1st Edition

Creativity and Innovation in the Fashion Business Contemporary Issues in Fashion Design and Product Development

By Helen Goworek, Fiona Bailey Copyright 2025
    290 Pages 112 Color Illustrations
    by Routledge

    290 Pages 112 Color Illustrations
    by Routledge

    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 broad 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.

    1 Introduction 

    Helen Goworek

    2 Key sources of Creative Inspiration in the Fashion Business

    Helen Goworek

    3 Technical Aspects of Innovation in the Fashion Business

    Ruth Kelly and Helen Goworek

    4 Applying Innovation Theory to the Fashion Business

    Helen Goworek

    5 Creativity and Innovation in Fashion Forecasting

    Carol Cloughton

    6 Sustainability and Innovation in the Fashion Business

    Helen Goworek

    7 Creativity and Innovation in the Fashion Business for Fashion Brands and Ready-to-Wear Fashion

    Erica Charles

    8 Innovation in the Mass Market Fashion Business

    Fiona Bailey

    Biography

    Helen Goworek PhD is a Professor in Marketing at Durham University, UK

    Fiona Bailey is a Senior Lecturer in Fashion Buying at De Montfort University, UK