What Fashion Teaches Us About Innovation
I often get asked, especially when I speak to leaders in innovation “fashion and innovation? How?”
Coming into these conversations at the beginning of my innovation journey, many a time I would be self-conscious about what innovation managers, my colleagues in the field, or potential clientele would think - upon perusing my LinkedIn profile - about my having transitioned from fashion to innovation and entrepreneurship support.
I would see, in some cases, the intrigue and wonder at how these two could possibly co-exist. That is no surprise, especially in the African and sometimes, more conservative contexts, as fashion is frequently deemed flimsy or superficial. Within the context of business, it is seen as having little to no impact on the economy and the “more critical” aspects of economic development.
When we shift the lens towards creating products and services that customers love, that have an impact and shatter the status quo, I believe one has to look to the arts, and perhaps fashion in particular.
And so, when I get asked the question about how I made the transition from fashion to innovation, and how these two could possibly co-exist and consequently influence one another, a few points come to mind.
The influence that fashion has had on my approach to my work within the context of corporate, social, or student-led innovation has shown up in somewhat subtle ways, and gradually, as I have developed a deeper understanding of the jobs to be done and ultimately what partners and customers are looking for.
The first learning would be the power of creativity. This is repeatedly shared in innovation documents, at conferences, in podcasts, and in team brainstorms. It is one thing to talk about, and another to embrace.
Nowhere perhaps, is creativity more pronounced than within the realm of fashion and the arts. My work as an art director entailed ignoring (for a time) all the rules and see where our imagination could take us.
That was followed promptly by experimentation (sketching and mock-ups). Some of the greatest designers I know of, locally and internationally, spend a great deal more time testing their ideas (hypotheses), than discussing the process to develop the idea.
I must caveat this statement by mentioning that a process, a rigorous, efficient process is required to make innovation happen sustainably, we, however, need to be careful that the process (and thinking about the process) does not become the bulk of the work.
The second would be the vision, that influences your identity, and the impact you are wanting to create on the world. Observe any true artist and you witness a dogged obsession with their creative voice, with their ‘why’. The manner in which they express this voice may change drastically over time, but ultimately they work to remain aligned to their raison d’etre.
What does this mean for large corporations and their innovation managers or teams?
Align with your vision, in a world filled with more and more disruptive technologies/products/services, it is easy to become obsessed with being a part of the here and now. The kind of innovation that creates long-term impact, however, is aligned to something much larger than the immediate term.
I share this quote by Professor of Innovation Management at Babson College, Gina O’Connor - “Consider this: Rather than aligning with some part of the organization as it currently exists, align your innovation with the company’s future vision.”
The third, and certainly not the least would be the people, these beautifully hard-to-please, constantly-in-flux, beings. Fashion, and art in general, are often used as a means of expression. It is the vehicle through which artists tell the stories of their time and perhaps most significant to this context, influence and connect to the wider world.
To paint a clearer picture, fashion designers and artists alike, expend enormous amounts of energy observing people - how they behave, how they move, what they eat, where they go, and from that understanding, craft pieces that fit into that lifestyle.
When fashion brands say “for the contemporary woman, that is not bound by tradition”, it is more than just a marketing slogan (for some). They would have done their best to understand the unconventional woman - the elements that make her who she is and how she has chosen to express this “rebellion”.
When we bring this into the corporate space, it is a call to pay even more attention to who we hope to create value for, intrinsically. Then spend the majority of our time crafting pieces (products or services) that they will gravitate towards.
Think about the pieces of clothing that you own, the ones to which you feel the deepest connection - how it feels like the designer knows you - that is the feeling we must be looking to invoke in our customers, whether we are building a mobile money platform or an e-learning application.
Fundamentally, this has been about how the world is inextricably linked. How a diverse outlook can enrich the teams that we have and therefore the products that we build.
At BongoHive, my team and I believe that this is important to co-creating viable solutions that change the world; about harnessing the power of diversity and creativity to build products and services customers will love.
