한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제47권3호
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  • Pages.475-491
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  • 2023
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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New Fashion Products Development through Consumer Co-Creation

  • Jaekyong Lee (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Ho Jung Choo (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 투고 : 2022.12.19
  • 심사 : 2023.04.27
  • 발행 : 2023.06.30
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초록

New product development (NPD) is crucial for fashion brands as they are required to constantly innovate in product design and technology to remain competitive in the global fashion market. In this study, we investigated the co-creative new fashion product development (NFPD) process to understand its structural characteristics and examined the components of this business model through case studies. Fashion companies frequently collaborate with consumers to create unique and innovative fashion items that both satisfy consumer demand and expand their economic potential. Base on case studied involving consumer participation in NFPD, our study analyzed the structural characteristics of the co-creative NFPD process. Consequently, our investigation identified five key factors of the co-creative NFPD business model: co-value, co-creator, co-activity, co-platform, and co-partner. The co-creation approach established in this study will help advance research on new fashion strategies and provide foundational information for Korean fashion companies that are facing an increasingly competitive global market, thus making a significant contribution to the literature.

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