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Why co-creation is the key to future success in fashion

Brown sweater from H&M
Meghna R/Unsplash
Feb 03, 2023 By WGSN Insider
Updates from WGSN

What will your wardrobe look like two years from now? What about your avatar in the metaverse? Look into the future with Dennis Claeson, trend forecaster at H&M.

Dennis, who works to bring trends to life, shares his predictions for the future of fashion in this podcast episode. We take a deep dive into consumer co-creation, which can potentially fit within budget constraints, fulfil the desire for versatile items and even feed into the eco-conscious appetite for sustainable clothing all at the same time.

We also cover fashion opportunities in the metaverse, generational attitudes towards consumption and more.

Black and white photo of Dennis Claeson
Dennis Claeson

Driving consumer co-creation

“Consumer co-creation will be a great solution because it’s crazy to think that if only one part of the shoe breaks, you will have to buy a completely new one. It makes no sense anymore. Also, it’s interesting how consumers can, in that way, co-create with brands so they can assemble their own design.”

Woman in grey long-sleeved shirt sitting at table
cottonbro studio/Pexels

Harnessing the metaverse

“The metaverse is a great platform for activations and otherworldly experiences, to minimise your footprints, but also expand your audience because it doesn’t stop anywhere, you can reach anyone that has a computer or smartphone. I think it will stick. The investments by major companies have been so big, but we will see it and we will engage with it to a certain point.”

3D illustration of cute white shoes with feet in them
Shubham Dhage/Unsplash

Standing out from the digital crowd

“In Fortnite everyone has the same three basic outfits. But if you’ve played a lot and you’re good at it, you have the opportunity for another outfit. And that makes you stand out. You don’t look the same as everyone else. How much will people be willing to pay for avatar fashion in the future? The numbers are already really high, especially with youth, I guess more and more.”
– Dennis Claeson, trend forecaster, H&M Group

Head to Apple or Spotify to hear the full discussion on our Lives of Tomorrow podcast episode, What will we, and our avatars, be wearing in the future?

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