Wednesday, August 25, 2010

A Discussion on Co-Creation

It's high time we've had a discussion on co-creation and mass customization.  If you're hip to nerdy things like retail research trends, stats, and blogs, you've seen a good amount of chatter already about this emerging form of retailing.  If you've seen the promo video for The Style Cooperative, you'll know that we are thoroughly in the thick of this concept.

The basic idea behind co-creation and mass customization is that retailers (anything from apparel to chocolate) allowing buyers to customize their products in such a way that they are able to help design/create something that is unique to individual taste and style.  Unlike just going to a tailor and building something from the ground up, you are guided through a structured and defined process, so it's not too intense for the typical user and for the company to keep up with.  Long story short: you get what you want.

There are a handful of companies like Blank Label (mens dress shirting), 1154 Lill (Chicago-made handbags), Chocri (chocolate), and the upcoming Open Runway (shoes) that all operate under a similar model.  The list seems to be growing daily!

So here's my point: I'm developing The Style Cooperative because of my really strong beliefs in the idea of personal style and building contemporary wear that you actually want.  We are all about lifestyle and substance, so when I speak about building something that is going to change the way people think about shopping, buying, and even wearing clothes- I mean it. 

Clothes should make you feel good, and say what you want and need to say (cue the John Mayer hook).  The Style Cooperative is the brand that I've been dreaming into existence for a couple years now, and I want it to be special for you too.  The new site with full customization is literally right around the corner.

So let's get to the co-creating and let me know what you want to see next from us! Now we're cooperating... stylishly.


  1. Awesome, Rachel! Check out A New Age of Innovation, by C.K. Prahalad, for more nerdy info. You are on to something big! I am totally in line for some custom looks :)

  2. @Bridget Dr. Prahalad! Go Blue! And thanks for your checking out the blog and dropping a note :)