Abstract
The fashion industry has changed in the last twenty-five years with the introduction
and development of new technologies, extended supply chains coupled with
outsourcing, increased consumer demands and changing consumer behaviour.
These changes have disrupted many business models within the fashion supply
chain for example in the areas of consumer expectations, retail formats, product
assortment, speed to market and manufacturing (Barnes & Lea-Greenwood 2006;
Christopher et al. 2004; Doyle et al. 2006; Goworek 2014; McCormick et al. 2014;
Tyler et al. 2006). Given the scale and significance of the fashion sector and the
changes previously mapped out, it is appropriate to note that there is limited
research in the field of Fashion Product Development (FPD) with relatively few
theoretical models that support the process (d’Avolio et al. 2015; Goworek 2010;
Pechoux et al. 2004; Moretti & Braghini Junior 2017; Silva & Rupasinghe 2016).
Those models that do exist are linear and do not reflect the complex nature of FPD
nor are they specific to business type and do not consider the changes and
challenges in contemporary retail fashion sector.
This research critically investigates product development in the context of fast
fashion online retailers who are developing ‘own label’ fashion clothing. In so doing,
the research places considerable focus upon inputs, outputs, planning and
management to map comprehensively the interplay of people, processes and
procedures of the product development process adopted.
Goworek (2010) proposed that to work effectively, fashion product development
processes involve co-operation rather than mere co-ordination, mirroring practice in
the domain of engineering design as suggested in the work of Boujut and Laureillard,
(2000). This idea has formed the basis of this research, adopting a qualitative
research approach with key informants from the fashion industry to examine product
development from new product development perspective. The major findings of this
research demonstrate the disruptions in the process in contemporary and
challenging fashion retailing that is specific to online fast fashion businesses. It also
identifies the links and parallels from New Product Development (NPD) process
model structures, this research explores the necessity of product development
theoretical models that are specific to business and retail type within the fashion
industry and contributes to the nascent theory specifically on fashion product
development. This research aims to present the reality of the FPD process more
reflective of the context in which the business model is focused with a more robust
management underpinning derived from NPD literature.
Original language | English |
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Number of pages | 23 |
Publication status | Unpublished - 10 Jun 2019 |
Event | Innovation and Product Development Management Conference - University of Leicester , Leicester, United Kingdom Duration: 9 Jun 2019 → 11 Jun 2019 |
Conference
Conference | Innovation and Product Development Management Conference |
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Abbreviated title | IPDMC |
Country/Territory | United Kingdom |
City | Leicester |
Period | 9/06/19 → 11/06/19 |