Putting the puzzle together: apparel professionals' perspectives on creativity

Abstract

The purpose of this study was to understand the role of creativity within the apparel industry by exploring experiences and perspectives of industry professionals. This research investigated: (1) how the industry insiders understood creativity and (2) how they utilised it in their careers. In-depth, structured interviews were used to collect the data. A total of 28 professionals in diverse positions employed in various apparel-related organisations participated in the study. A phenomenological interpretation of the data resulted in three topical areas that allowed mapping the creativity phenomenon to facilitate a deeper understanding of its nature, manifestation and outcomes. The mapping process resulted in a creativity framework that may be used for developing creative thinking skills and opens up new research venues.

Keywords:

• creativity
• apparel industry
• interview