Shoppers Get Co-Creative

"Co-creation" companies, which let consumers help design their own products, are flourishing even in thriftier times. In 2008, Virginia spoke to fashion editor Kim Hastreiter about custom ordering sneakers, handbags, and other consumer goods. Start-up Blank Label, a custom dress shirt company, is a recent addition to the market.

CEO Fan Bi told The New York Times’ Amy Wallace that Blank Label thrives on customers’ desire to create something themselves. As a person of limited DIY talent, I can see that the simplicity of a create-it-yourself website is appealing. Consumers get to make something unique without also making a mess, wasting supplies, or learning time-consuming skills like tailoring. Co-creation businesses don’t have to amass and store inventory or predict what sizes or designs customers want.

Among the other options Wallace found online for co-creative shoppers are "granola, jewelry, chocolate, handbags and clothing for girls ages 6 to 12.”

In just a few minutes of searching I also found design-your own dresses, spice blends, furniture cushions, teas, and even blueprints.

Like so many online trends, this one seems like a virtual extension of real world choices. I "custom designed" my window box this weekend at a local nursery. A friend knitted my favorite mittens to match my coat. Any creative home cook can mix up a secret sauce. But I can see the benefits of building your own furniture and clothing virtually.

Do you "co-create" online? Tell us what you’ve made-to order.

(Photo by Orin Zebest via Flickr/CreativeCommons)