Favored Fashion Products for Co-creation Brands


This paper considers what styles, types of garments and garments details are more important for consumers that co-create or want to co-create fashion products. A qualitative methodology was first used focused on the contextualization of the theme through the reading and analysis of books and scientific articles in the scope of co-creation in fashion design and also of fashion products. A quantitative methodology was also used focused on the analysis of data from a questionnaire to a sample of 404 participants, from Portugal. The results from this paper will help co-creation fashion brands entering the market and established ones, to have more concise information of what consumers are looking for to co-create in the Portuguese market.


Paulo Martins
Assistant Professor, Architecture, Arts and Design, Instituto Superior Manuel Teixeira Gomes, Faro, Portugal

Rui Miguel

Liliana Pina
Student, Doctoral, University of Beira Interior, Portugal


Presentation Type

Paper Presentation in a Themed Session


Designed Objects


Co-creation, Style, Garment, Details

Digital Media