Getting to Know the Crowd

In times of fast fashion, fast consumption and fast digital media, consumers have access to global products and information. With increasing knowledge and easier access to design programmes, people have even developed the confidence to design exactly the products they want. At the other end companies are struggling with high innovation failure rates, sustainability issues and demanding consumers. Traditional R&D, especially in the creative industries, is being challenged by an emerging trend of interference by the consumer, one form of this being crowdsourcing.

Fast fashion is dominating high street nowadays and considering the abundance of products it is worthwhile looking into the reasons for existing collaborative innovation in this field. Unlike crowds that innovate because of an unfulfilled physical need, there must be a psychological need within crowdsourcing in fashion and design that could possibly have a strong impact on the industry in the long run. What determines, drives and motivates this will, shall be the main focus of this blog.

This is an open space to gather information, thoughts and ideas on my current research project on consumer behaviour in corwdsourcing in fashion and design, and a platform for open discussions.

So, let's talk about the crowds!