Active Participation of E-Consumer: A Qualitative Analysis From Fashion Retailer Perspective

Carlota Lorenzo-Romero, María-Encarnación Andrés-Martínez, María Cordente-Rodríguez and Miguel à ngel Gómez-Borja

SAGE Open, 2021, vol. 11, issue 1, 2158244020979169

Abstract: This work aims to study the web innovation strategies used by Spanish companies in the fashion and accessories sector, with the specific aim of analyzing co-creation as an innovation strategy so that this link with customers will improve efficiency and effectiveness in decision-making. Qualitative research was carried out through in-depth interviews with Spanish professionals and companies in the fashion and accessories sector. Then, a theoretical model was proposed. This model integrates value co-creation, social networking, participation, engagement, feedback, and other variables. This qualitative analysis has relevant value for the professional sector because there are many papers from consumers’ perspective; however, studies from the retail sector’s perspective are less common in the literature. This study contributes ideas for the strategy of co-participation with clients to improve the activity and management of fashion companies.

Keywords: fashion sector; co-creation; digital; innovation strategies; qualitative analysis (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:11:y:2021:i:1:p:2158244020979169

DOI: 10.1177/2158244020979169

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