We see the key components of success in the fashion industry as innovation and creativity. Technology today offers a multitude of options for innovation. It has become a part of life and allows us to experience everything instantly. As a result, the fashion industry has undergone a significant transformation in recent years; digital showrooms, digital design, and virtual runway shows have become part of everyday fashion businesses, but this requires a shift in mentality.


While technology is constantly getting smarter, it’s important to remember that people still need to learn. Only humans have creativity and imagination. It’s not enough just to have disruptive technology! Entrepreneurs need to industrialize it, commercialize it, and make it accessible to the world and consumers.


As Gucci President and CEO Marco Bizzarri said, ” Anyone can copy technology, but creativity comes from people”.


Both creativity and innovation are essential to be successful in the fashion industry and gain market share. It’s all about choosing the right balance between the two. For a company to survive, it must define a future purpose that fits in this world of still untapped potential. As a brand, you need to be culturally connected and focus on collaboration within communities.




Needs to trigger creativity. Man shows his creative manifestations by idealizing individual aspirations and thoughts. Need is a motivating factor that drives knowledge seeking, problem-solving, and satisfaction. According to Santis and Lobach, “Human behavior is also driven by multiple and varied needs. “Necessity seeks satisfaction; the purpose is the spontaneous will to achieve something that comes from the idea of visualization. Purpose consists of the desire to achieve something attainable or unattainable. Needs and wants accompany the evolution of technology, information tools, and economic development.

Lobach states that design consists of a systematic design, plan, or method that involves problem-solving, including ideas, innovation, sketches, examples, and models, to make the solution found concrete.

For centuries, evolutionary needs have been accompanied by the development of tools, methods, and systems. Continuous evolution through research and events shows that innovative creativity plays a key role. The development of the human creative process has also pointed to various stories of failures, disappointments, and problems of creativity and innovation; Many researchers have been fascinated by creative inertia, difficulty in articulating ideas, fears and lack of innovation, and even seemingly unsolvable problems. Despite these problems, the creative process has become an important tool for resource development, and theories, techniques, and tools such as the promotion and organization of the creative process, Design Thinking, Design Methodology, and Creative Problem Solving Theory are explored. These techniques are applied to the development of textile products.

Ostrower states that the ability to understand, assimilate, construct and make sense is creative action. Creation is a way of establishing a new relationship between the human mind and the object to grasp or redefine the meaning, to give a new meaning, to give a new practice, to the ability to perceive an object with a different vision. Cognition (knowledge of facts), intelligence (logical thinking, communication, knowledge, sensitivity, problem-solving, emotional control, etc.), and innovation (creating something unknown) are a combination of the creative process.

The ability to innovate is a very important feature that makes the difference between a good textile engineer and an ordinary engineer. Higher education provides the industry with engineers and specialists who can manage complex technologies. The dynamics of the modern textile company are those who can anticipate opportunities, design original products, have new ideas and initiatives, etc. Requires creative engineers.

The main methods for developing creativity


Osborn’s direction – the aim is to make teamwork more efficient by reducing psychological inertia.

Motivational methods: brainstorming, synth, FDM (Basic Design Method), six thinking hats

Altshuller (TRIZ) aspect – the purpose is to use technical patents. It uses the database to generate new ideas.


Methods: identifying and resolving physical/technical contradictions, performing a contrasting experiment, using evolutionary patterns, creating an ideal model, using available resources, determining how to reproduce in the system and its environment, and observed phenomena.

Miles & Ishikawa’s direction – the goal is to reconstruct all available knowledge to apply it to the creation process.

Methods: Value engineering, morphological analysis, QFD (Quality Function Distribution), fishbone diagram.


An engineer can work as an individual or as part of a team. Teams can more easily access creative solutions and innovations.


Learn to work together and practice the “ready-to-go” state. A company with a strong culture of creativity has several innovation teams looking for new ideas for innovative products, processes, and administrative activities.

To meet the new type of consumer coming from communication and social changes, manufacturers try to harmonize existing needs with functionality and aesthetics by creating values ​​that can be applied to technological fabrics.


A brand needs to understand the WHAT, WHY, HOW, and WHERE of consumers. You can reach consumers with a modern and authentic spirit that creates the positive power of the collective by keeping the product purpose in mind, breaking through barriers with new ideas, and pushing creative and innovative boundaries for a better future for our planet.