INTERDISCIPLINARY APPROACH TO DESIGN-LED INNOVATION FOR ECO-FRIENDLY CUSTOMER-CENTRIC CLOTHING ENTREPRENEURS

Abstract

Purpose: This article demonstrates how collaboration in a PAR and R&D research project can be facilitated by a design-led innovation process that juxtaposes design and scientific approaches.   Theoretical Framework: The work was theoretically grounded in an interdisciplinary methodology and customer-centric approaches. Researchers adopted a "principles-driven" strategy as a primary guiding principle.   Design/Method/Approach: This study utilized participatory action research (PAR) as a research methodology, emphasizing the importance of collaborations between stakeholders and the research team. The study methodology encompassed on-site visits, SWOT analysis, focus groups, and questionnaire surveys. The data obtained from all of the previously described instruments was subjected to qualitative analysis using triangulation.   Findings: The study demonstrated that this approach significantly enhanced the innovation of new products and the establishment of brands by local businesses.   The remaining fabric key rings of the stakeholders had an impact on the most recent clothing collection. The development of new products involved the integration of identity, traditional knowledge, and creativity with modern technology, utilizing local resources from the community for innovative transformation and business product development. By adhering to experts' recommendations, stakeholders can enhance the value of their products by demonstrating a preference for environmentally conscious, culturally significant, and artistically innovative products to the target market. The introduction of the new clothing product range received positive feedback from business owners and entrepreneurs, with an average rating of 4.71. Additionally, the annual sales value increased by 36.3%. PAR R&D facilitated the improvement of stakeholders.   Research, Practical, and Social Implications: Creating eco-friendly apparel from fabric scraps will contribute to sustainability. Obtaining this level of sustainability requires collaboration across disciplines and design-driven innovation. In addition, this study demonstrates how a dynamic interdisciplinary innovation strategy can be effective for generating new product concepts, obtaining consumer feedback, and fostering collaboration and learning across disciplines. Lastly, this study provides other researchers and the local industry with actionable opportunity areas and design imperatives for their sustainability-based product innovation activities.   Originality/Value: This study is the first to apply theoretical concepts to practical situations in a specific rural area to assist local community entrepreneurs lacking resources for research and development in improving their performance and outcomes, with a focus on creating product concepts that reflect the local cultural identity and incorporate innovative design principles.