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Aspiring Adventurers in Style

Co-Creation as a Process of Undoing Authenticity

Aspiring Adventurers in Style

Co-Creation as a Process of Undoing Authenticity

Samenvatting

Purpose: To explore the recent emergence of “authenticity” in fashion in terms of its linkingvalue in the context of tribal brand cultures in conjunction with value co-creation processes inmediated environments. Methodology: This study adopts a qualitative approach in the form of a case study of a youngNew York-based outdoor fashion firm. The research was divided into a netnographic study toexplore the life- and experience worlds of consumers in an online context, supported bysecondary research such as online documents, photographic footage, and media reports.  Findings: Identifies the socially and emotionally charged process leading to the point of valueexchange as a key driver in the relationship between brand and consumers. Social exchangebetween consumers is where meaning is extracted and symbolic properties are converted intomarkers of collective identification.  Originality/value: While most analyses on co-creation and tribal consumption focus on off- oronline contexts separately, the present study seeks to develop an understanding of the intersectingdynamics between offline activities and their shared reverberation and meaning across interactiveonline contexts.  Paper type: Research paper

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OrganisatieHogeschool van Amsterdam
LectoraatLectoraat Fashion Research & Technology
Gepubliceerd in2014 Global Fashion Conference on Rethinking & Reworking: Challenges and solutions for the conjunction of creation and technology Ghent, Belgium, BEL
Datum2014-11
TypeConferentiebijdrage
TaalEngels

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