The Concept of MAP

The Concept of MAP

Have you ever been researching sewing machines online and noticed that all dealerships have the machines priced the same? Have you ever wondered why this is? It is because of something called MAP.
MAP stands for Minimum Advertised Price.

 

Many sewing machine manufacturers and distributors (Brother, Baby Lock, Bernina, etc.) designate a MAP to each individual machine, and sewing dealerships that sell these machines are not allowed to publish a price below MAP in writing, whether it be on their website or in an email newsletter like this.

 

For example:

  • Machine-X has a designated MAP of $500. If you Google search for Machine-X, you should see it listed at $500 by every dealer who carries it.
  • Dealership-Y carries Machine-X and even though Dealership-Y sells Machine-X in their store for $400, they are not allowed to publish their $400 price anywhere is writing.
  • If Dealership-Y wants to publish a price for Machine-X, the $500 MAP price is the minimum they can advertise.

 

This policy is twofold in my opinion:

(1) To make sure profit margins are healthy enough to foster and grow a high quality customer service oriented dealer network that in turn grows the sewing industry as a whole.

(2) To protect smaller dealers from larger operations with resources to undercut prices (think Amazon etc…)

 

These small family owned specialty shops provide an extremely valuable service to their local sewing community especially in rural and small markets. It’s important to remember that MAP pricing is simply the minimum price that one can advertise at. Dealers can choose to sell the machine for whatever price they want. Otherwise this would be price fixing which I believe is still against the law.

 

The one aspect of MAP that can be frustrating for both customers and dealerships is that in certain cases the dealer is not allowed to tell you the price of their machines in writing. If you want to inquire about in-store pricing, you must call the dealership for more details.

 

Technically this means that if Machine-X has a designated MAP of $500, and Dealership-Y sells it in their store for $400, then Dealership-Y is having a SALE on Machine-X. That being the case, here are some of the machine that we currently have on sale:

Bernina

 

Bernina 770 QE Plus

MAP: $7,999

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Bernina 735

MAP: $5,999

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Bernina 570 QE

MAP: $5,649

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Bernina 480

MAP: $3,499

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Bernina 475 QE

MAP: $2,999

ON SALE

CALL (925)937-7575 FOR DETAILS

Sergers & Coverstitch

 

Baby Lock Triumph

MAP: $5,999

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Baby Lock Accolade

MAP: $3,999

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Baby Lock Acclaim

MAP: $3,499

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Baby Lock Victory

MAP: $1,999

ON SALE

CALL (925)937-7575 FOR DETAILS

Quitling & Sewing

 

Janome Skyline S5

MAP: $1,499

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Janome Continental M7

MAP: $7,999

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Janome Memory Craft 9450

MAP: $5,499

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Janome Memory Craft 6700

MAP: $3,799

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Baby Lock Ballad

MAP: $4,999

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Baby Lock Chorus

MAP: $5,999

ON SALE

CALL (925)937-7575 FOR DETAILS

Embroidery

 

Baby Lock Solaris Vision

MAP: $20,999

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Brother Stellaire XE1

MAP: $6,499

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Baby Lock Vesta

MAP: $3,999

ON SALE

CALL (925)937-7575 FOR DETAILS

 

Brother PR680W

MAP: $11,499

ON SALE

CALL (925)937-7575 FOR DETAILS

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