Story behind the development
of this product
First, we focused on child-raising families, who have the strongest motivation to start home sewing, and conducted repeated research and interviews.
Unfortunately, all the feedback we received from these families comprised negative opinions on sewing machines, for example, “It seems difficult to operate,” “It’s troublesome to take it in and out,” and “It always takes up space.”
However, such dialogue with child-raising families afforded us an opportunity to hear a crucial phrase from them: “Actually, I’d like to give it a try…” This phrase inspired us to change the future of sewing machines.
Changing negative opinions into positive feedback—This is what we aimed to achieve through the creation of a new sewing machine. We completely changed our course of action from making multi-functional, high-spec sewing machines. Based on our new concept, we carried out further research.
"With such ease of use, I guess I can give it a try!”
This is how we created a sewing machine that enables even child-raising families to enjoy sewing casually.