Abstract
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
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
| Original language | English |
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| Number of pages | 28 |
| Publication status | Published - Nov 2014 |
| Event | 2014 Global Fashion Conference on Rethinking & Reworking: Challenges and solutions for the conjunction of creation and technology - Ghent, Belgium Duration: 19 Nov 2014 → 21 Nov 2014 |
Conference
| Conference | 2014 Global Fashion Conference on Rethinking & Reworking: Challenges and solutions for the conjunction of creation and technology |
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| Abbreviated title | Global Fashion 2014 |
| Country/Territory | Belgium |
| City | Ghent |
| Period | 19/11/14 → 21/11/14 |