Fashion Co-Creation: As-a-Service Liquid Design Model

Liquidity, everything is getting liquid. Bauman described our modern life as “liquid modernity“, where change is happening faster than ever. Relations, connections, organizations are ephemeral, flexible, plastic. As Politics, Economy and the organization of Society, businesses are already including “liquidity” in their value chain, from defining processes to defining their resources and capabilities. In the liquid era, the rule is: “Be fast, adapt even faster, be resilient, or “game over”.

In a previous post about Fast Fashion and the liquid era, I described how the fashion industry is evolving into a micro-segmentation of collections that impacts on the whole value chain, from design to retail. One of the consequences is how companies are creating agile processes and creating platforms with external partners with the goal of being faster and more efficient: tracking social trends thru social media listening; producing badge collections (drops, capsule collections) with short lead times using artificial intelligence (e.g. machine learning) to better forecast demand or put the right product in the right place; delivering thru an uberized / liquid workforce that is approaching last-mile in a more efficient way, amongst others.

Liquid Value Chain Fashion retail industry Ecosystem and Platform Co-Creation liquid workforce

The Liquid Value Chain in Fashion

Digitization (e.g. AI, AR / VR, 3D Printing) is redefining the relation between customers and brands, enabling businesses to meet new customer´s expectations. Fashion is a mirror of our society, it´s an industry where product goes beyond functionality or a basic need. Fast-fashion successfully answered to instant gratification and the feeling of “uniqueness”, but the value chain is under transformation again. Technology is accelerating the process, transforming the linear fashion retail supply chain into a seamless, liquid value chain. Brands are using social media to track customers or millennial´s behaviour, comments and likes, and artificial intelligence is helping them to analyse these insights. See Fashtech: how Fashion and Technology are transformation the fashion retail industry.

Zara is, no doubt, the fashion retailer that is better adapted to the liquid value chain, integrating retail and online capabilities. There are many interesting articles about how Zara is leading this era, but I found more interesting to describe how competitors are trying to get closer to these leading best practices. This is the case of H&M, a top leading fashion retailer but with an old-fashion business model (e.g. low-level of customer centricity, selling two collections a year, with some capsule collections between; manufacturing thru external suppliers in off-shore locations, and so on).


Recently, I read some news about how H&M´s new fashion brand Nyden is transforming the standard design process into an “as-a-service design model“. Their objective is being closer to the customer and produce fresher collections, this means more than two collections a year.

Nyden H&M fashion brand design ecosystem co-creation instagram influencers liquid value chain

As they mention in their site, Nyden is not a traditional fashion brand. “We are a platform with a soul, co-creating with talented tastemakers and empowering their creativity. There are no collections, no seasons – just a stream of relevant drops and events. We put tribe leaders at the center of the design process, sharing their stories and helping their creativity make an impact.”

Nyden cocreators design influencers fashion brand niche players

Example of Nyden´s co-creators: Jérôme Boateng (football star) and Justine Skye (singer)

H&M recently reported poor results caused, partly because high inventory levels. A strategic solution is going into fast-fashion, producing less volume but more variability. This is what Nyden is doing, taking profit from platforms such as Instagram and also thru collaboration with niche influencers to boost creativity / design, offering more variety to customers. More variety, more visits to stores, higher inventory turn (lower levels of inventory), more cash, and less risk of over stocking, reducing seasonality risk.

Nyden HM fashion brand design process cocreation instagram polling tool fashion retail industry fast-fashion customer centric

Instagram polling tool

Nyden is crowdsourcing design on instagram, having a better approach to the latest-trends. Liquid design, with a customer-centric approach, is a way to compete in the new fashion industry era (but also need to take into account sustainability, a key trend right now).

Fashion desire exclusivity uniqueness limited edition

Read more about how Nyden is creating fashion drops thru design co-creation:

How H&M millenial brand Nyden is crowdsourcing design on instagram_Glossy_Fashion Retail industry


Is H&M new influencer-driven line the future of fashion_ Fast Company_ Fashion retail industry




Related articles:

Fashion retail value chain


The Fashion Retail Value Chain Revolution

13 responses to “Fashion Co-Creation: As-a-Service Liquid Design Model”

  1. […] Liquid design based on crowdsourcing at Nyden, H&M newest brand. […]

  2. […] new fashion brand Nyden is transforming the standard design process into an “as-a-service design model“. Their objective is being closer to the customer and produce fresher collections. This means […]

  3. […] Design crowdsourcing platforms (H&M Nyden brand) […]

  4. […] Nyden is crowdsourcing design on instagram. […]

  5. […] sociologist Zigmunt Bauman described our modern life as “liquid modernity“, where change is occurring more and more rapidly. Bansky´s business model (because […]

  6. […] (in the fashion industry: capsule collection or co-creation) is not only a partnership between customer and brand, but also between companies. This is […]

  7. […] era, the long tail, streetwear, social media, pure players, business platforms, influencers, liquid design… these are some of the ingredients for cooking this […]

  8. […] that globalization is a process whereby corporations discovered that profits lay not in production (outsourced to low-wage workers in developing countries), but in creating branded identities people adopt in […]

  9. […] of course, Zara‘s supply chain revolution with Fast-Fashion. Today, brands can design through crowdsourcing (Nyden and H&M) or deliver using last-mile delivery partners (Glovo, Uber). It´s a new […]

  10. […] Do you collaborate with brands or designers (e.g. co-designing or launching special collection)? Do you plan to create your own […]

  11. […] convergence of technology, social media, liquid communications, as-a-service business model, and operational agility has given rise to the ideal player to cater to customers seeking to shop […]

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