A decision model development for crowdsourcing in the fashion industry
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Crowdsourcing is emerging as a tactic for the fashion industry to better integratecustomers’ needs and quickly react to the industry’s rapidly changing environment. This is a visible shift from the past focus on a designer’s know-how based on individualexperience and creativity. Yet there is a lack of academic research on the use of crowdsourcing in the fashionindustry. How can crowdsourcing go through a methodological evaluation process?What specific criteria are important for fashion companies to evaluate designs based onobjective parameters? The purposes of this study are: (1) to generate an evaluationstandard for a crowdsourced fashion design, and (2) to build an Analytic HierarchyProcess (AHP) decision model for making final design selections. Two methods areused to produce the robustness of a decision model: taxonomic analysis and AHP. Thisstudy reveals that the most important evaluation factors are brand suitability, designexcellence, production efficiency, marketing effect, and additional managementconsiderations. Another important feature is the paper’s attempt to evaluate a design,a strategic asset of any fashion brand, by approaching the subject with a systematic,scientific method.
Abstract
Crowdsourcing is emerging as a tactic for the fashion industry to better integratecustomers’ needs and quickly react to the industry’s rapidly changing environment. This is a visible shift from the past focus on a designer’s know-how based on individualexperience and creativity. Yet there is a lack of academic research on the use of crowdsourcing in the fashionindustry. How can crowdsourcing go through a methodological evaluation process?What specific criteria are important for fashion companies to evaluate designs based onobjective parameters? The purposes of this study are: (1) to generate an evaluationstandard for a crowdsourced fashion design, and (2) to build an Analytic HierarchyProcess (AHP) decision model for making final design selections. Two methods areused to produce the robustness of a decision model: taxonomic analysis and AHP. Thisstudy reveals that the most important evaluation factors are brand suitability, designexcellence, production efficiency, marketing effect, and additional managementconsiderations. Another important feature is the paper’s attempt to evaluate a design,a strategic asset of any fashion brand, by approaching the subject with a systematic,scientific method.
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