Involving Customers through Co-Creation: An Approach from the Fashion Industry

1.1. Fashion Functions Development Through the Value’s Concept

Fashion, a cultural phenomenon linked to the historical and social evolution, is today more than ever an integrating part of the thought and culture of society. Currently, with the technologic development and the advent of the Web 2.0 and the Web 3.0, the internet galaxy has been positioned as a meeting point which sets a date to different cultures and societies which through the social media has caused the emergence of new needs and relations by determining new ways of consumerism and new ways of thinking in consumers’ minds. Likewise, these facts have produced changes in social values and in the functions that products and services must meet. Thus, the new paradigms of contemporary thinking design are based on the democratization of consumerism and on the new value of co-creation, which is transmitted through experience and aspirations by loading both the products and services with new meanings (Nixon & Blakley, 2012). Consequently, in the present section we explore consumer’s needs from the existence of the first relations between the functions of the dress with the social values, and its co-evolutive development up until the actual social context.