What we learned from customer feedback and what we changed
23.2.2026 |
Ann Cathrin Schach
Brief overview
Your feedback as a source of further development
Thanks to you, we have optimized our returns portal.
In the event of numerous complaints about a product, we respond quickly with a quality control check.
Your wishes (colors, models, cuts) will be incorporated into product development.
Adjusting our sizing system to better fit our bras to you.
"We listen to you" is easily said, but at SugarShape it's much more than just a slogan. Those of you who work in customer service know that behind every customer message lies a genuine moment, filled with joy, frustration, uncertainty, or enthusiasm. For our team, the most important part of product development begins right there: simply listening. To give you an idea of just how valuable your feedback is to us, we've brought along some of the best examples from our customer service and product development departments.
At the source of customer feedback
Customer feedback isn't a nuisance for us in our daily work, but rather a guiding compass. A good example of this is our returns portal. Many feedback reports in the past showed that the traditional exchange process was sometimes unnecessarily complicated. So we redesigned it: Today, shop orders can be returned much faster and more easily. The result: less effort for our customers and more efficient processes behind the scenes for our employees. A classic win-win situation! Equally important is how we handle complaints. If certain issues recur, we investigate them thoroughly. For example, with the Lucy bra model, it turned out that fine threads could come loose from the spacer material on some items. We then inspected all products.
and only flawless pieces are put back on sale. For us, quality assurance means not just inspection, but also responsibility towards the women who wear our products.
Feedback – also an important indicator in product development
Customer feedback is often the starting point for improvements in product development. Requests for specific colors, cuts, or materials don't end up in a drawer, but go directly to the product team. This is how, for example, numerous new color variations of our Freeda bustier were created—inspired by community surveys. With the nursing bralette, on the other hand, specific feedback led to an optimized fit, and when size inquiries become frequent, we actively evaluate whether expanding the size range makes sense. Our goal is clear: products should adapt to real bodies, not the other way around. A particularly large project was the revision of our size chart. We used feedback on fit as an opportunity to systematically review all sizes. The aim was a more consistent fit across all models, because every woman has her own unique proportions, and we want to respect this diversity.
Why your feedback is so important to us
Behind all of this lies a conviction: women know their bodies best. That's why customer service and product development work closely together. Everyday experiences are directly incorporated into decisions, from the initial sketch and production coordination to reorders. Fit, comfort, quality, and the feel when wearing the garment are all given equal consideration.
This approach is by no means accidental. It stems from the personal experiences of founders Sabrina and Laura, who witnessed firsthand how unheard many women feel in the lingerie industry. From the very beginning, their idea was to do things differently: to create a brand that listens, learns, and evolves alongside its customers! Because when women feel heard, it creates more than just satisfaction. It fosters self-confidence, and that is ultimately our goal: to develop lingerie that not only fits but empowers you.
Follow us on Instagram now to regularly participate in surveys and let us know your opinion.
