Co-creating your product selection with customers

I found this ModCloth Speedy Supply Chain for Fast Fashion strategy very instructive.  Please note particularly how ModCloth include its customers in the buying process:

“In a program it calls “Be the Buyer,” ModCloth lets online shoppers vote on dresses and jewelry designs they would like to purchase, before the company places an order with a supplier.  The company tracks comments, such as one that suggests a dress would look good without a particular kind of ruffle. ModCloth often makes adjustments with suppliers and tracks how votes in the program affect ultimate purchases and predicts demand. Shoppers participating in ModCloth’s “Be the Buyer” votes tend to purchase twice as much, Mr. Shotts says.”