The Co-Creation, Crowdsourcing and Sustainability Applied to the Management and Communication of Fashion Brands

The recent alterations of the world economic context in general and Europe in particular combined with the ecologic, climatic and social crisis determine the structural characteristics of the different systems and led to the market change. This first disturbed period of the XXI century, based specially on the financial collapse, had the particularity among other aspects of raising doubts about the principles, values and consumption practices of the last decades. In assuming their status, they are increasingly aware, powerful, socially and interventional upon business to a sociopolitical level in order to give the modelling and adaptation of economic mechanisms according to their own values. Therefore, they reach a central role in co-creation system value in which economy is no longer driven by the market but for the consumer himself. In the particular case of fashion, the reorientation of the consumer's choice criterions of behaviour referred, allowed the value proposal to incorporate these new realities. It is an evolution to a new market approach of holistic nature and sustainable which combine the marketing environment, the global nature of the markets and express the new economic and social paradigms. Based on a literatural review with a theorical framework, this article will be present and analyze two brands based on these assumptions, {r} evolution apparel and Threadless.