Co-design and Mass Customization in the Portuguese footwear cluster: an exploratory study

Abstract In the present, consumers tend to be more knowledgeable and interventive, requiring an active role in the way how they relate to brands and products. To meet this need, several sectors of the fashion industry saw this as a market opportunity and adopted approaches of Collaborative Design and Mass Customization. The footwear sector was not indifferent to this new paradigm of creation, production, distribution, and consumption, and several worldwide brands adopted innovative strategies. In Portugal, despite footwear being a mature industry with a strong tradition and worldwide recognition, it is necessary to continuously invest in innovation-based competitiveness, exploring the opportunities of Industry 4.0. Thus, the study seeks to analyse this important sector of the Portuguese economy, in order to perceive the acceptance, vision, and expectations regarding the approaches of Co-design and Mass Customization. In this way, seven companies with national relevance were studied based on a questionnaire survey. Findings show the industry’s interest in Co-design and customization, despite the concern about the effort and risk associated to the transition and implementation of the productive approach. Relevant data for the development of collaborative models of footwear customization are gathered in this study.