The Creative Consumer – Myth or Reality?
Dr Julia WolnyLondon College of Fashion, University of the Arts London
INTRODUCTION
The times of consumers buying pre-produced products and services are on the wane. We are facing a reality where consumers can affect our well-laid marketing plans and product development policies. For the moment the process of involving consumers in co-creation is still time-consuming and cumbersome, meaning that mainly enthusiasts and people with unusual needs are utilising it. Yet it has already changed the predominant Internet-based business models.Individualising the consumer experience (initially called mass customisation) is a concept that has...