在线快时尚零售商的颠覆性产品开发

IF 3.2 4区管理学 Q2 BUSINESS

Journal of Fashion Marketing and Management Pub Date : 2020-04-22 DOI:10.1108/jfmm-08-2019-0170

R. Parker-Strak, L. Barnes, R. Studd, Stephen A. Doyle

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引用次数: 7

摘要

©2020，翡翠出版有限公司。目的：本研究批判性地调查了正在开发“自有品牌”时尚服装的快时尚在线零售商的产品开发情况。重点关注投入、产出、规划和管理，以便全面绘制所采用的产品开发过程中人员、过程和程序的相互作用图。设计/方法/方法：采用定性研究方法。对来自英国市场领先的快时尚在线零售商的关键线人进行了半结构化的深度访谈。研究结果：这项研究的主要发现表明，在当代具有挑战性的时尚零售业中，产品开发过程受到了干扰，并提出了一种新的“循环过程”模型，该模型更适合和专门针对在线快时尚企业。研究局限性/影响：该研究对时尚产品开发相关的新兴理论体系具有影响。这项研究仅限于英国在线时尚零售商，尽管他们的业务是全球性的。实际意义：这项研究的结果可能对考虑在线和快时尚商业模式的零售商的服装产品开发有用。原创性/价值：本研究中的突发过程模型可作为进一步研究的基线，以比较产品开发过程。

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Disruptive product development for online fast fashion retailers

© 2020, Emerald Publishing Limited. Purpose: This research critically investigates product development in the context of fast fashion online retailers who are developing “own label” fashion clothing. With a focus upon inputs, outputs, planning and management in order to comprehensively map the interplay of people, processes and the procedures of the product development process adopted. Design/methodology/approach: Qualitative research method was employed. Face-to-face semi structured in depth interviews were conducted with key informants from market leading fast fashion online retailers in the UK. Findings: The major findings of this research demonstrate the disruptions in the product development process in contemporary and challenging fashion retailing and a new “circular process” model more appropriate and specific to online fast fashion businesses is presented. Research limitations/implications: The research has implications for the emerging body of theory relating to fashion product development. The research is limited to UK online fashion retailers, although their operations are global. Practical implications: The findings from this study may be useful for apparel product development for retailers considering an online and fast fashion business model. Originality/value: The emergent process model in this study may be used as a baseline for further studies to compare product development processes.

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来源期刊

Journal of Fashion Marketing and Management Multiple-

CiteScore

7.30

自引率

8.60%

发文量

期刊介绍： ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.