Co-creation in the fashion industry is a way of revitalizing the relationship between consumer and producer by enabling them to work together. What this means is that you have the power to enhance the products you like by customizing different components of the design. This may mean selecting your own color combinations for a new, favorite pair of shoes; or it could mean helping to design a software program that is more specifically catered to your needs as a fashion designer.
Companies are always looking for ways to build communities around their products. While research and focus group help companies build products in massive quantities that consumers want to buy, this often leaves out the distinct flavor of smaller local groups. Co-creation helps bridge this gap by allowing these local group represent themselves on the brands that they love.
In some cases companies have utilized the ideas and passions of their most committed customers to create ads for their products. It is not uncommon for a popular brand to host competitions wherein people are asked to submit videos about why the product works for them. These videos are then used to create a better ad experience.
Co-creation essentially enhances the experience for both producer and consumer by enabling them to combine creative forces. This results in products that are better and more effective than any before them. Whether it is your favorite color that you seek to wear, or a component of a computer program that you wish to have, chances are that co-creation will lend you the opportunity to have your voice heard loud and clear across a brand.