TY  - CHAP
U1  - Buchbeitrag
A1  - Strähle, Jochen
A1  - Grünewald, Anna-Katharina
T1  - The prosumer concept in fashion retail : potentials and limitations
T2  - Green fashion retail
N2  - The purpose of this paper is to highlight potentials and limitations of the prosumer concept in fashion retail. The paper illustrates the evolution of prosumption and in which directions the concept is being developed. The primary research is based on a literature review containing different sources of academic and non-academic references. Findings suggest that the prosumer concept is no new phenomenon. Recently, it has moved into the focus of companies that have noted that it is efficient when engaging with customers in order to strengthen their brand loyalty. An increasing number of companies offer innovative business models that underlie the concept. However, lately smart prosuming machines are changing the objectives of the concept. Even if the prosumer concept exists since many years and scholars investigate its potentials continuously, it is the fashion industry that has been researched comparatively little up to now.
KW  - prosumption
KW  - smart prosuming machines
KW  - co-creation
KW  - third wave DIY
KW  - Web 2.0
Y1  - 2017
SN  - 978-981-10-2440-5
SB  - 978-981-10-2440-5
U6  - https://doi.org/10.1007/978-981-10-2440-5_6
DO  - https://doi.org/10.1007/978-981-10-2440-5_6
SP  - 95
EP  - 117
S1  - 23
PB  - Springer
CY  - Singapore
ER  -