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.
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.
| Original language | English |
|---|---|
| Title of host publication | Fashion Marketing |
| Subtitle of host publication | The Contemporary Marketing Mix |
| Editors | Laura Costin, Liz Barnes |
| Publisher | Springer Nature Switzerland AG |
| Chapter | 2 |
| Pages | 13-45 |
| ISBN (Electronic) | 978-3-031-82571-2 |
| ISBN (Print) | 978-3-031-82570-5 |
| DOIs | |
| Publication status | Published - 5 Jul 2025 |
Keywords
- Product Development
- Retail
- Fashion Buying
- Fashion Marketing
- Relationship
- Innovation