BACKGROUND : The number of apparel manufacturers in the South African clothing and textile
industry is diminishing due to competition with importing apparel manufacturers.
Nevertheless, South African small and micro-businesses still manufacture clothing products to
meet the needs of the local markets.
AIM : This study set out to explore and describe the role of collective creativity in the design
process of a South African clothing small business that provides innovative clothing to local
SETTING : The small and micro-businesses are typically owned by designers who can be viewed
as artisan entrepreneurs. However, the competition for the local market is very competitive,
and innovative designs and design processes can promote the competitiveness of the clothing
small and micro-businesses.
METHOD : A case study research design was implemented in the study, which included
qualitative research methods. Semi-structured interviews, participant observation and analysis
of the products against an innovation design framework were done.
RESULTS : The findings suggest that a collaborative design process supports the collective
creativity of the particular owner-designers. Collective creativity enables innovative clothing
products that result from the design process and it also reduced the perceived risk that the
owner-designers experienced with regard to launching a ready-to-wear range.
CONCLUSION : It is argued that collective creativity contributes to sustaining innovative design
and enhances abductive reasoning for problem solving. Abductive reasoning, which is
typically associated with design thinking, could be important for entrepreneurial thinking and
recommendations in this regard are made.
Van Vollenhoven, Willem J.; Blignaut, Anita Seugnet(South African Association of Family Ecology and Consumer Sciences, 2007)
International human rights instruments propose to enhance human rights of all people. Yet, not all countries have ratified these instruments, thus subjecting themselves to their authority. Particular religious groups, e.g. ...
Brink, Basil(Art Historical Work Group of South Africa, 2011)
Two important and original buildings in the respective oeuvres of the South African architects RS
Uytenbogaardt (1933-1998) and C Strauss Brink (1920-1992), viz. the Bonwit Clothing Factory (1967)
in Cape Town by the ...
Van Eck, A.; Grobler, Anske F.; Herbst, F.J. (Frederick Jacobus)(Southern African Communication Association, 2004-07)
Young black adolescents can no longer be ignored as an important and strategic market segment in the South African clothing industry. Yet, very little research has been undertaken in the academic domain on their perceptions ...