• Project Canvas - What we learnt from our customers

    3 comments / Posted by Barry Ooi

    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. 


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