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.
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