The article ‘Expertise and creativity in knitwear design in the International Journal of New Product Development and Innovation Management’, discusses Knitwear Designer Burnout as a significant phenomenon. Sheer innovation is always seen at the start of the cycle of a designer’s career, and which then filters down to standardised product that aligns with wider taste as the designer develops more experience (so they can generate more volume to reach a broader customer base and meet the sustainable profit business needs of a brand).
But the article offers a finding in that “Being creative isn’t just producing something new and different. The challenge is to create something both novel and appropriate. In the fashion and knitwear industries this means producing something that is fresh and different while being true to the company style and brand image, and meeting both the customers’ needs and expectations and the company’s commercial and manufacturing requirements.” Stacey, M. K., Eckert, C. M., & Wiley, J.(2002).
It's only after context and perspective arrived at through experience of working for other brands, that I learnt to understand the balance of innovation with standardisation, and which adds competitive advantage to a brand.
Stacey, M. K., Eckert, C. M., & Wiley, J. (2002).Expertise and creativity in knitwear design. International Journal of NewProduct Development and Innovation Management, 4(1), 49-64.
