FROM THE EDITOR-IN-CHIEF ’ s DESK …
Decoding innovation and sustainability
Anywhere one goes today , every company talks about two directions – innovation and sustainability … these two words have become so repetitive that sometimes it almost sounds like a slogan to promote the company .
Just how much does the industry really understand these two concepts is my concern . Are companies fooling themselves or are the directions backed by an honest intent to be different ?
Is innovation about replicating designs and concepts already in the market or is there any effort to create fresh ideas ? How different is innovation from product development and R & D … or is there a difference ?
Similarly , just how sustainable are the directions taken to be sustainable in the eyes of the buyer ? Can planting a few trees in the factory and giving workers ’ wages on time be considered as sustainable initiatives ?
After talking to many exporters , I have concluded that both these terms are loosly used and only few really delve into the meaning and long-term implications of these widely used terms .
How many companies can actually claim to be doing breakthrough innovations that are truly different … Some years ago , the product development head at one of the top export houses shared with me that product development in India is a farce , all we do is give variations to designs shown by the buyer .
After many years , something similar was again said to me … it got me thinking . Is the ability to turnaround a popular design with a new twist , innovation ? Look at the cold-shoulder trend which swept every market in the world … how different can one really be ?
There is a logic in turning around a popular design , print , technique , silhouette and it is the commercial aspect of doing any business . No one expects a company to be innovative in the dictionary sense , because innovation comes from the masters of the trade … the established designers and trendsetters … innovation for others is how well they can interpret and present a variation .
A variation that will bring in business and result in economic sustenance , which is the essence of the next misinterpreted concept - sustainability … how good would innovation be if it did not sell !
Sustainability is a huge concept and practically every company has given it an individual definition , a definition that can give the company an image which is acceptable to global business as being a ‘ concerned ’ company .
In my understanding , ‘ true sustainability ’ is when good practices that are environment and people-friendly are used to manufacture products that are again environment and people- friendly , and in the process the company is able to make profits !
Sustainability is not about spending money but investing in the future , the future of our generations and adding value to the lives of the people who walk together in this journey with us .
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6 Apparel Online India | SEPTEMBER 1-15 , 2018 | www . apparelresources . com