What the study found
The study found that fashion product development is made difficult by external factors such as fast trends, shifting consumer demands, market dynamics, and sustainability concerns. It also found that project management methods can support this process, and it introduces a Matrix of fashion product development challenges and project management solutions plus an Adaptive fashion product development Strategy Framework.
Why the authors say this matters
The authors conclude that these findings fill gaps in existing fashion product development literature and show how current practices differ from earlier research. They also suggest that fashion brands can use the findings to improve management strategies, increase efficiency, streamline processes, overcome challenges, and stay competitive in a fast-changing market.
What the researchers tested
The researchers used a qualitative research strategy based on in-depth interviews with key informants from leading pure play and omnichannel fashion retailers. Pure play refers to retailers that sell through one channel, while omnichannel refers to retailers that use multiple connected sales channels.
What worked and what didn't
The findings indicate that external factors complicate fashion product development, while project management methods can help support it. The study presents two main contributions: a Matrix of fashion product development Challenges and Project Management Solutions, and an Adaptive fashion product development Strategy Framework.
What to keep in mind
The findings are limited to UK fashion pureplay and omnichannel retailers, even though those retailers operate globally. Other limitations are not described in the available summary.
Key points
- Fashion product development is described as a multidisciplinary process affected by fast trends, consumer demand shifts, market dynamics, and sustainability.
- In-depth interviews were conducted with key informants from leading pure play and omnichannel fashion retailers.
- The study introduces a Matrix of fashion product development Challenges and Project Management Solutions.
- The study also introduces an Adaptive fashion product development Strategy Framework.
- The findings are confined to UK fashion retailers, despite their global operations.
Disclosure
- Research title:
- Adaptive project strategies support fashion product development
- Authors:
- Rachel Parker-Strak, Rachel Studd, S. Doyle
- Institutions:
- University of Manchester, University of Manchester, University of Manchester
- Publication date:
- 2026-03-09
- OpenAlex record:
- View
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