Brand designers have traditionally "dictated" and led the trends of fashion design. However, as an outstanding American work-style brand, Dickies has innovated boldly. Through in-depth consumer co-creation and the subversion of fashion rules, Dickies has brought about a remarkable breakthrough and created an "unconventional hoodies" which exceeded typical sales five-fold. What on earth has Illuminera’s innovation consulting services team done to help the brand "empower" consumers and produce sparks for design?
Discover Category Trends to Explore "Fashion" In The Eyes of Consumers
By taking the strength of TMIC, desk research, and other data, Illuminera accurately described consumer demographics, comprehensively summarized style categories for hoodies, and gathered deep insight into fashion elements and well as consumption trends. Illuminera has also invited streetwear lovers with design skills to participate in online forums to precisely target compatible co-creation consumers, encouraging them to express individuality and fashion values by incubating new hoodie designs.
Designing Fashion: In-Depth Co-Creation with Two Topics
Illuminera set two themes for brand design and guided co-creation consumers to draw according to their tastes. The themes were chosen after deep interpretation of Chinese youth fashion and comprehensive analysis of e-commerce streetwear consumption trends. Through multiple rounds of feedback, the co-creation project finally produced 64 hoodie designs with distinct personalities and styles, which brought about a huge surprise on the brand side and achieved an ideal co-creation effect. When the drafts were completed, the brand designer optimized and recreated on the basis of fashion insight. Consumers’ favorite hoodie designs were identified by TMIC’s intelligent test, through which three high potential design have been identified.
Sketch Design to Made-up Hoodies
Trailblazing C2B Innovation "Zero" Friction: Realizing Efficient Insight
In collaboration with Dickies, a multinational fashion brand, Illuminera has deeply developed the local market and jointly created the first C2B co-creation project in clothing industry. This project seamlessly integrated the innovation link from insight to design and selection, all while realizing "zero" friction in the application of insight onto business transformations. C2B reverse customization could on one hand enable brands to close the distance with consumers, efficiently optimize the innovation pipeline, and instantly realize precise, creative implementation in a short time window; on the other hand, consumers can be included in the vital stages of new product development, have a say in the design process, and become the main force of innovation.
This new product incubation project, jointly created by consumers, breaks through the traditional top-down design process in the clothing industry, enabling consumers to become the "new authority" in future trend, which will have far-reaching significance in the fashion industry. In this rapidly changing digital era, only the pioneers of innovation can seize the lead amid fierce market competition.
For more information about our products and innovations, please contact Illuminera innovation consulting services team:
Claire Zhang
E-mail: claire.zhang@illuminera.com
