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ICT Development and Customer Participation in Fashion Industry
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  • Journal title : Fashion & Textile Research Journal
  • Volume 17, Issue 6,  2015, pp.907-918
  • Publisher : The Society of Fashion and Textile Industry
  • DOI : 10.5805/SFTI.2015.17.6.907
 Title & Authors
ICT Development and Customer Participation in Fashion Industry
Kim, Yun Jeong; Rha, Jong-Youn; Lee, Yuri;
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With the pervasiveness of digital environment and expansion of new media, ICT (Information and Communication Technology) leads the role of consumer to change from a passive customer into an active co-producer. As customer participation in the fashion industry increases, this study attempts to explore the cases of customer participation as a co-producer in fashion industry through analyzing business models of companies, including Threadless, Blank label, Cut on Your Bias, Acustom Apparel, Thinkgivers. The results show that customer participation is mainly facilitated through design participation in fashion industry, with different level of participation and IT as well as different contribution target. Compared to the past, consumer’s preference is reflected through participation before the stage of production. Results indicate three main characteristics of customer participation in fashion industry. First, value co-creations using customer experiences and understanding customer needs are important. Second, active online communication among customers are critical. Third, it is important to ensure customer’s own item. From a customer perspective, participation enables them to purchase their own distinctive product and offers exciting experience and satisfaction over the production processes, and compensation can be used to increase customer participation. On the other hand, companies using customer participation can take advantage of cost reduction in product development, inventory, and marketing. Customer participation, as a win-win strategy for business and consumer, is expected to expand further in the future with the development of ICT.
ICT development;customer participation;fashion industry;business model;value co-creation;
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