Review of Fashion Product Development Models

The UK fashion industry has changed in the last twenty-five years with the introduction and development of new technologies, 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, Lowson, & Peck, 2008; Doyle, Moore, & Morgan, 2006; Goworek, 2014; McCormick et al., 2014; Tyler, Heeley, & Bhamra, 2006).There is limited research in the field of Fashion Product Development (FPD) with relatively few theoretical models that support the process (d’Avolio, Bandinelli, & Rinaldi, 2015; Goworek, 2010; Le Pechoux, Little, & Istook, 2004; Silva & Rupasinghe, 2016). These however, are considered dated and do not consider the changes and challenges in contemporary UK High Street fashion sector. This research critically investigates product development in the context of UK High Street ‘own label’ fashion clothing. In so doing, the research places considerable focus upon inputs, outputs, planning and management in order to map comprehensively the interplay of people, processes and procedures of product development adopted by UK High Street fashion clothing brands. This research aims to challenge the traditional Fashion Product Development Process and presents a new model more reflective of the context in which the business model is focused.