Creativity process in innovation oriented entrepreneurship: The case of Vakko

Today the significance of designing, producing and implementing of a project is increasing day by day both in industry and in universities. Moreover, entrepreneurship is also attracting more attention than ever as a rapidly growing and constantly changing discipline. Thus, it is necessary to develop the ability to design and manage innovative projects and having the entrepreneurial mind for continuous improvement. Creativity and innovation has an important role on the entrepreneurial success especially in fashion industry. The fashion industry, with its seasonal cyclic demand, requires intense creativity over a short time cycle that repeats every three months. Such intensity in today's global economy, relies on creativity and innovation of products and processes. Innovation is an essential element in enterprises by creating new business activity and ensuring survival. Generally, entrepreneurs who are succeed and sustain accomplishment in fashion industry, have opposed to existing ideas, norms, values and business practices. In this context, the objective of this study is to investigate the case of Vakko, the most last standing and innovative fashion brand in Turkey, by considering innovations that has been aimed to submit and Vakko Esmod collaboration they have built up. The introductory part of the study elaborates two dimensions of "creativity and innovation" in the fashion industry. In the second part, innovation oriented entrepreneurship is evaluated and in the third part, creativity process in fashion industry is highlighted. In the last part of the study, the case of Vakko and Vakko Esmod collaboration are investigated by considering the fashion brand's innovativeness and historical creativity process. (C) 2015 Published by Elsevier Ltd.