International Journal of Clothing Science and Technology

Purpose – The purpose of this paper is to discuss how brassiere manufacturers develop new designs for bra products, suitable for individual consumers, through consumer codesign.

Design/methodology/approach – New product design that relies on conjoint analysis algorithms can depict multidimensional attribute profiles, such that consumers' choice behavior reflects their preferences and overall judgment of the profiles. This statistical technique provides a means to codesign and customize bra products and thereby enhance the overall bra design process.

Findings – Bra products codesign suggests goals such as attractive appearance, shoulder strap style, vivid/mild color, elegance/sexy lace, comfort/practicality, fabric, lining, comfort/attractive appearance, neckline design, comfort/excellent function cut, sewn cups, and generous quantities. The most preferred combination of attributes for all respondents is a cotton/cotton blend fabric, seamless bra that offers a detachable shoulder strap, lavender color, a two-strap style, lace details, and a low-cut plunge neckline. The paper illustrates consumers' bra awareness attributes, codesign approach, and individual optimum individualized bra designs.

Practical implications – The results provide a useful source of information for product managers, who should consider the use of codesign to design the best products for individual consumers and decrease the risk of design failure, as well as promote consumer loyalty and satisfaction toward the product.

Originality/value – The paper provides a unique method to understand the new product codesign structure and make bra product design decisions that integrate optimum individualized design.