The application of codesign in new bra product innovations

Abstract

Purpose -The purpose of this paper is to discuss how brassiere manufacturers develop new designs for bra products, suitable for individual consumers, through consumer codesign. Design/methodology/approach -New product design that relies on conjoint analysis algorithms can depict multidimensional attribute profiles, such that consumers' choice behavior reflects their preferences and overall judgment of the profiles. This statistical technique provides a means to codesign and customize bra products and thereby enhance the overall bra design process. Findings -Bra products codesign suggests goals such as attractive appearance, shoulder strap style, vivid/mild color, elegance/sexy lace, comfort/practicality, fabric, lining, comfort/attractive appearance, neckline design, comfort/excellent function cut, sewn cups, and generous quantities. The most preferred combination of attributes for all respondents is a cotton/cotton blend fabric, seamless bra that offers a detachable shoulder strap, lavender color, a two-strap style, lace details, and a low-cut plunge neckline. The paper illustrates consumers' bra awareness attributes, codesign approach, and individual optimum individualized bra designs. Practical implications -The results provide a useful source of information for product managers, who should consider the use of codesign to design the best products for individual consumers and decrease the risk of design failure, as well as promote consumer loyalty and satisfaction toward the product. Originality/value -The paper provides a unique method to understand the new product codesign structure and make bra product design decisions that integrate optimum individualized design.

A mixed‐methods approach for designing market‐driven packaging

“…Roberts et al (2005) suggest that marketing‐savvy consumers increasingly demand the right to be heard and to participate. Co‐development, or working together with consumers in the design and innovation process, has emerged as an important theme in the literature (Liao and Lee, 2009; Roberts et al , 2005; Veryzer and Borja de Mozota, 2005) and also in practice (Leferman, 2010), as it increases the success rate of new package design by uncovering unmet consumer needs and defining value from the customer's perspective (Young, 2010). Working jointly with consumers and representatives from the marketing and innovation teams of three fast‐moving consumer goods companies, Roberts et al (2005) found that bringing consumers into the early stages of the innovation process through a collaborative workshop methodology satisfied consumers' desires to be involved in the innovation process and also had the potential yield productive results for consumer goods companies; however, they also noted that a key limitation of the workshop approach was its inability to engage large numbers of consumers in the innovation process.…”

Sustainable Development of Electrical and Electronic Equipment: User‐driven Green Design for Cell Phones

“…Conjoint analysis (CA) is a key methodological tool for measuring and analyzing consumer preferences according to the characteristics of the product on which the development team must focus, minimizing the risk of wasted effort on unimportant features (Gustafsson et al , ). By using CA, designers can determine the preferred structural design of a certain factor and carry out different combinations of multiple attribute standards (i.e., every combination is a new product idea, and the tester is a stimulus); these combinations produce the overall assessment value that consumers have for a certain stimulus (Liao and Lee, ). Hair et al () suggest that part‐worth models provide the most efficient and reliable approach from a statistical estimation perspective.…”

Conceptualization and Research Progress on Web-Based Product Co-Design

“…The web-based co-design usually starts with an idea from a member of the co-design platform community, which can be a product or an innovative task. The literature reviewed above includes two case studies of physical products co-design: bra product innovations [41] and an active wheelchair [42].…”