Design and Product Development

Value Co-creation in Crowdfunding Apparel Design: A Comparative Case Study in the United States of America and South Korea

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Abstract

This study investigates crowdfunding apparel projects in South Korea and the United States of America (USA) to compare design factors associated with value co-creation. This study employed a contents analysis approach to analyze the design factors linked to value co-creation. Specifically, Lamb and Kallal's (1992) consumer needs model was applied to determine which design factors are closely linked to value co-creation in apparel design. A total of 120 cases were analyzed, and a comparative cross-case study approach was employed to investigate the differences between the two countries. The findings reveal a successful way of operating. Seven value co-creation activities in the reward-based apparel crowdfunding were identified. Also, the result of the cross-case analysis of value co-creation between the countries revealed differences in content and ratio in aesthetic design factors.

Keywords: crowdfunding, apparel design, value co-creation, contents analysis, case study

How to Cite:

An, H., Lee, E. & Park, M., (2022) “Value Co-creation in Crowdfunding Apparel Design: A Comparative Case Study in the United States of America and South Korea”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15748