1. Big Idea Canvas (Initial Assumptions)
1) Big idea in one sentence
Contemporary Loungewear that people can comfortably wear at home and pop out
2) Pain of Customer
A. Target Customer: People who spend lots of their time at home. Homer workers, People like to slop out. People like to stay at home. In the analysis of the current market situation, it is clear that a large segment of clients lack the modern clothing in the market and tend to be unsatisfied. To meet the satisfaction of clients in the market, business owners ought to carry out comprehensive surveys to gain a good understanding of the market needs. In addition, an entrepreneur must find ways of finding a competitive advantage to ensure that products are unique in the market.
Use your promo and get a custom paper on
"Customer Development".
B. What’s the job the customer is trying to perform: They like to spend comfortable and quality daily time at home. They organize and go out to shop on what they need to get the job done.
C. What’s the pain of the customer is experiencing while doing the job: They have to change when they just pop out from home. They wear ugly clothes or uncomfortable clothes.
3) Prescription for the pain
A. Proposed solution to the pain: contemporary (comfy) loungewear
B. Description of the solution to the pain and its key benefits: Clothes that are comfortable with the formal shape of garments by using cutting-edge details and fabrics.
4) Product Hypothesis: Contemporary comfy clothes for people who spend lots of their time at home. People such as home worker like to stay home. They want to wear comfortable but do not want to look cheap. They can’t go out without changing their home clothes to other going out clothes. A contemporary comfy clothing brand could make people allow staying fashionable and gives extra comfort for their living life. Other lounge and sleepwear are not appropriate for going out. A contemporary comfy clothing brand makes traditional classic styles into comfortable clothes by using technical fabrics and details will be able to solve these problems. In the process of carrying out interviews, I would overhear women chatting in the dressing rooms and making comments on something that they have ever tried on in their closet. It is clear that women are more stressed than men on the type of clothes to wear and they would generally like to be assisted in making the right choices. In addition, research findings indicate that women approach retail shops through an evaluation of the purchases based on the products and information about different brands. In most instances, women make purchases depending on the relationship that they have with certain brands.
2. Test Canvas
1) Questions
1. Gender: Male / Female
2. How old are you?
3. Which area do you live?
City Center / Residential Area with a reach to most facilities / Residential Are far from other facilities
4. What is your profession?
Student / Creative Industry / Household / Industry / Business Services / Government / Education / Care / Retired / Self-employed
5. Do you work at home?
Fully / Partly / Never
6. Do you spend lots of time at home?
7. Do you invite people to your home?
8. What kinds of clothes do you wear at home?
Clothes that you don’t wear for going out / Sleepwear / Training / Loungewear (homeware)
9. Do you wear different clothes when you are home alone/together/go nearby?
10. Do you change your clothes when you go out within a close distance? (Supermarket, gym, etc)
11. Do you feel ashamed to go out in the clothes you wear at home?
12. Have you had a need to have clothes for home-life?
13. What is important for clothes for home-life? (1~4)
Feeling of materials / Function / Design / Fit lose or tight
14. Would you willing to spend/buy clothes for home?
15. How much would you spend?
16. What kinds of fashion brands do you shop?
2) Interviews based on questions
These Interviews are done at an interior store where people who match with the customer profile would visit. So that, interviewees are close to the customer profile of KASUI. The trends in the clothing markets are channeled towards a wide selection of elements of design. In the last few decades, there has been a proliferation of different designs of clothing. Women are a strong target group because they are always willing to feel better and cannot get enough of new trends in the clothing shopping. Similarly, they have different clothes for different occasions expanding the market. The questionnaire conducted clearly indicates how different customers behave in the market. At times, they prefer changing clothes after a friend visits home. A significant number of women prefer having clean clothes that can be cleaned easily.
A. Female / 35 / Business
She lives in the center of a town. She is working as a researcher of the government. OO doesn’t work at home and believes that home working is not a good way of working. OO spends her most evenings and weekends at home and invites people to the home about two to three times a month. OO would like to wear comfortable clothes but she is a person who wears normal clothes. So OO doesn’t have to change clothes depending on where she goes. Therefore, OO hasn’t considered having home clothes. For her, home wear should be clean meaning easy to wash as well. The home wear should be comfortable that make her move legs easily. Pockets are not really necessary for her because she would carry a pouch anyway. OO doesn’t care home or outwear so there is no extra or less paying for home wears.
Overall: Do not really feel a need for home wear / Clean Look / Moveable / No function /Price doesn’t matter but not too high
B. Female / 26 / Clothing Agency
She lives in a residential area with a reach to most facilities. She works as an agency at home. She spends most of her time at home. She invites friends two times a month but she goes out quite often around the home. She always changes her clothes when she goes out and when there are people at home or even when going to the gym. She wears old clothes or pajama at home. She doesn’t feel confident. She does feel the need for her home life. She would like to have basic but chic but still comfort is more important. Pockets and some function would be beneficial for her. She would spend 50~100 euros for each piece of home wear. She currently wears sports clothes and pajamas at home.
Overall: As a home worker definitely needs home/lounge wears. She feels bothered to change her clothes. She would pay 50~100 euros for minimal/chic/minimum functional loungewear.
C. Male / 30 / Clothing Designer
He lives in the center. He works as a designer and never works at home. He doesn’t spend much time at home though he often invites people to home but not as a home but as a meetup place. Therefore, he doesn’t really wear differently when he is out and in the home though he wears pajamas at home. He does feel bad to wear home clothes for going out but do not feel a need of home clothes because he just wears his out-going clothes. He would like to buy home clothes but do not want to pay much for it.
Overall: Don’t stay home so don’t need home wear. He doesn’t really want to pay for sleepwear.
D. Female / 28 / Business service
She lives in the residential area. She doesn’t work but spends lots of time at home. She works at a bank. She invites friends quite often to home. She wears pajama when she is alone but when there are friends she changes clothes and also when she pops out to local stores. She sometimes goes out to local stores in her home clothes but does really like to wear them. She would like to have special clothes for home. She likes to wear home clothing with a good touch feeling of materials and carrots silhouette and additional function would be better. She is willing to pay for home clothes but wants to pay very low prices.
Overall: She stays home a lot and need loungewear but doesn’t want to pay. The feeling of materials and silhouette are important.
E. Male / 25 / self-employed
He lives at a residential place and works at home. He spends lots of time at home and regularly invites friends to home. He wears athletic clothes at home because it is comfortable. Depends on people he puts different clothes at home and he wouldn’t go out in his home clothes except going to the gym. He would like to have home clothes with nice looking. He wants to have comfortable clothes with nice materials. He wants to have classic designs. He would like to pay a high amount of money about 200 ~ 300 euros for clothes.
F. Female 31/Business Service
She lives in town and performs her duties from home. While she is in the home environment, she puts on a short and a t-shirt. When visitors get to her house, she changes clothes to put on a pajama and pops to the local market for her shopping. She would like to have more clothes to go out shopping. She has the objective to put on more comfortable clothes that are made of good materials. She is willing to pay about 200 euros for the clothes.
G. Male 29/ Fashion expert
He lives in a residential area and works as a fashion expert. In most cases, he invites his friends home and changes clothes while he is in the home setting. He feels comfortable putting on a jeans trouser and a T-shirt as a form of casual wear. However, he would like to put on other comfortable clothes. He goes out to the clothes stores located in the market to look for more clothes that he can put on, especially within the home setting. He has a perception that the home clothes makes him feel good about himself. However, he is only willing to buy low priced clothing.
H. Female 28/ Children’s clothing designer
She works in the center of the town and works as a designer for children’s clothing. On weekends she prefers to remain at home because she does not go to work. As she is in the home setting, she prefers to put on simple clothing that can make her feel comfortable. In most instances, she goes to the gym for some exercises to keep fit. However, she lacks effective clothing that she can put on during exercises. She is willing to shop for sporting clothing and willing to pay about 300 euros. She is really careful in choosing the type of clothes that she wears outside the home environment to feel good about herself.
Male/32/ An expert in branding clothes
He lives in town and works as an expert in branding clothes. He likes to put on official clothing during working days and casual tracksuit in the home environment. He prefers to buy his clothes on online shops to have a variety of brands. In the current development, he recommends his friends to turn to the online shops to buy their clothing. During weekends he attends business meetings putting on a suit. In the home environment, he prefers to wear T-Shirt and a short to feel more comfortable. He is willing to pay about 500 euros for his clothes.
