There are numerous industries where the elite tastes of a select few define the trends and styles that are later simplified for consumption by mass-markets. This happens in automotive with concept cars and auto-shows, in music with bedazzling acts by headlining rockstars, and most famously in fashion with red-hot runway shows. With the help of the social web, this trickle down model is beginning to get turned on its head. A handful of socially savvy start-up companies have empowered shoppers to decide what clothes get produced, how they get distributed, and what the designs will be.



Fashionstake.com – For an up-and-coming designer, it’s challenging to know what consumers will buy. Fashionstake lets designers post their ideas and have web visitors vote on the designs. Not only do the most popular designs get produced, but the individuals who voted them in get rewarded with discounts.

RentTheRunway.com – An elegant gown can cost thousands of dollars and, all too often, only gets worn once. Rent The Runway lets women rent designer outfits at about 10% of the cost of purchase. And because multiple sizes get shipped, the online experience doesn’t get in the way of proper fitting.

BlankLabel.com – If you’ve ever hung out on the floor of a stock exchange, you’ve noticed that just about all men dress the same. Blank Label lets guys break the mold and design their own custom shirts. Everything from fabric type to button color to collar style is customizable, letting fashion conscious guys take design into their own hands.



Fashion brands are noticing these innovative ideas, and according to an article on Mashable, now top designers and brands are beginning to use similar techniques. Burberry is planning to launch a site for customers to design their own trench coat, and designers like Derek Lam and Rebecca Minkoff are turning to voting site visitors to decide which designs get made.

The lessons that major fashion brands can take away from these innovators are numerous, but at the heart of trickle-up fashionomics is the concept of customer engagement. When customers have a say in what they buy and how they buy it, a deeper emotional connection is formed with the brand and the shopping experience. This elevation of engagement increases loyalty, satisfaction, and the likelihood of making word-of-mouth recommendations to others. As these small startups become increasingly influential, it’s no surprise that fashion brands are beginning to follow suit.