The practice of crowdsourcing has infiltrated everything from music videos
. The latest category to leverage the Gen Y “We-volution” mindset is fashion. Though it seems unlikely that luxury brands are going to turn the reins over entirely to their fans, the fashion industry, from retail to design, is starting to make a point of showing that they too can listen to what the people want.
Community-based shopping site Fashion Stake
was founded out of frustration among aspiring designers who, historically, have had limited means of connecting directly with consumers. Though the original concept for this venture, founded by a Harvard Business School grad
, was to give users a chance to invest in designers they wanted to support, it has evolved into an e-commerce bazaar that’s stocked by the same people who make the purchases
, allowing them to view collections from new designers and vote on which items they think would fly off the rack. Prices max out around $200, making it a hit with a cost-conscious crowd, as well as some notable investors
Wrangler Next Blue Competition:
Sure, denim companies can guess what styles their customers want…or, as Wrangler
figured out, they can ask them. With the help of Strutta
, the heritage brand recently consulted their customers directly through a competition called Next Blue
in which participants uploaded videos explaining the concept and name behind the denim design of their dreams. Five finalists were selected, based partly on the number of votes received from the community, to work with the Wrangler team in North Carolina to produce their designs. After a final week of voting, the winner received $5,000 and the prestige of having their design made available for purchase by the public.