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Co-creation and the Democratization of Fashion

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Thorsten ROSER, Robert DEFILLIPPI and Juliana GOGA-COOKE


The fashion industry has always taken inspiration from the crowd (Nixon &
Blakley, 2012). However, the fashion industry remains reminiscent of an
oligarchy led by a small elite of high fashion designers dictating new trends
and design from the top of the market. Only a small group of new up and
coming fashion designers end up in one of the established fashion houses.
Furthermore, in today’s economy and marketplace many fashion savvy
consumers cannot afford high-end fashion designer attire. During the past
decade co-creation has become an established new business practice to
enable better front-end ideation, stakeholder advocacy and user
customization (Ramaswamy & Ozcan, 2013). Our paper researches cocreation
and the democratization of fashion based on the case study of Own
Label. Building on the co-creation framework of Pater (2009) we conclude
that in practice such firms are likely to use hybrid models of co-creation to
strategically position themselves in a highly competitive market. Further, cocreation
enables a new market place for millennial fashion designers and
millennial buyers thereby holding the potential to disrupt the market and lead
to greater democratization of the fashion industry.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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