The Sparrow
Project Canvas - What we learnt from our customers
Project Canvas began as a customer-driven project in our research division. The project sought to explore and expand new boundaries in terms of design, fabrics and construction methods by involving our customers in the R&D process. Items were attractively priced in order to get as many responses as we could. Customers were polled shortly after receiving the items, which provided valuable feedback and insights into the direction of our future productions.
Of the 99 customers polled, we found that comfort was the most important aspect that affected a customer’s purchase decision, followed by the design and the price.
We then asked our customers for feedback on the specific Project Canvas products that they’d purchased, and we gained some very valuable insights. We’re glad to note that the new stitching and construction methods we’ve employed were well received, as well as the new fabrics that we’d created.
However, we do note that there is room for improvement in terms of the wearability of the products. Here are the main issues that were brought up, highlighted and solved in our latest launch:
1. Dresses are heavy and stiff
The fabrics used previously were made of a heftier weight thus making the dresses heavy and stiff when worn. Lighter weight fabrics were developed without compromising on the quality and the structure of the dresses. Drapes and seams were designed and placed in strategic areas to improve comfort and wearability without making the customers feel bulky. The new lighter fabrics also addressed another common complaint, that the dresses were too warm for the local climate.
Project Canvas: Twenty3 Diaronne Dress
2. Length of dresses are too long
The newly relaunched Diaronne Dress and the new Hren Dress feature shortened lengths that are measured from the center back nape to the hemline. A raised waistline of 1 inch is also introduced to make the body proportion balanced.
Project Canvas: Twenty3 Diaronne Dress
3. Fabric wrinkles easily
The newly sourced fabric is composed of microfiber and a poly-cotton blend that does not wrinkle easily in the wash, saving the hassle of ironing.
Project Canvas: Twenty3 Hren Dress
4. Sizing is not consistent.
The implementation of a stricter grading process will assure the consistency of sizing of all collections in the future. Samples are produced in all sizes and fitted on our in-house models before approval for mass production.
I bought an Airene dress (Size S) last time but the it was loose for me, not like what the sizing has suggested. I did not return it because it is too much hassle. SInce then, i am reluctant to purchase from twenty3. However, i am glad that Twenty3 is gathering feedbacks and is constantly improving.
The length is just nice for me because I am working in a conservative environment. Dresses with short sleeves are also welcomed.
Happy that you guys are collecting feedback on your products. I also feel that sizing is extremely inconsistent across the different designs, I usually choose XS to S but some of the S-size items are too tight for me, that tells how inconsistent the sizing is. Also, regarding the point that material is too warm for our climate, i feel that sometimes lining is done when it is not necessary. I cut away the inner linings for at least 3 of my dresses because it’s simply unnecessary, the material is already thick and cannot see through in the first place, the inner lining simply makes the dresses super heavy. Hope to see improved products in the near future :)