Value Co-Creation Model In Fashion

Aim

The aim of this study is to explore the value creation mechanism to create sustainable value in the emerging ethical fashion smart wearable (EFSW1) products and services by the fashion creators and fashion designers. In addition, based on a case study from Cicret, OMsignal and Ringly ventures and the literature on value creation, a novel model for guiding sustainable value creation (i.e., value co-creation model) is presented with conceptual building blocks and practices.

Background

Ethical fashion domain knowledge is not familiar to most of the consumers. Some consumers are aware but most are not that concern with environmental issues, social problems, fair trade, human rights, animal rights and other factors. Fashion creators and designers

Introduction

Fashion is a social phenomenon, causes social interactions and the experience acquiesces an inter-exchange of aesthetic values. Aesthetics is a philosophy that examines the creation and appreciation of beauty as well as plays a key role in everyday private, social and business lives. From an epistemological context point of view, aesthetic is the contemplation of sensory-emotional values. Beauty carries two concepts of value - aesthetics and taste. The aesthetics dimension is palpable by the fashion designers' creativity, originality and by the ability to rupture design convocations.

EFSW is the creation, design, development, sourcing, manufacture and production process of smart wearable which maximizes benefits to society meeting ethical fashion criteria - not as technology that can be worn, but as fashion creation and design that contains

Art is creative, and men are the creators,” insisted the couturier Jacques Fath in 1954. Saint Laurent showed his pop art dresses and incorporated elements from daily life into his art in 1966. A major exhibition, in 2010, on Saint Laurent (organized in Paris) described the late designer as “one of the greatest artists of the (20th) century”. “Art is art. Fashion is fashion” says Karl Lagerfeld. “However, Andy Warhol proved that they can exist together.” (Geczy & Karaminas, 2012, p. 3-43).

There is common confusion between fashion creation and fashion design because their responsibilities sometimes overlap. However, both should work closely in making the client look unblemished. For the EFSW world, minimalism has been the design trend. During the creation of the concept, minimalist design should be for the EFSW platform and content ought to be the epi-center of the creation and crafting a design.

An exploratory case study research is chosen with the three EFSW ventures (Cicret, OMsignal and Ringly) to explore the new framework and mechanism relevant to the research