Fashion Marketing: Contemporary Issues, Second edition - Pr School

Innovation management in creating new fashions 211
Watkins, (1988)
Acceptance Analysis Definition Ideation
Idea
selection
Implementation
and
evaluation
Lamb and Kallal, (1994) (personal communication)
Problem identification
Preliminary
ideas
Design
refinement
Prototype
Evaluation
Implementation
Amabile, (1996)
Problem or task identification
Preparation
Response
Generation
Response
validation and
communication
Outcome
LaBat and Sokolowski, (1999)
Problem definition and research Creative exploration Implementation
Figure 10.16 Comparing the phase of creative design process models. Source: Le Pechoux (2000).
The creative exploration is the least well-defined stage, referred to as
the ‘creative leap’ by Watkins (1988) or ‘black box’ design by Jones (1981).
However, Jones believes this phase can be described, if not explained, in detail
and communicated to all design process participants. This ‘glass box’ approach
to design, as he calls it, is a systematic, visible and analytical approach in
which sub-functions and links between functions are mapped out, and where
patterns are imposed on all the information gathered in the initial stage of the
design process. The models reviewed fail to focus on this initial stage, its components
and its dynamic structure. A pattern language could provide the tool
to map out and move through the archetypal model of this creative process
(Le Pechoux, 2000).
Future innovation management practices
The current state of knowledge in the area of creative fashion design teaches
us that the dynamics of the industry are a complex system of interactions in