Co-creation and the development of SME designer fashion enterprises

Abstract

Purpose -The purpose of this paper is to examine the co-creation of SME designer fashion brands during internationalisation. Design/methodology/approach -As an exploratory study, this research utilises grounded theory methodology and incorporates the use of 38 semi-structured in-depth interviews with designer fashion enterprises and their support network of sales and PR agencies. Findings -Co-creation was identified as an important element for the successful integration of the entrepreneurial designer fashion enterprise into the global fashion industry network. Within relationship marketing, the concept of co-creation emphasises consumer experience, influence and power in the development of brand value. However current understanding of co-creation inadequately explains the development of the entrepreneurial designer fashion brand, requiring examination of the concept using grounded theory. The findings of this research highlight how these small and medium enterprises react and respond to the interpretation of their brand identity through the co-creation process as they seek to introduce and grow their firms within the global fashion marketplace. Originality/value -This paper identifies the influence of industry stakeholders on the process of fashion brand co-creation. Additionally, by identifying the process by which the entrepreneurial designer fashion enterprise navigates the introduction of their collections to the industry's network, and responds to interpretations of the firm's brand identity, this paper recognises the influence of the firm throughout the co-creation process.

The Role Of Consumers Participation Behavior To Smes Brand Equity

“…It was stated by early scholars that customer interaction and participation allow the discovery of opportunities to develop relationships and loyalty (Cossío-Silva et al, 2016). Besides, Millspaugh and Kent (2016) also proposed that positive interaction with customers leads to brand equity development of SME. As suggested by Cambra-Fierro et al (2014) SMEs need to have frequent active dialogues and personal interactions with customers as it will improve the engagement process with them.…”

“…Even more, recent findings by Kristal et al (2016) empirically found that co-creation has a beneficial impact on this new equity. Also, Millspaugh and Kent (2016) proposed that co-creation practices and positive interaction with customers lead to brand equity development of SME designer fashion enterprises. Based on the above discussion and findings, the following hypotheses are developed and Figure 01 illustrated the conceptual model of this study.…”

La innovación en el paradigma del marketing relacional

“…La colaboración es tal vez una de las formas más eficientes de crear ambientes de innovación en las RC; las empresas que basan sus relaciones en el marketing transaccional restringen esta posibilidad (Addison, Lingham, Uslay y Lee, 2017), al contrario de las que se encuentran en el paradigma del MR, donde las inversiones en la relación fomentan la adopción de innovaciones y logran que las partes involucradas alcancen sus objetivos, incluidos los de tipo financiero (Hammarfjord y Roxenhall, 2017;Li y Huang, 2017;Wagner y Bode, 2014). En este sentido, las organizaciones orientadas al marketing propician el trabajo colaborativo con sus socios comerciales, proveedores y clientes, para aumentar las oportunidades de cocreación y, por ende, mejorar las experiencias por parte de los consumidores (Mahr, Lievens y Blazevic, 2014;Millspaugh y Kent, 2016;Song, Yu, Chatterjee y Jia, 2016).…”

Chapter 8 Grappling with the Challenges of Start-up in the Designer Fashion Industry in a Small Economy: How Social Capital Articulates with Strategies in Practice

“…A discernible rise in creative industry research globally over the last 15 years has accompanied mounting recognition that this heterogeneous sector is growing in social and economic importance (Bruin, 2005;Chun, Gurova, & Niinimäki, 2017;Lampel & Germain, 2016;Pratt & Jeffcutt, 2009;Rae, 2004, p. 492), particularly in 'recessionary times and post-recessionary times' (Henry & de Bruin, 2011, p. 1). Researchers' attention has focussed on the design process (e.g., Rieple, Gander, Pisano, & Haberberg, 2015), brand development (e.g., Ferrero-Regis & Lindgren, 2012;Kang, 2014;Matthiesen & Phau, 2010;Millspaugh & Kent, 2016;Moore & Birtwistle, 2004;Moore & Doyle, 2010;Roser et al, 2014), manufacturing chains (Gornostaeva, Rieple, & Barnes, 2014) and designers' careers (e.g., Yagoubi & Tremblay, 2016).…”