Table 2 Co-creation activities scale

CA1

I share my opinions in fashion web spaces (email, website of the retailer, social network of the brand, price comparison engine, forum, blog, etc.)

CA2

I discuss with other online users aspects of a garment or accessory (design, price, usage)

CA3

I provide ideas on the Internet about how fashion companies can create and/or improve their products and services

CA4

I participate in decisions about the development of products and services offered by fashion companies

CA5

I find solutions to my problems together with the company

CA6

I am actively involved in the development of new products and services in the fashion industry (e.g. buying a product that you have previously customised)

CA7

I participate in online polls suggested by a fashion company to market the most voted product and/or disseminate the most voted spot

CA8

I give my opinion, over the Internet, about beta tests (tests of products that have not yet been launched in the market) of garments and accessories

CA9

I participate, via the Internet, in the financing of products that I find interesting to bring to the market