5 Reasons Every Outlier Designer Should Co-Create with Their Audience
Imagine a fashion world where your audience not only wears your designs but actively participates in their creation. This transformative concept is the essence of co-creation, and it’s a strategy that’s reshaping the fashion industry. We have seen its impact firsthand, and we’re here to guide you through why every outlier designer should embrace it.
Let’s kick things off with a prime example:
In 2013, Nike launched the groundbreaking Nike #PHOTOiD campaign, leveraging their Instagram following to allow customers to customize trainers using their Instagram images.
The results were staggering:
- 100,000 shoes created in the first week
- 600 shoes customized per hour at peak times
- 8% of participants clicking through to buy shoes on Nike ID, and zero media spend.
- Nike ID’s online community, estimated to be 15 million strong, achieved revenue exceeding $100 million in fiscal year 2013.
Pretty impressive, right? Now, let’s delve into the five compelling reasons co-creation is a game-changer for your outlier brand.
1. Increased Audience Engagement
Engagement isn’t just a buzzword; it’s the lifeblood of your brand. Co-creating with your audience fosters a deeper connection, turning passive followers into active participants. When your audience feels heard and valued, their engagement levels soar. They become not just consumers but advocates and collaborators. This heightened engagement translates into more meaningful interactions, shares, and ultimately, brand loyalty.
2. Enhanced Collaborations with Influencers
In the influencer-driven landscape of fashion, collaborating with influencers is a common strategy. However, co-creation with your audience can take these partnerships to the next level. By involving your followers in content creation, you offer influencers fresh, engaging material to share. This not only amplifies your message but also leverages the influencer’s existing audience. As a result, you get more bang for your marketing buck, and the cost-effectiveness of your influencer collaborations increases significantly.
3. Sustainability at Its Core
Sustainability isn’t just a trend; it’s a fundamental shift in consumer values. Co-creation aligns perfectly with sustainability principles. When you involve your audience in the design process, you reduce the risk of producing unsellable items that end up as waste. You create products that your audience genuinely wants and values, minimizing the environmental impact and avoiding the pitfalls of overproduction.
4. Deferred Payment for Ideas
Co-creation is a two-way street, and it can extend to your audience’s ideas. When your audience contributes innovative concepts, you can reward them with a revenue-sharing model. This not only incentivizes participation but also allows you to tap into the collective creativity of your followers without the immediate financial burden.
5. Capital for Production Upfront
Traditional fashion production often involves substantial upfront costs. Co-creation, particularly through pre-orders, flips this model. When you engage your audience in the design process and offer products for pre-order, you receive capital upfront to fund production. This minimizes financial risks and ensures that you’re creating products with a guaranteed audience.
Co-creation isn’t just a trend; it’s a transformative strategy that can propel your outlier brand to new heights. By embracing co-creation, you tap into the creative energy of your audience, enhance your collaborations, align with sustainability, leverage deferred payments for ideas, and secure upfront capital for production.
If you’re ready to explore the world of co-creation further, we’re here to help. Contact us for a free consultation, and let’s unlock the unparalleled potential of co-creation for your brand.