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CO-CREATION IN FASHION INDUSTRY: THE CASE OF AWAYTOMARS

10.15660/AUOFMTE.2017-3.3295

Adriana BUJOR, Silvia AVASILCAI, Lidia ALEXA

adbujor@gmail.com, silvia.avasilcai@tuiasi.ro, lidia.alexa@tuiasi.ro

Over the past 10 years, as a result of social media development, co-creation has begun to grow and has become increasingly used by companies to produce innovative products. Involving consumers in the process of producing new products does not mean that companies have a lack of ideas. What they want is to get closer to their consumers, to listen to them, creating a unique value for them, and replacing the traditional way of thinking. The aim of this paper is twofold: first, to identify the business models used by creative industries, by means of a case study approach focused on fashion industry, and second to emphasize the crowdsourcing’s importance as an open innovation tool for creative industries. The foreseen result is to highlight the way the crowdsourcing platforms support the co-creation process for new products development.

creative industries, crowdsourcing, co-creation, fashion, innovation

ISSN 1583-0691, CNCSIS "Clasa B+"