BrandAlley Does Crowdsourcing

Source: The Telegraph

Discount luxury e-tailer BrandAlley is launching a new virtual platform on its French and UK websites to promote and fund fledgling fashion talent. The new concept, called Le Lab, will debut in January 2011.

Taking a cue from the rising trend of crowdsourcing, Le Lab will allow BrandAlley Web users to vote on and decide which designs make it into production and become available for sale on the site.

A dozen designers will be chosen from prestigious fashion schools including l’Institut Français de la Mode, run by the French fashion industry’s official governing body, to participate in the new project. Their sketches for a potential collection will be posted online at Le Lab. If the designs garner a thousand votes from Le Lab’s online community, pieces from the collection will then be manufactured at BrandAlley’s factories in China and Tunisia.

Direct retailing and crowdsourcing, the idea behind BrandAlley’s Le Lab, have the potential to radically alter what’s available in the fashion landscape since it allows consumers to have a say in what is designed and produced.


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