four times each year. (It is more difficult at Wal-Mart’s sewing area with only a standing-up option to browse their two books on top of the pattern cabinet.) But if I am waiting for family members elsewhere in the store, you’ll find me there as I use the time to plan sewing projects of clothing for myself, my daughter and my grand-daughters. I do sew clothing and accessories for men in our family, but my older patterns at home are what I use for the guys.
The table and chairs are a part of JoAnn’s and the kids of today need to know how to use the books. Plus not everyone enjoy using their computer, etc. for everything in their lives. Somethings should be left alone.
The table and chairs are a part of JoAnn’s and the kids of today need to know how to use the books. Plus not everyone enjoy using their computer, etc. for everything in their lives. Somethings should be left alone.
I love sitting at the table at Jo-Ann’s and Hobby Lobby. It brings back good memories of searching for patterns when I was growing up. I have met some lovely people at the pattern table and have been able to talk ideas out as well as get valuable opinions from unbiased “new friends”. I have often helped a new/young sewest who is floundering and struggling with finding the right fabric or understanding what all the writing on the back of the pattern means, it gives me great joy to help those learning about the world of textiles. I would be saddened if they did aways with the pattern books, tables and chairs, it’s not always just about finding a pattern, it’s about connecting with others who share a passion for the same thing I do.
OMG, let me get away from the screen for 30 minutes and look at the books! I spend way too much time on the screen and my eyes are screaming to put it down.
Now, I have a 60+ year love affair with pattern books since my mom had a fabric store in the 1950-60’s and one of my earliest jobs was keeping the drawers tidy, racking the incoming patterns and pulling those being discarded. So I love sitting at the table in Joanns, perusing the books. I’m so grateful we still have paper patterns that I don’t have to print out on 8.5 x 11 paper and tape together before I can sew anything. Please oh please, don’t let this go away. And don’t make me chase all over the store trying to find patterns – put em all in the mushroom drawers.
Even if they’re not often used for browsing sewing books, I very much appreciate them as a place to collect myself and organize the items I’m considering for a project. (Am I the only one who ends up with a cart overflowing with bolt possibilities and a bunch of bits and bobs that I need to sift through before committing scissors to fabric? 🤣)
It would be catastrophic if pattern catalogs were to go by the wayside. Yes! JoAnn should definitely update the decor of the pattern tables and cabinets. The whole industry should be focused on making sewing ‘cool’ again and if some new furniture is all it takes, do it! The pattern catalogs and the hours spent looking through them used to be the heart of the home sewing experience. Abby, the ‘greatest generation’ of home sewers, me included, has responded to your request for opinions to this blog article. The value of pattern catalogs and role they play in home sewing, past and future, shines through in many of the comments shared. Pattern catalogs are actually the blueprints of fashion. They show the construction lines, the fronts, backs, the adaptations, the limitations, of any design. More importantly, the time spent reviewing them trains the brain to see detail, structure, logical sequence and the ‘mother load’ of any design skill–the ability to visualize a shape in a different color, pattern, or texture. This ability to visualize is so important in the craft world and in any endeavor really. To see a pattern, for any finished project, not just garments–a flower garden, a quilt, a patio, a story line, and then be able to see it in a different color or print, or texture, or language is life altering. A skill that will be even more important in the 21st Century. In my 15 years as a quilt shop owner, I saw firsthand with my customers how handicapped you are if you lack this skill. You mentioned you never sat at one of the tables and looked through the books. I urge you to please do so. Look through the whole book! Take your seventh grader along. Have a conversation with her while you do. What does she like? Would you look good in an outfit like this, etc? Knowing this whole world of opportunity is at your fingertips and that YOU CAN MAKE THIS could be a remarkable experience for both you and her.
I just want to go, find a pattern I like and then get it out of the cabinet and be on my way. If Joann’s is the only place to get them, then nothing breakable should be used to look them up because they never fix anything. Books don’t need a repair person… keep it simple and allow for instant gratification without me having to print 400 pages and tape them together to get a usable pattern. Setting patterns all over the store sounds like a nightmare. I find things in the books I didn’t even know I needed.
I use the pattern books every now and then for all sorts of things. I would never want the table area to go away. Nor would I want to use a computer screen – despite the ease it could bring. Sadly the comment is correct that if a computer monitor of patterns were available, it would be glitch prone and left unusable. Just like choosing wallpaper patterns, a book is still the most efficient way to go. Digital garment patterns are still in their infant stage and not dependable. Let’s not eliminate what works.
I’m 70 so my entire sewing career (all 60 years of it!) has been spent sitting on those odd little chairs and grabbing the huge paper pattern books, writing down what I like on the little pieces of paper with the tiny stub of pencil, and finding my pattern in the huge cabinets. I always notice how polite everyone is; nobody hogs the books and everyone is willing to share. Almost no one tears out pages and only once I read a rude comment in the large size pattern section. But I have discovered the use of my cell phone to take a pic of the pattern. I have so many patterns (I think that alone is a “hobby”) that often I don’t know if I own it. So after I take a pic I go home to my battered Vogue pattern cabinet (a steal at $20 from a local thrift store) and look through all my patterns. Yes, they are separated first by style (coats, pants, dresses etc.) and then by type (Vogue, Simplicity, etc.) and then, Type O that I am, they are CONSECUTIVELY NUMBERED IN ORDER. I may be slow on the uptake, but I had a brain explosion about a week ago when I first looked in my cabinet, then turned my head to the left and glanced at my computer. Eureka! I Googled the pattern name and number. So now I am doing what so many of you are doing, using technology to make things go faster. Jo Ann’s is…well, it’s just Jo Ann’s. If there was another store, I’d probably go there, but there isn’t. The only thing I am dissatisfied with is that on major cheapo sales ($1.99, 5.99) many of the sizes are all taken. And one time when I realized the pattern was out of print, I went on Amazon or eBay and purchased a new, uncut pattern. It was more than the sale price, but I found it so am happy about that. I think my days of sitting at the cream colored table on the uncomfortable chairs are nearing an end. But I have had decades of happy times looking at patterns. Now I’m graduating to The Thread at Fabrics-store.com for the most outstanding linen fabric and their PDF patterns. I haven’t mastered that concept yet but I’m sure that’s next. I think I love technology as much or more than I do sewing.
We have a way of rolling out the new and getting rid of the old in our country just to “modernize” (sometimes it applies to people too). Some things are worth keeping. The thing I love about Joann’s is that there IS a place to sit at the table and decide about projects and purchases, whether books or patterns. There’s only been one time in 40 years that they didn’t have the pattern I needed (I’ve been sewing, quilting, etc. since high school). I work on a computer all day (and sometimes at night as well), and the last thing I would look forward to is sitting in front of another computer screen at Joann’s. Another thing I love about Joann’s is that it embraces all levels of expertise and all ages. It’s one thing to fix what’s not working but quite another to replace what isn’t broken. All the feedback here has shown me that people not only have nostalgia about the pattern tables but also want to have the experience of sitting and leafing through the actual pattern books. (I can remember the days when you had to wait in line for the different pattern books because it was so busy!) And don’t discount the human factor too. Those at our local Joann’s are so helpful and respectful (and some of them are really funny too). When I’m missing friends and family, I just go browse the aisles and get my estrogen hit. With all the great ideas left by people on this issue, it will be fun to see what happens in the future. I think on this particular issue, there’s room for everyone at the table(s).
I too am someone that grew up in the Home Ec era and also learned to sew because I was surrounded by family members who all knew how to sew and make clothing (and other handicrafts). I’m now primarily a quilter but have had aspirations for a few years now to get back into garment making. I have shopped at Joann’s and at the websites (which I believe are now consolidated into one site) of the big four to purchase patterns. I’ve also received patterns as part of the class supplies for Craftsy (now Blueprint) sewing classes I’ve signed up for.
I admit I like the idea of having a way to digitally view the store’s catalogs and pattern stocks while at the store and particularly like the suggestion someone made of such a system to be linked to the store’s fabric stock. It would be awesome to be able to see the pattern designs rendered in the actual fabrics in the store (the way I can load manufacturer’s fabrics into a quilt design in EQ). However, I also agree with those that question the reliablilty digital kiosks — it would be highly problematic if they went down on very busy sale days!
I’m not a fan of “print your own” patterns and the extra work to paste them together (and this is even before making alterations to them which might require further slashing and pasting!). I do not see that as an efficient option done in a retail setting at the store, again, especially on high volume sales days. That has kept me from buying some of the newer indie patterns sold online. I might be more open to it if I had the skills to work from a basic sloper which could be downloaded and pasted together once and then just add features to it to when needed to create different styles. However, I’m not sure most casual sewers would be interested in developing that advance level of skill just to make digital patterns easier to use. In a retail store, floor and shelf real estate have to contribute to the store’s bottom line proportional to the space allocated to the items for sale on them and I do wonder if in the current craft climate they do so enough that they are not under consideration for being “downsized”.
I love that your JOANN has pencils. That feature used to be common but is unfortunately now lacking from the pattern tables in most Southern California JOANN stores. Back in the day they used to provide both pencils AND paper. Now I have to rummage and hope I have both in my purse.
I agree with those who like to sit and touch paper and see what fabrics and styles are trending in the books. I could certainly browse patterns online before heading out to shop, but for some reason I don’t. I too use the seating to sort prospective purchases if there isn’t a pattern sale and the area isn’t crowded.
What would REALLY help is to have the pattern number range labels on the pattern drawers correct. It’s frustrating to use the drawer labels to go to the drawer where the pattern is supposed to be and find the range is wrong. Often times the pattern ends up being 2 or 3 drawers away.
I also like the current self-serve setup because sometimes the pattern books and definitely the pattern jacket act as a reference for the yardage and notions needed for a pattern I’ve previously bought. I can quickly scan the book, find the pattern, check the back of the pattern jacket for exact details then put the pattern back where it belongs. This has helped when I’ve gone to buy interfacing or a zipper and forgotten the exact details of what I needed. It helps even more when I impulse buy a fabric I love and need to know how much to buy to make the pattern that’s in the drawer at home.
Instead of putting the actual pattern by the fabric, put a pictures of relevant pattern fronts by the fabric. That would accomplish helping people visualize what they could do with the fabric and keep the actual pattern inventory all in one place in the drawers. Quilt shops do this with quilt patterns. They put a picture of the pattern next to the specialty fabric featured in the pattern with a note saying which rounder or shelf in the store houses the pattern. A fabric store wouldn’t need to give pattern location since all patterns are housed in the same place but could provide a tear-off or sticky with the brand and pattern number.
I too agree that the old tables and chairs in JoAnn’s are comfortable to many of us, and serve an important purpose for sewers. I’m not a big apparel sewer, but when I want to make clothing, JoAnn’s table/chairs and pattern compartment, are where I’ll go!
If I was the CEO of JoAnn, I’d ditch the catalogs in favor of touch screen tablets that let customers browse the pattern offerings the way they do online. Customers could choose whether to shop by pattern brand or whether they wanted to look at all dresses/skirts/whatever garment type across ALL of the pattern companies, even search using keywords like “trumpet skirt” or “Princess seams,” and then when they’re done selecting patterns the list would be sent to a stock person who would pull the patterns for them. (Eliminating the self-service aspect of the pattern filing cabinets would reduce the frustration when customers pick out patterns that are out of stock or not in the drawers, as the store could keep more accurate inventory this way and customers could see which patterns were out of stock in their size while browsing on the tablets). I’m envisioning that we still have that same long table with the chairs, but it’s full of little iPad type devices attached to the table in front of each seat, like what they have at Chili’s for ordering additional drinks, appetizers and desserts, or the touch screens for ordering at Panera’s. Even better, when you sit down at the pattern browsing table, the home screen on the tablet could give you options for browsing curated collections of patterns like “Recreate This Year’s Hottest Oscars Looks”, “Fresh Off the Runway”, “Trending On Social Media,” etc. And one more thing: If I was CEO of JoAnn’s, I’d invest in a large format printer for every location and cultivate business relationships with the best Indie pattern designers out there so that customers could select from Indie pattern companies’ lines as well and have their patterns printed on demand right there in the store. No more taping together! If JoAnn’s wants to capture or recapture a larger share of the fastest-growing segment of home garment sewing enthusiasts, they need to create a better shopping EXPERIENCE for customers in their stores.
Along with those changes, I think JoAnn’s needs to stock some better quality basic garment fabrics. It’s telling how many commenters are saying that they will get their pattern from JoAnn’s but won’t even consider shopping for fabric there. Like a nice quality denim with a bit of stretch, rayon jersey in black and basic color ways, at the bare minimum.
Large format printers for printing indie patterns at JOANN would be such a huge bonus!
But computers don’t create a better shopping experience for everyone! There are many people like myself that like the way pattern shopping is currently set up and don’t want technology invading every aspect of our lives. Everyone already has a pint-sized computer in the palm of their hand…..why can’t customers who want to use a computer just use their phone? Many commenters here are saying they already do that. Why take away the catalogs just because some people don’t like to sit down and flip through them? There are PLENTY of things in that store that I never even give a second glance. I don’t want the store to get rid of them just because I don’t use them! I think two things would happen if Joann’s switched to computers for pattern shopping and added very expensive printers to every store: 1) Prices would rise astronomically; 2) They would go out of business. Just my 2 cents. 🙂
I believe the catalogs and the cabinets that hold them are the property of the pattern companies. That is why they are uniform across most retailers. The tables and chairs are JoAnn property. JoAnn could update the furniture and surrounding square footage dedicated to them to make them more appealing. But most of the expense/governance of patterns and how they are marketed is in the hands of the ‘big guys.’ (really just one or two now with recent acquisitions) Would indie pattern folks contribute to the expense of large format printers? You have garnered enough commentary in this post to take this question to the real folks ‘behind the curtain’ and find out what their current mindset is and what the future of pattern marketing might look like. I would love to know!
Yes, you’re correct, Jeannette. The cabinets are provided by the pattern company which is now CSS Industries. The patterns are sold on consignment.
One thing about printing out a pattern is the paper used is thick and unwieldy. For storage I prefer traditional thin paper. If I love something enough I will retrace the pattern on a thicker paper. Also, I agree with someone that waiting for the staff at JOANN to print a pattern out sounds like a recipe for frustration! Self serve is great. Maybe a little high tech and a little low tech! I like the idea of having a monitor to preview patterns on a live model. That makes a lot of sense. I mostly buy my Vogue patterns, ie: Marcy Tilton etc, online through their website. Indy patterns I get through my great local fabric store. I really try to go to JOANN as little as possible. I can’t stand the lighting.
It was interesting to read the variety of comment posted here. I was sitting in one of those seats at Joanns on Monday, looking through the pattern books for a coat pattern., and loving having some time to peruse through the catalogues at a leisurely pace. I too, have fond memories of sitting at those tables with my Mom and with my children, choosing Halloween costume patterns.
I prefer patterns that are already printed, rather than pdf patterns that need to be taped together. Lots of tape and time are spent getting pdf patterns together. I’d rather get to cutting and sewing!
I’m a fan of keeping the chairs, tables and pattern books. It’s a great place to dream….
I usually look at the patterns at home online and then list the ones I want on my phone to take to the store. I also look at the Joann ads online and note the sale dates for each brand. The problem with the print catalogs is that they don’t have enough information — yardage, for example — so you have to pull the pattern from the cabinet and look at the back of the envelope to see all the details.
I like the pattern books and have fond memories of looking through them with my mom. But these days I usually have my own kids in tow, and I’m just running in to grab a pattern I found online, plus maybe some matching thread or zipper for a project. I rarely ever take the time to flip through the books!
I do wish they would update the numbers on the outside of the drawers, or just take them off completely!
I’m in the Bay Area and the fabric stores are constantly understaffed, likely because of the high rents and difficulty sustaining a retail business and pay a living wage. The pattern cabinets are a disaster, misnumbered and with rampant misfiling. Print on demand would be a huge boon and if we could print independent patterns there for a fee, that would be a bonus. I’d love to see the change, with or without the pattern books vs onscreen browsing.
Even when I know what pattern numbers I need to buy, I still like to sit and rifle through those big pattern books. Talk about a welcome break from reality and technology! I can see where a kiosk would be great for some who like to get in and out, but when I go to Joann’s or any fabric/craft store, I allot myself HOURS to wander or sit and plan and create in my head. Those pattern books are integral to that process. The line illustrations have always been more helpful to me when garment sewing and they are just better in print than on a computer screen. Update the chairs and tables if you like, but if they ever do away with those big luscious pattern books, I will cry myself to sleep!
While I do sometimes look at patterns online before I ever go shopping in a store, I would never want to do that in-store. I can flip through a catalog with lightning speed compared to scrolling on a computer screen! If stores began switching to computers, I may as well just stay home and do all my shopping online. The whole kiosk idea reminds me of the McDonald’s in our area. They are all switching to kiosks where customers have to place their own orders. I find this very annoying and time consuming and I wonder how long we will have to put up with it. Why should I learn how to navigate their computer system when they have employees that can do it in a matter of seconds? If every restaurant and store did this, think how many systems customers would have to learn! They still have cashiers standing around waiting to help people like me who don’t want to use the machines. So, what’s the point? I don’t hate technology, but I don’t enjoy using it for everything. I’m 40 years old, come from a long line of sewers and quilters…been sewing/quilting for almost 20 years, and am a visual organizer/creator. If I couldn’t flip back and forth in a book to quickly compare patterns, it would drive me crazy. Having patterns displayed all over the store would be visual chaos for someone like me. I guess I’m a little bit “old school”. Yes, the beige is kind of outdated. But so are my kitchen cabinets. I was raised to believe not everything has to be new to work well. You know, “If it ain’t broke, don’t fix it!” One day that beige will be called “vintage” and it will be cool again. I’m personally willing to keep the “card catalog” pattern filing system, lovely catalogs to flip through and the beige furniture because they work well and keep more of my money in my pocket!
Hi. I just read your article and I am late on commenting, and what I have to say may not be relevant to what you are asking.
I find Joann’s to be depressing. It is suppose to be an inspirational place, but it is not. There aren’t independent type sewing stores in my area and feel like a live in a backwards State of Texas-I’m not sure about you and the area where you are located. There are quilting shops, but they don’t have all the dress patterns, which Jo Ann’s has etc….This may come across as negative and I attempt to be positive, but mostly I am positive because that is the way I am naturally. However, I am trying to be truthful and this is what Joann’s is a very messy company. I have purchased and sat at those tables and have sewed costumes or clothes from those patterns. What I have found is there is no love put into those patterns found at Jo Ann’s. The armhole is never adjusted if you are making a sleeveless dress etc….Everything has become mass produced with no real thought put into anything. I love technology, but I love old school as well. Should everything go via the computer? What about hard copy? I believe we should worry if we go completely computer no matter what device we choose to use. I still go to Jo Ann’s sometimes with a coupon and sometimes without one. I find it ironic that Hobby Lobby and Walmart can keep their art and craft sections better organized than Jo Ann’s. I don’t remember the name of the other fabric company, which went out of business not too long ago. It use to be called Fabric Warehouse before they changed their name-then went out of business. This large fabric company went out of business because the people didn’t support it nationwide and here in the city where I live in. The following is what I find strange. Jo Ann’s decided to go into that space once that fabric company left. They do this a lot here. If a large fabric company didn’t make it in a certain space why would someone come along and put another fabric store in the same location? A Hallmark store went out of business at a certain location then another small independent card gift shop took its place. I think this strange. If a large company like Hallmark couldn’t make it why would this small card shop think it could? However, I also understand that an independent business can be successful where a large company cannot. And this is why when I began this reply I said what I was going to write would probably not be completely relevant to the question you were asking. Thank you and wish you the best with your endeavors. I find you interesting even though I may not follow you each and everyday like some of your other readers. P.S. when I compare vintage patterns to the new patterns there aren’t a lot of details on the paper pattern like the new patterns and not a lot of the directions on the newsprint on how to construct the pattern is lacking as well, which doesn’t prove helpful to a new sewer.
Since the McCalls/Simplicity pattern merger I HATE IT. We will not be able to buy Simplicity patterns on sale at 99 cents or 1.99 anymore. They are now on sale price of no lower than 5.00 each. Now that they, the pattern makers, corner the market they are sticking it to their customers. Joann’s prices reflect that.