Challenges and Changes to the Product Development Process for Fashion Omnichannel Retailers

Abstract

This paper focuses on the relatively limited research activity for Fashion Product Development (FPD). This work aims to challenge the traditional FPD theoretical process model within existing academic literature and presents a revised version which is underpinned by the concept of “robust management” derived from the New Product Development (NPD) literature and industry discussion. This new theoretical process model is a more accurate reflection of current practice within the fashion industry. The development of this research is influenced by critically investigating the product development process used by high street omnichannel retailers that develop “own label” fashion clothing, and which distribute products through high street stores and online sales channels as well as having integrated or overlapping service domains. The research examines the process inputs and outputs as well as the planning and management of the process overall and in so doing intends to capture the holistic nature of current industry FPD for omnichannel retailers. The empirical research proceeded using a qualitative approach using semi structured indepth interviews conducted with key informants from market leading retailers. The major findings of the research indicate that a new theoretical contribution to the academic literature field of FPD may be appropriate. The work illustrates the current product development process, documenting the challenges, changes and solutions that have influenced it, specific to omnichannel retailers, whilst identifying the links and parallels from NPD process model structures. This research explores the necessity of product development theoretical models that are specific to business and retail types within the fashion industry and contributes to the nascent theory that has a specific focus on fashion product development.