Purpose – The purpose of this paper is to explore the value of the artist's authentic identity in fashion design and art collaborations and evaluate the efficiency of collaborative brand projects. Design/methodology/approach – Through the case study approach, this paper explores the attempts...

Mass customization entails the mass production of individually customized goods and services. Co‐design is a mass customization option where a product's design is based on the customer's selections from a range of design feature offerings. A model comprised of relationships between individual...