Involving Customers Through Co-Creation: An Approach From the Fashion Industry

Involving Customers Through Co-Creation: An Approach From the Fashion Industry

Desamparados Pardo-Cuenca (Polytechnic University of Valencia, Spain) and Vicente Javier Prado-Gascó (European University of Valencia, Spain)
Copyright: © 2018 |Pages: 30
DOI: 10.4018/978-1-5225-3432-7.ch004
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In an increasingly competitive market environment, companies across different sectors are being pushed to develop new strategies and marketing approaches in order to better promote and engage customers with their products and services. By increasing customers' involvement, companies can improve their marketing results, which may positively relate to their accounting results. In this context, one of the most important approaches is based on promoting consumer involvement with products and services. This involvement can be increased through co-creation design. Co-creation processes are gaining momentum as a customer involvement tool that has important implications for brands including brand co-creation and new product development. This chapter analyzes the new values on consumers and the co-creation processes in the fashion industry and in fashion design education, highlighting the entertainment factor as a key element that fosters co-creation activities. Firstly, the authors conceptualize consumer values through fashion and its functions to then extend the analysis to the co-creation design processes.
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1. Background

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.

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