Akungba Journal of Management 5(3): 110-123 (2023) ISSN No. (Print): 2276-934X www.ajm.org.ng ISSN (online): 1115-8107 110 CREATIVE PROBLEM-SOLVING STRATEGIES THAT DRIVE SUCCESS OF THE FASHION INDUSTRY IN IBADAN, NIGERIA Felix-Kingsley OBIALO and Eniola Omowunmi ADELORE 1 Dominican University, Ibadan, Nigeria 2 University of Ibadan, Ibadan, Nigeria Corresponding Author: feking@yahoo.com Published by Department of Business Administration, AAUA, Website: www.ajm.org.ng} Abstract Abstract The Nigerian government’s efforts to diversify the economy have revealed the Nigerian fashion industry as a sector full of potential and successes. These success stories are not without challenges which compete to erase the prospects and successes recorded. This study investigates the creative problem-solving strategies fashion designers employ in the Ibadan North Local Government Area of Oyo State to mitigate the numerous reported challenges. The study used purposive sampling to select ten fashion designers. Data was elicited from the sampled respondents through structured interviews. Data analysis was conducted through a phenomenological qualitative analysis revealing that alternative power sources, excellent customer relations, contract employment, alternative funding sources, working within charged amount, online purchases, upfront deposit, collaboration, distinctiveness, disparity in payment and association membership are the creative solutions devised by the respondents to remain successful, sustainable, and profitable in the Ibadan North Local Government fashion industry. The study concludes that this work proves that entrepreneurs in Nigeria do not need to go outside of their circumstances but look deep into themselves to proffer creative solutions to their challenges to stay afloat in their business. Conclusively, this work makes recommendations to the government and other stakeholders. Keywords: Creativity; Creative Problem-Solving Strategies; Fashion Industry; Phenomenological Analysis; Ibadan North Local Government 1.0 INTRODUCTION Over-reliance of the Nigerian economy on petroleum means that the economy will become vulnerable to the whims and caprices of the volatile and unpredictable global crude oil market. Recently, global oil revenues have been dwindling, affecting the economic fortunes of nations like Nigeria. The consequences of this overreliance on crude oil and diminished oil income are economic instability and its attendant socioeconomic woes. Consequently, the Nigerian government has deliberately put measures to diversify its economy. Part of these measures is to encourage entrepreneurship at various levels as a means of economic development to increase the country's Gross Domestic Product (GDP), wealth creation and employment generation (Obialo, 2020). The fashion industry is an area of entrepreneurial interest to the Nigerian economy and society. Corroboratively, Obialo and Adelore (2023) reported the opportunities that drive success in the Ibadan North fashion industry, encouraging stakeholders to invest in the sector. The fashion industry (FI) has significantly contributed to global economic activity. The FI is one of the critical pillars of wealth generation and economic growth in the global economy (Adedapo & Adedeji, 2021; Craik, 2009; Solomon & Rabolt, 2009). It has a 307-billion-euro global trade value, 26 million workers worldwide, an annual investment of more than 4 billion euros, and a turnover of 165 billion euros alone in Europe. More than 173000 European fashion enterprises employ almost 1.6 million people (Uzonwanne, 2015; Euratex,