Creativity and Innovation in the Fashion Business

Creativity and Innovation in the Fashion Business explores the ways in which creativity and innovation play a central role across the fashion industry, paying particular attention to design and technical perspectives. This topic is examined through careful theoretical analysis, incorporating the perspectives of multiple contributors who together possess a wealth of combined experience in creative and technical roles in the fashion business. Broad in scope, this textbook first provides a wide overview of creativity and innovative developments across the industry, before considering technical and digital innovation in production and product development, as well as trend forecasting. The final part of the book then consists of an exploration of sustainable innovation in design for fashion brands and retailers. Each chapter includes aims and summaries to structure learning and highlight key points, academic insights from thought leaders and interviews from industry and academia. A vital introductory textbook, Creativity and Innovation in the Fashion Industry is well-suited to undergraduate and postgraduate modules across subjects such as Fashion Business, Fashion Design and Manufacturing, Product Development, Innovation Management, and Buying and Merchandising. Online resources include PowerPoint slides and a test bank.

Helen Goworek PhD is Professor in Marketing and MSc Marketing Programme Director at Durham University, UK. Helen's prior experience of working in the fashion industry in buying and design for retailers and manufacturers for several years influences her research in the fields of product development, retailing and sustainability. Fiona Bailey is Programme leader in Fashion Management at De Montfort University, UK. Fiona's research focuses on Gen Z's online search behaviour and UX design strategies for fashion retailers. She has over 20 years experience in the fashion industry, as a buyer for one of the UK's biggest retailers, Next, and as an entrepreneur, jointly setting up the award-winning, sustainable, girlswear brand Kingdom of Origin. She regularly contributes to BBC radio as a retail business expert and holds a BA in Business Management with languages from Edinburgh Napier University, UK and a MA in Design Management from De Montfort University, UK.

Author's Note vii Acknowledgements ix List of Figures xi List of Tables xv List of Contributors xvii 1 Introduction 1 Helen Goworek 2 Key Sources of Creative Inspiration in the Fashion Business 13 Helen Goworek 3 Technical Aspects of Innovation in the Fashion Business 46 Ruth Kelly and Helen Goworek 4 Applying Innovation Theory to the Fashion Business 78 Helen Goworek 5 Creativity and Innovation in Fashion Forecasting 113 Carol Cloughton 6 Sustainability and Innovation in the Fashion Business 141 Helen Goworek 7 Creativity and Innovation for Branded and Ready-to-wear Fashion 174 Erica Charles 8 Creativity and Innovation in the Mass Market Fashion Business 204 Fiona Bailey Index 233