The Evolving Nature of Fashion Product Development and the Importance of Product in Fashion Marketing

Rachel Parker-Strak (), Rosy Boardman () and Rachel Studd ()
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Rachel Parker-Strak: University of Manchester
Rosy Boardman: University of Manchester
Rachel Studd: University of Manchester

A chapter in Fashion Marketing, 2025, pp 13-45 from Springer

Abstract: Abstract This chapter establishes how and why the product is important to fashion marketing as well as the evolving relationship between buying and marketing. It highlights why fashion retailers need to consider the product in relation to the consumer and competition when strategic planning as well as the value of the market position to the product development process. The discussion explores the role and process of the fashion product development process followed by a further analysis of the disruptions such as ‘new’ products and markets, the impact of sustainability, and increasing digital innovations. Finally, the chapter concludes by highlighting the importance of collaboration and communication between buying and marketing and the importance of this connection for both successful product development and the marketing of product ranges. Marketing has such a critical role to play throughout the fashion product development process, therefore an understanding of fashion product development is crucial for contemporary fashion marketers.

Keywords: Product development; Retail; Fashion buying; Fashion marketing; Relationship; Innovation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-82571-2_2

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DOI: 10.1007/978-3-031-82571-2_2

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