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.
Assistant Professor, Architecture, Arts and Design, Instituto Superior Manuel Teixeira Gomes, Faro, Portugal Rui Miguel
Student, Doctoral, University of Beira Interior, Portugal
Co-creation, Style, Garment, Details