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

In: Fashion Marketing

Author

Listed:
  • Rachel Parker-Strak

    (University of Manchester)

  • Rosy Boardman

    (University of Manchester)

  • Rachel Studd

    (University of Manchester)

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.

Suggested Citation

  • Rachel Parker-Strak & Rosy Boardman & Rachel Studd, 2025. "The Evolving Nature of Fashion Product Development and the Importance of Product in Fashion Marketing," Springer Books, in: Laura Costin & Liz Barnes (ed.), Fashion Marketing, pages 13-45, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-82571-2_2
    DOI: 10.1007/978-3-031-82571-2_2
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