A framework for apparel design innovation in the textile and clothing industry of Pakistan

Abstract

Pakistan's Textile and Clothing sector relies on cotton-based products, of which a major share entails textile raw material. Researchers have identified the importance of design innovation for value-added apparel products in the textile and clothing sector to encounter future challenges. Albeit the eminence of new product development in shaping future lifestyles and environments is realized in other research, it is important to address the apparel design process and what apparel products to design. Therefore, an in-depth study of apparel design practice is needed to facilitate product design innovation within the industrial setup. Consequently, this study proposes a framework to enhance the innovation potential of apparel design in Pakistan's textile and clothing industry. The framework determined factors related to product design components that influence new product development. It developed an outline to strategize the apparel design process by observing the current design practices in an industrial setup. Qualitative research revealed novel approaches for developing new apparel products by investigating the design practices of apparel designers. The study adopted an exploratory investigation of the effectiveness of design practice through the phenomenological empirical approach. The published sources' content analysis was performed, leading to an industrial inventory. Subsequently, concurrent research methods of field observation and semi-structured interviews were conducted to develop an insight into the phenomenon. The results established that the existing design practices focus on product interface and appearance-related chores. Thematic analysis of interviews and graphical analysis of the design processes revealed that design components related to the product’s identity, functionality, and execution are less focused during the identification and ideation phase, resulting in limited design possibilities. Identification of design briefs is market-driven and primarily based on lifestyle, culture, events, and seasons. The data analysis revealed that the propositions for innovation strategies in apparel design have four essential components: aesthetics, function, production, and product identity. The study also found that the priorities to engage product design components during the design process vary according to product typology for achieving innovation. The framework classified change factors for each stage of the design process to recommend innovative identification of design briefs, methods of ideation to focus on the multiple design components of the garment, and collaborative ventures with internal and external design environments for improved fabrication of the products. The proposed framework is validated through focus group discussions with experts. The study provides a framework for directing apparel design practice to enhance new apparel products over three stages of identification, ideation, and fabrication in the design development process. The study concludes significant factors influencing apparel design innovation. The proposed framework invites further investigation in apparel design innovation on the degree and nature of design collaborations, design networking systems, the discovery of alternate resources, exploration of new materials, skill development of young designers, and reforms in design education to augment innovation.