Inviting customers to be part of the design and promotion process
Implications - Last year, we wrote about 'Democratized Selling,' in which retailers are crowdsourcing design ideas (particulary in clothing) to ensure that production meets demand. The trend has continued, and now there are even more variations of this "inclusive" method of retail. More brands are inviting their customers to be part of the entire process, from design to promotion, asking for feedback on products and encouraging them to promote the goods in exchange for rewards. These systems benefit both sides: not only do they help brands in assessing demand and marketing their goods, but they also empower consumers.
Trend Themes
1. Crowdsourced Retail Design - Crowdsourcing design ideas from customers to ensure that brands can assess demand for their goods and get customers involved in the design and promotion process.
2. Product Testing and Feedback - Companies are offering feedback platforms and product testing shops to understand customer reactions before launching into a full production program.
3. Crowdsourced Fashion Design - Customizable, limited-production fashion designs that can be altered, voted on and produced for pre-order in a weekly design cycle.
Industry Implications
1. Retail - Develop crowdsourced platforms for retail design and feedback.
2. Manufacturing - Implement product testing shops for research and development.
3. Fashion - Develop platforms that allow for customizable fashion design.
