Abstract
The widespread concept of total customer value helps raise the issue of how to generate value through user-centric view. This article puts its emphasis on the sources of customer value creation and corresponding innovations strategies, which were validated through a pilot study in Taiwan. This study also compares commonalities and unique characteristics on three fashion products from the customer value creation perspective through the survey. The following implications are concluded. First, nine factors and 51 elements were identified to be useful for increasing customer value for Asian or Chinese people. Moreover, some factors (e.g., emotional and delicacy factors) are found different from those discussed in previous studies. Finally, practical guidelines for value-based innovation are also discussed in this paper.
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