– This case study of a fashion-design company aims to show how a co-creation initiative produces competitive advantage by nurturing creativity, expanding the company’s innovation capabilities and enabling it to engage with both taste-making customers and designers from anywhere in the world.
– In 2009, Fronteer Strategy, a Netherlands-based market-analysis firm published a conceptual framework for identifying specifically how a firm’s processes and initiatives employ co-creation. This case looks at how this theoretical framework compares with the actual complexities of the co-creation process developed by Own Label.
– Own Label’s co-creation approach is a hybrid model that utilizes more than one type of co-creation across its fashion-design process.
– What makes co-creation in design-intensive industries a disruptive approach is the democratization of the process by which design choices are made.
– Own Label is utilizing its hybrid models of co-creation in order to strategically position its self in niche markets, adapt faster to trends, as well as to be a design leader.
