Konferensartikel

In this paper we present how the meaning of a product can radically be innovated through add-on services and related service support products to the existing product instead of significantly redesigning it. We explore and investigate this assertion with an action-oriented case study using a research through design approach. Our research was done within the Dutch fashion industry together with a fashion label specialized in handmade knitwear. As a result two services; ‘Meet Your Knitter’ and ‘Our Garment’; were designed and added to an exclusive garment line. Early probing indicated an innovation in the meaning of the garments through servitization. In general; we conclude that servitization of products can be a promising approach for design-driven innovation. This is especially interesting for firms that would like to probe and experiment with service design for meaning innovations. However; more research is required to fully understand and utilize the suggested approach.

design-driven innovation; handmade fashion industry; servitization of products