From wish to product – the design process with Wish

At Toive, product design does not happen behind closed doors. Our name says it all – at the heart of design are our customers’ wishes and the idea of ​​co-design. When our customers’ wishes and needs guide product design from the start, we can offer exactly the kind of clothes that people actually want to wear. That’s why we listen, ask, research and develop so that every garment is the fulfillment of your wishes. But what kind of journey does a product take from a wish to finished product? Let’s take a peek behind the scenes of our design process.

Customers as the starting point for design

It all starts with listening to our customers and doing research. Our website has a Toive Box open all year round, where anyone can leave product-related wishes anonymously. These wishes are not left gathering dust in the archives, but are reviewed regularly and are an important part of the design work.

In addition to the Toive Box, we organize a larger customer survey each season, which surveys, for example, the most desired clothing models. The purpose of these surveys is to map out what our customers' favorite clothes are that they really want to wear. We also get important information about what products they would like to see added to the different categories of our selection, for example. During the product development process, we also involve our customers in giving their wishes regarding details, such as what kind of pockets or hem they would like for a new dress model.

We can't possibly fulfill every single wish, but based on these wishes and inquiries, we start designing products that have been repeated in the responses. For example, repeated requests for a certain type of dress have led to its addition to the selection.

Sustainable design and materials

Trends are undoubtedly visible in clothing and fashion. The world around us and everything we see around clothing unintentionally influence each of us. However, trends are not the starting point for our design, which is why we do not jump on the bandwagon of passing trends. Instead, we focus on long-term trends, the needs of our customers, long-lasting and time-resistant designs, so that clothes are not only stylish today, but also years from now.

We also take into account our customers' material preferences. We use high-quality, durable and as ecologically friendly materials as possible, where responsibility primarily means long-term durability. That is why, for example, recycled polyamide has been added to our trousers at the request of our customers to improve wear resistance.

Once the material choices have been made and the products in the new collection have been designed, we organize a survey on Instagram. On Instagram, customers can vote on new colors and patterns, so future collections are truly created together. In the design, we strive for color versatility and take into account the color families from the color analysis. When choosing new colors, we take into account the colors voted for by customers in Instagram surveys and what new colors are desired for which products. In addition, we take into account colors that have previously been on sale and are still in demand.

We also reflect our wishes on the data in our online store, as we only want to manufacture products that sell and end up in use. For this reason, we occasionally introduce only a small number of certain products or color options into our range at first. This allows us to quickly react to which products are not interesting and, on the other hand, to introduce more interesting products to our range.

Product development based on wishes

Customer feedback, reviews and wishes are also key in product development. In this way, co-design with our customers is a lifelong journey for a product. If any development areas are identified in a product, we react to them quickly. Quality challenges are fixed, fit is improved and details are refined to be even better.

At Toive, designing clothes is not a solitary job, but a collaborative development with our customers. Every feedback, wish and idea drives us forward towards better products – clothes that feel like your own, last over time and that you enjoy wearing.