Co-Creation via Digital Fashion Technology in New Business Models for Premium Product Innovation

This chapter focuses on co-creation as a key business model for Bespoke and Semi-Bespoke menswear tailoring and women's swimwear brands that use innovative concepts and processes to create premium products for a younger and more demanding consumer segment. The Millennials, Generation Z and Generation C all like to co-create products for their own body-shape fit and product design preferences. The discussion commences with a review of key texts on digital fashion technology and practices enabling ‘co-creation' strategies. The research methodology is mixed method including consumer questionnaires, online survey observation with analysis of companies utilizing new digital practices to meet consumer's demands. The latest developments in digital fashion scanning, sizing, product design and customization of new and existing ranges will evidence how co-creation strategies can brand-stretch and add value creation. Includes best practice process steps for visualization, professional style advice and co-creator recommendations via the e-commerce website or social media.