Toward a Model of Retail Product Development: A Case Study Analysis

Abstract

This study examined the functional activities taking place in the product development division of an international specialty apparel retailer. Case study analysis (embedded, single case format) was the research design guiding collection of the data. A multimillion dollar, specialty apparel retailer engaging in 100% product development was selected as the case site. Data were collected from multiple sources of evidence including interviews, direct observation, and physical evidence. The development of a descriptive framework was the analytical strategy used for the organization of the case study data, and the use of a chronological structure sequencing events was used in composing the study results. The study has resulted in descriptive and explanatory knowledge of retail product development activities pertaining to trend analysis, concept evolvement, palette decisions, fabrication, fabric design, silhouette directions, prototype construction and analysis, line presentation, and subsequent activities. An outcome of the study is the generation of a Product Development Model including the identification of intervening factors impacting upon the development process.