Topic: Customer involvement through social media in the product development process within the luxury goods industry, by Louise Granström and Iris Minö
Interview
Media: Master Thesis
« If you take Glossier for example, which though is far from luxury, they use the social media tool Slack with their top 100-200 customers worldwide. When the company thinks about a new formula and so on, they pretest and ask for feedback on Slack to these people. Super engaging people actually spend hours and days to debate and confirm, that is how Glossier manage to change the formula every time. It is not really a challenge; it is more a matter of how you structure your relationship with you communities. It is something which is not a technical issue it is more cultural issues; how do we grow up together? (…) By bringing people in at a very early stage in the PD process is not necessarily to replace your own ideas by other people’s ideas, it is about to associate the result of the success of the product together with them. »
