Fashion Marketing: Contemporary Issues, Second edition - Pr School

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Innovation management in creating new fashions 189 The discussion of the role of creativity in today’s textile/apparel industry applies to the world’s highly developed economies in general, which are entering a new stage of development. For centuries, this growth was based on increases in productivity. However, ‘this expansion trajectory is now perceived as unsustainable’ (Andersson, 1997). Quantitative growth must be replaced by improvements in quality. ‘Wealth creating innovations ultimately substitute knowledge for energy or materials. Knowledge accumulates exponentially, with every innovation creating the opportunity for a greater number of innovations’ (Petzinger Jr, 2000). As products are becoming more varied and complex, creativity rather than productivity is becoming the key to business success and survival. In the new knowledge-based economy, Petzinger (2000) concludes ‘creativity is overtaking capital as the principal elixir of growth’. Despite the importance of creativity for product differentiation, creativity regarding textile or apparel designers, design teams and the design process has not been widely investigated. Most of the models reviewed describe the creative process as a problemsolving system. Alexander (1977) recognized that in the architectural design process some problems occur over and over again, in a given environment, with a core (generic) solution. From that observation, he was the first to develop a pattern language for a design process, where each pattern describes a problem/solution combination related to a specific context. The patterns are formulated in such a way that they can be used in different sequences and numbers, many times over, without ever doing it the same way twice. Therefore, the output can always be unique and new, thus defined as creative. A pattern language for the apparel design process could channel creative efforts and enhance communication between design team members by providing them with a common language for creative fashion design. Mapping the creative design process The design process generally includes all the steps involved from generation of ideas and concepts to prototype development of the end product (Secor, 1992). It is a multidisciplinary science that requires teamwork and collaboration between various corporate functions. Marketing and sales information are particularly important in the initial phase of the process. Design, material and process knowledge is necessary to follow through to the next phases and ultimately create new products. Textile/apparel design processes in the literature are covered from both a theoretical and empirical point of view. Since market and production constraints need to be integrated into the process, a combination of skills and therefore a collaboration of various corporate activities and functions are required. Theoretical models and empirical descriptions attempt to capture the creative design process to make it more tangible for all the design team members and management. The following figures show the product design and development processes from different points of view.
190 Fashion Marketing Figure 10.1 shows a theoretical model of the apparel design and development process (Carr and Pomeroy, 1992). Similarly to Carr and Pomeroy’s model, Sadd (1996), of KSA, identifies five steps to product development: consumer research, design/concept development, sampling, specification development and finally pre-production sampling. This whole pre-production phase is critical to achieve successful product sell-through. Here, we will focus on the ‘origin of styles’ phase, which will always be referred to as the creative design or conception phase for the purpose of clarity. Market research The origin of styles Design concept Market screening Prototype pattern The development of samples Sample Range meeting The refinement of business objectives Pattern adaptation Testing Production patterns Grading The attainment of commercial products Markers Production templates Specifications Feedback from manufacturing Feedback from marketplace Figure 10.1 The process of apparel design and product development. Source: Carr and Pomeroy (1992). The following models focus more on this conception phase. The first one is based on a case study run by Gaskill (1992) in order to profile the functional
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Fashion Marketing
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Fashion Marketing Contemporary Issu
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Contents Foreword List of Contribut
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Contents vii Why do fashion retaile
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Contents ix 14 The international fl
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Foreword Fashion is driven by creat
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List of contributors Emma Banister
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List of Contributors xv identity. H
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List of Contributors xvii M. C. Lam
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Acknowledgements Tony would like to
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Introduction In this introduction t
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Introduction xxiii supermarket fash
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1 Globalization: global markets and
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Globalization: global markets and g
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2 Supply chain strategies, structur
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Supply chain strategies, structures
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Challenges of fashion buying and me
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4 Segmenting fashion consumers: rec
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Segmenting fashion consumers 75 req
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Segmenting fashion consumers 77 seg
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Segmenting fashion consumers 79 (19
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Segmenting fashion consumers 81 (20
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Segmenting fashion consumers 83 if
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Segmenting fashion consumers 85 of
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Segmenting fashion consumers 87 Gub
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5 Developing a research agenda for
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Developing a research agenda for th
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6 Retail brand marketing in the fas
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Retail brand marketing in the fashi
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Competitive marketing strategies of
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Page 220 and 221: Marketing plan Phase 1: Line planni
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Fashion retailer desired and percei
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13 Fashion e-tailing Ruth Marciniak
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Fashion e-tailing 261 retailers are
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Fashion e-tailing 263 Then and Delo
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Fashion e-tailing 265 STAGE ONE Dev
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Fashion e-tailing 267 and Vijaysara
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Fashion e-tailing 269 Table 13.2 Be
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Table 13.3 Empirical work on fashio
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Lu and Rucker Identification of pre
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Fashion e-tailing 275 Hall, J. (199
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14 The international flagship store
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The international flagship stores o
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15 The making and marketing of a tr
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The making and marketing of a trend
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Approaches to doing research 309 Cr
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Approaches to doing research 311 In
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Approaches to doing research 313 ch
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Index Accessible luxury, 178 Adidas
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Index 317 Couture shows, 183 Creati
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Index 319 free trade, 9-10 impact,
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Index 321 Micro-marketing, 198 Midd
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Index 323 design factor, 156-7 soci
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