【KITSUMU】Customer Survey - Pillowcase Edition

The KITSUMU silk-cotton pillowcase was added to ITSUKI's product lineup in 2022, a company that previously only dealt in nightcaps.

We conducted a survey among customers who are actually using KITSUMU!
(Thank you to everyone who participated)

The feedback we received was not only useful for me, the designer, in product development, but also contained information that would be helpful for those considering a purchase, so I have summarized it to share with everyone!

• KITSUMU: Silk-cotton pillowcase
  
• The fine-textured silk-cotton on the skin side reduces friction from tossing and turning, which can damage hair and skin, helping to prevent bedhead and skin irritation.
• Additionally, the back uses 100% cotton fabric. This solves the problem common with general silk pillowcases where they are slippery during use, making it difficult to keep the head and shoulders stable.

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Overall satisfaction score is 4.1 points!

On a 5-point scale, the average score was a high 4.1 points!

Looking closer, 70% of respondents gave a 5-star or 4-star rating. We are delighted with the high level of satisfaction.

Next, let's move on to the sections on positive aspects and desired improvements experienced through actual use.

More than half of respondents felt an effect on their hair.

The most common feedback from actual use was "the silk texture and sleeping comfort are good" and "satisfied with the design," which was felt by 70% of respondents.

The next most common feedback was "bedhead improved / hair quality improved." Approximately 60% of respondents felt that the KITSUMU silk-cotton pillowcase had a positive effect on their hair.

Additionally, about 20% of respondents said that "skin irritation was reduced."

The most requested improvement was size variation.

Approximately 40% of respondents stated "no particular requests" for improvements.

Following this, more than 20% of respondents requested "larger sizes" in terms of size variations.

Next, we will introduce the feedback from 5-star and 3-star respondents, divided into positive aspects and desired improvements.

Feedback from 5-star (highest rating) respondents

Positive aspects

• Bedhead improved / hair quality improved (70% of respondents)
• The silk texture and sleeping comfort are good (60% of respondents)
• Satisfied with the design (60% of respondents)
• Skin irritation was reduced (50% of respondents)

Desired improvements

• Want larger sizes, want more size variations (30% of respondents)

Feedback from 3-star (lowest rating) respondents

Positive aspects

• Satisfied with the design (approx. 60% of respondents)
• The silk texture and sleeping comfort are good (40% of respondents)
• Bedhead improved / hair quality improved (approx. 30% of respondents)

Desired improvements

• Want larger sizes, want more size variations (over 70% of respondents)
• Strengthening of stitching, etc. (approx. 10% of respondents)

Summary

As someone involved in product development, looking at survey results is both exciting and a little scary... I was nervous opening the results, but I'm delighted with the high ratings of 4 stars or more.

The desired improvement from customers that can be inferred from this survey was a request for larger sizes of the KITSUMU silk-cotton pillowcase.

We have received requests for larger sizes before, but even if we make them larger, everyone's pillow sizes are probably varied... What kind of pillowcase could accommodate a wide range of pillow sizes? This is a point that is troubling the designer, so if there is a brilliant idea, I would like to commercialize it.

Please use these survey results as a reference if you are considering purchasing KITSUMU! I confidently recommend it, especially for those who want to prevent friction from tossing and turning during hot summer months without wearing a nightcap, or for those who find wearing a nightcap bothersome.

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