Stimulating collective creativity in fashion small and medium enterprises: towards a resource-sensitive innovation model

Abstract

Creativity is an essential factor for the success of the fashion industry, but small and medium enterprises often face significant barriers when it comes to systematically developing innovation. Unlike major companies, small businesses do not have dedicated research and development infrastructure and are therefore highly dependent on collaborative and resource-efficient processes. This article discusses the gap in existing systems and proposes a conceptual model to stimulate collective creativity that is adapted to the realities of fashion small and medium enterprises. The model emphasizes resource sensitivity, less formalized management, and measurable results, including product novelty, go-to-market time, and customer engagement. By treating creativity as a collective capability, this study contributes both to theoretical insights into small and medium enterprises innovation processes and to practical guidelines for fashion industry practitioners seeking to increase competitiveness. The study concludes with recommendations for managers, policymakers, and future research on the applicability of the creativity model