Co-creation: A Path-breaking Initiative

for Fashion Design Community

Sandeep Kidile
National Institute of Fashion Technology,
India
 Introduction
co-creation defined as “The joint creation of
value by the company and the customer;
allowing the customer to co-construct the
service experience to suit their context”
(Prahalad and Ramaswamy, 2004)
 Objectives
• To study the importance of co-creation in
modern industry.
• To study how co-creation is practiced in
modern industry.
• To develop a framework of co-creation for
fashion industry in particular and modern
industry in general.
 Methodology
• Data is collected from different websites,
blogs, videos, research papers , review paper
etc.
• Different fashion forecasting websites are also
considered to develop frame work.
 Earlier Concept of Business.

The traditional concept of Market

Source : “Co-creation experiences :The next practices in value creation” C.K.
Pralhad & Venkat Ramaswamy
Emerging Co- Creation Concepts.
Why we need this….
Which trend could most affect us…
 Major Forces and Sales Shift …
• Macro economy
 Adapting Digital Channels..

Source: Euro monitor

New Influences…
 New Theoretical Framework of Co-
creation
• Collective Co-creation
• Providing Innovative, new experience to
Consumer ,so that they could get attracted
• Understanding the ethos and cultural context
• Creating transparent ethical value chain, so
that the individual consumer can own value of
the brand
Building Blocks for Co- creation…
Collective Co-
creation

Providing
Innovative,
new
experience to
Consumer

Understanding
the ethos and
cultural context

Creating
transparent
ethical value
chain
Who started implementing?
 Collective Co-creation
• Information technology has increased access
to knowledge which enhances the customer's
pursuits and able to apply their knowledge by
providing access to the various online design
tool. Collective co-creation possibility
becomes more feasible where an individual
customer can participate.
 Providing New Experience to
Consumer…
• User involvement by allowing consumers to
tweak the designs as per their tastes and
preferences so that they can get the
personalised experiences.
 Examples
• Lays is running its ‘Give Us Your Delicious
Flavour’ contest that invites flavour
suggestions from consumers. It follows the
campaign by Pepsico’s subsidiary Walkers in
the United Kingdom — ‘Do us a Flavour’ and
promises the winner $ 5 Million each and 1%
of the sales turnover
 Consumer Ethos and Cultural
Context…
• While adapting the co-creative value system,
understanding the ethos and cultural context
of consumers need to be prioritized.
A due weightage to be given to local
resources: the resources which might play a
major design source and become a long term
sustainable solution.
 Examples
• According to Sanjay Kapoor, Founder of Genesis Luxury an
Indian Luxury conglomerate , “Brands that are successful in
India have understood that ,how(Indians) consume, what
colour they consume ,what kind of designs work, what
touch points and personalisation work may be very
different from consumer living in New york or Hong Kong
• In India traditional clothing is much default choice making
up an estimated 70 percent of women's apparel sale in
2017
• Appetite for western style is likely to increase, but it is
expected that traditional wear will still account for a 65
percent market share.
Creating transparent ethical value chain.

• Transparency has become an important issue ,

with consumers increasingly concerned about
issues including fair labour, sustainable
resourcing and the environment. Consumers
want to support brands that are doing good in
the world, with 66 percent willing to pay more
for sustainable goods.
 Example
• H&M-owned Arket, which lists where each
product is made, showing pictures from the
manufacturing floor.
• London based Designer Jarlard Martin
launched a new pilot initiative which uses “
Block Chain Technology”- a distributed and
secure ledger- in a bid to get the transparency
& trust(BCT Provenance)
 Theoretical Frame work
Collective Providing
Co- Innovative,
creation new
experience

Co-creation
For Fashion

Creating
Understanding transparent
the ethos and ethical value
cultural context chain
 Conclusion
• I have made a theoretical framework of co-
creation. So, I invite more researchers to test
this model empirically to validate this frame
work.
Thank you…