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How Do Social Shopping Change Fashion Product Design?

2011/6/28 13:25:00 59

For a long time, fashion editors and department store buyers have the greatest say in how designers design products that meet the needs of the market.

But now, because of more closely linked social networking culture, more convenient online voting tools, online shopping and customization, this pattern is changing.

To promote better convergence between designers and buyers, some of the less famous brands give the sacred opportunities.

Consumer

Consumers decide what to produce and what to design.

In this way, both sides can better participate in the whole purchase process, and at the same time reduce the waste of manufacturers' resources. Manufacturers and retailers can better predict demand and then put it into production.

As buyer

"Fashion is changing to a two-way mode."

Vivian Weng describes this way.

She succeeded in carrying it out.

Electronic Commerce

Adventure in fashion, last fall and Harvard

Business School

Daniel Gulati set up Fashion Stake shopping website.

Although FashionStake still has the taste of traditional shopping websites to some extent, Vivian Weng and Daniel Gulati have realized that consumers are also eager to become part of the whole fashion creative process.

Vivian Weng and Daniel Gulati are also working hard to become a new talent in the fashion world.

They have created an excellent platform: designers and consumers can work together to facilitate product creation and order creation.

Clothes will be put into production only after the number of orders has been reached.

Traditional e-commerce websites are also in the process of slow pformation, such as eBay.

In February this year, in New York fashion week, designer Derek Lam unveiled a series of 16 original designs. He invited eBay shoppers to vote and selected five works that voted more than 120 thousand (pictured), and 6 new designs were added to the show.

In these two examples, the consumers, not the purchasers, are given the final decision (or cooperative decision) which designs should be mass produced, and the most popular design, natural scale production, meets the market demand.

As designer

Some brands are trying to involve buyers in the design process. Burberry is another brand that allows customers to freely choose patterns, materials and other details through the existing application process on the Internet after the opening of the brand Blank Label and Gemvara. In this way, consumers can own their own clothes or accessories.

It is reported that later this year, Burberry will let customers design their windbreaker.

With the help of Web application, consumers can freely choose styles, colors and other details in Burberry's "predetermined" classification.

With the introduction of more and more materials, products will have more than 12 million combinations of possibilities, and consumers may create some unique designs.

In this effective example, clothing is only produced after orders, thus rejecting any excess stock.

Accessories designer Rebecca Minkoff gives consumers more freedom. She turned to Polyvore, the online fashion styled community, to design her next season "morning-after clutch" product.

Rebecca Minkoff provides material images with name, including leather, hooks, fringes, studs, zippers and bandages, which are widely used in Polyvore.

In a week, nearly 4000 users submitted more than 6000 designs with different styles. The designers who won the final victory could display their designs in the opening show of New York fashion week in February, and began to design the Minkoff brand in February.

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Minkoff believes that "cooperation between consumers and designers is a great way for designers to really understand what their customers want to get from their brands. My customers have really shown that they understand our brand's aesthetic concepts and design concepts in this two-way cooperation.

"Minkoff also said she would consider launching similar activities in the near future.

Is "designer" out of date?

Although the relationship between designers and consumers has become increasingly close, one of Polyvore's founders is well aware that some people believe that such cooperation threatens the artistic integrity of the design process.

"Some people feel that the concept of interactive design has been divorced from the special category of artistic creation," Jess Lee said.

She added that the most important thing is to maintain the designer's design perspective and then radiate all the designs.

Lam agrees with this. He pointed out that "during my cooperation with eBay, my design concept did not receive any threat, which is why I think the idea of interactive design is a great concept.

I can keep my creative ideas, execute the design process, and finish the whole design process as usual. "

Although Derek Lam, Rebecca Minkoff and Burberry's chief creative director Christopher Bailey make consumers part of the design process, they still retain control, but they can still ensure that the product expresses their style and choice, and is also engaged in a new way of consumption.

"Customer needs are part of personal experience, and more and more websites will try to establish direct links with customers so as to directly participate in them."

Vivian Weng said.