Product Developer Interview
Born from "compassion"
KINDCARE's original buttons, which have been patented and are designed for ease of fastening and removal
KINDCARE has developed an original universal design button that is both "easy to put on and take off" and "easy to sew." It has also obtained a utility model registration and will be used for the first time on outerwear products for the spring/summer 2024 season, where it has been well received by customers.
This button is not just a "part." It is also a symbol of KINDCARE's manufacturing, which was born from the consideration for small inconveniences in daily life and for all people who wear clothes.
This time, we interviewed the staff in charge of planning and development to find out how the button was created. We will bring you a behind-the-scenes look at the development process, from how it was created to the fine details and future prospects.
1. What prompted product development
Q: Please tell us how you came to develop this product (button).
A: Originally, KINDCARE's apparel products had slanted buttonholes to make it easier to attach and remove buttons. However, the sewing factory told us that it was difficult and costly to mark and process the buttons at an angle. We thought that if we changed the button itself, there would be no need to slant the buttonholes, and we could simplify the sewing.
Also, with diagonal buttonholes, when the button is fastened, there is more slack and it shifts up and down. We felt that we needed to change to buttons that are easier to thread through the buttonhole and remove.
Q: What challenges did you face during development?
A: First of all, we focused on the shape and design, but how do we handle the manufacturing costs and lot size? Even if we make a good product, we can't produce it if the cost is high, so that was the challenge. Currently, the production volume of apparel products with sewn-on buttons is not that high, so the button lot size is naturally small, in the range of 1,000 to 2,000 units. It would have been difficult to realize in Japan, but we found a company overseas that would accept small lots. In order to make the lot size as large as possible, we tried to match the colors as much as possible, such as using a single color of black.
Q: I'm sure there are buttons with a similar concept in other companies' products, so how did you go about differentiating yours?
A: I researched other companies' cases, but I couldn't get detailed information, so I did a lot of trial and error. The buttons of other companies were pointed on both sides, but I felt that it was not necessary to have them pointed on both sides, so I designed it. I also felt that it was necessary to have a moderate curve and difference in thickness, so I made repeated revisions.
2. Development Process
Q: How long did it take from the start of development to actual commercialization?
A: This time, I was able to concentrate on this project, so I was able to complete it quite quickly, in just 2-3 months. I worked on everything from launch to commercialization all at once, and it was great that the overseas manufacturer was able to respond quickly.
Q: What was the most difficult part? Also, were there any unexpected problems?
A: The thickness of the buttons. It would be difficult to sew them on with a machine, so that was a problem.
Q: What was the most fun or rewarding part?
A: I was very happy that it took shape sooner than I expected. I really appreciate the cooperation of overseas manufacturers.
Q: Did you conduct any user testing, including within your company, during development?
A: I had people around me try it out a little bit during the development stage and give me their opinions and feedback. I was encouraged when I got positive reactions.
3. Product Details
Q: What is the most important feature of this button?
A: The curve of the tip is moderately rounded, thick, has a gentle curve, and has anti-slip carvings. If the tip is sharp, it will damage the fabric. The lines are to prevent slipping.
Q: Was there anything you put effort into in the design?
A: We thought it was important for the buttons to be stylish, but when you prioritize functionality, it's difficult to make them look stylish. We tried various things, such as giving them a matte texture and using marble dyeing.
Q: Were there any features or performance points that you focused on?
A: To prevent injuries from the curves at the tip, and to prevent buttons from cracking, etc.
Q: Does it take safety and the environment into consideration?
A: Safety is essential, so we made the curve of the button tip gentle so that customers won't hurt their fingers. We also checked the thickness of the button many times to make sure it wouldn't break when sewn.
4. Target Audience
Q: How did you address your customers' needs?
A: We thought the most important thing was that the clothes should be easy to take off.
Q: What kind of ideas did you use to help customers experience the quality of your product?
A: We made it easier to fasten by making it closer to the shape of a human finger, and added grooves to prevent it from slipping. If it's too thin it will break, so we made it moderately thin and curved. Since sewing it by hand would increase the labor costs, we use a sewing machine to attach it, so we made it thick, large, and shaped so that it could fit into the sewing machine.
Q: After it was commercialized, did you receive any feedback from customers?
A: We have heard from several people that they don't know how to fasten and unfasten the braces, so by showing a video of the fastening and unfastening process, we hope to make it easier for everyone to understand.
5. Future Outlook
Q: Do you have plans to develop similar "easier to use parts" in the future?
A: We are currently considering developing a zipper puller. In addition, although it is not a part, we are also considering technical collaboration with universities via trading companies on functional materials.
Q: Are there any lessons learned through development that you would like to use in future product development?
A: Even if we commercialize something, we feel it needs to evolve in order to make it even better. The buttons we made this time are a little too big for shirts, so we would like to refine them to make them smaller and easier to use.
Q: Finally, please give a message to our readers and customers.
A: We plan to continue developing and evolving products and parts that are easier to wear and use, so please look forward to it.
＜Items using original buttons＞
Women's: Tuck Blouson Nylon Taffeta Vest