Idea Generation in the Fashion Industry

Sammanfattning: This research explores the idea generation stage in the innovational process within the fashion industry. The theory section states the relation of idea generation to the innovational process. It was stated that idea generation in the fashion industry is very centralised and attached to the creative director. Where idea generation comes, can be promoted and developed in multiple ways, through stimulating creativity and establishing appropriate ideation systems. Through five semi-structured interviews and consequent analysis, it is found, that contrary to established research, idea generation towards product development happens a lot more distant from the creative director. This generation of ideas is directed by this person, but the actual generation of ideas happens through a very collaborative process rooted in the designers. The artistic direction set by the creative director is a major influencer of ideas generated. Prime influencer to this, are economic motives, which consequently make these businesses pursue copying to generate a coherent trend, where they use big data to forecast these trends. From a designer perspective ideas are primarily influenced by; experience, encouragement from top management and submersion into the target market. The results of this research show how and where ideas are generated in the fashion industry.