Idea Generation in the Fashion Industry

Idea Generation in the Fashion Industry

Robert J. Vinke

Uppsala University

A thesis submitted for the degree of

Master of Social Science in Entrepreneurship

Table of Contents

SUMMERY OF THE THEORY OF IDEA GENERATION... 13

Example of Quotes (First Order) Second-Order

Codes First-Order Codes

“They (designers) work more in teams, where they

come up with ideas on their own.” - Se Individual vs. collective idea generation “I would say that it (idea generation) is still quite dependant on the designer to actually like make an item that is his” - Ji Creative Director Positioning “I think its (idea generation) very fluid motion... So I think you continuously have to work on it, and when I have an idea I will sketch it out“ – Le Mechanism of ideas “Yes, but that for practical reasons, because it’s a

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Appendix 2

Self-memos on participant behavior. An

Was very relaxed where she talked out freely and seemed not to be in a hurry what so ever. Came across very knowledgeable with great in-depth understanding of how the fashion industry worked. Where this is I think based in her education and broad working experience with other designers.

An displayed a negative disposition towards the fashion industry, not negative in the way

she thinks it should not exist but negative in the way she feels the way the fashion industry works and operates at the moment is not in line with the way she was educated in her creative education.

Her main point was that the fashion industry uses a lot of copying from other companies in order to create their products.

Ch

Felt a little bit hurried at the beginning, where this did not feel like it was uncommon to him. He felt like a person who just wants to cut to the chase, straight in what I needed from him. This made my interview protocol not too useful in terms of approach to structural categories I wanted to discuss, but was for sure very time effective.

He was very very knowledgeable in the way he spoke where from out his position in the company had a good recollection and knowledge on where in the organization the ideas came up from.

Se

He felt very relaxed. Was on his day off and so was very willing and able to have a long interview. Felt very knowledgeable due to his history in different companies and his position within the idea generation process.

Le

The interviewer knew Le from his days in the fashion industry. This has no negative

connotation and made it very easy and relaxed to talk. The setting was really relaxed which produced a positive atmosphere. Due to his extensive experience in different companies within the sport-fashion industry within the designer teams, he has a good knowledge and notion towards idea generation.

Ji