Creativity in firms case-study : slow Artist

Abstract

The world in which we live in is in the process of constant changes and shifts. These changes affect all societies and firms as we are in a global world where limits and boundaries are being steadily eradicated. This makes firms to have to face new challenges, so it is necessary for them to have a pro-active scope and adopt organizational measures in accordance to this ever shifting world. In this paradigm, we should not find strange that creativity and innovation in the organisational field are being paid increasing attention: both concepts are the sources of competitive advantage that allow firms not only to survive but make a difference with their competitors and achieve any goals. Creativity and innovation play therefore a fundamental role nowadays, being important in any sector or industry. Fashion industry, in which we are going to dig deeper in the present study, has not been alien to this reality. This sector, just as any other, has suffered many changes. Nowadays, society is more demanding when it comes to fair trade and wants a bigger environmental commitment aiming towards transparent and green business models. This translates into the fashion business too where the number of firms aiming for a new perspective on fashion is increasing: sustainable fashion, manufactured with eco fabrics that offer products ruled by social conscience and environmental conscience offering products with a unique design. The traditional manufacturing way is sought after as well as getting back that great love for those garments that were with us for years and so became part of our years. In this project we have proposed focusing in a particular case in this industry, the Castellon based sustainable fashion label Slow Artist. It was founded in 2014 based on the wishes of two ambitious young ladies. It is expected to become a referent in the near future regarding this new fashion concept. The main aim of the project will be analysing the creativity and innovation in this firm. To do so, we will offer a theoretical approach in both concepts and its historical evolution. Secondly we will introduce Slow Artist; we shall focus on the sustainable fashion industry in which we will place the technologic park where its headquarters are located (Espaitec), without forgetting about its philosophy and its products. Next, we will analyse the case-study of the firm itself. Here we will get the investigation objectives and the results will be shown. Lastly, we will deal with the conclusions that are drawn from this project as well as with the limitations in this case-study and possible improvement proposals.