Servitization of products as an approach for design-driven innovation

In this paper we present how the meaning of a product can radically be innovated through add-on services and related service support products to the existing product instead of significantly redesigning it. We explore and investigate this assertion with an action-oriented case study using a research through design approach. Our research was done within the Dutch fashion industry together with a fashion label specialized in handmade knitwear. As a result two services, ‘Meet Your Knitter’ and ‘Our Garment’, were designed and added to an exclusive garment line. Early probing indicated an innovation in the meaning of the garments through servitization. In general, we conclude that servitization of products can be a promising approach for design-driven innovation. This is especially interesting for firms that would like to probe and experiment with service design for meaning innovations. However, more research is required to fully understand and utilize the suggested approach.