Integrating design and retail in the clothing value chain: An empirical study of the organisation of design
International Journal of Operations & Production Management
ISSN: 0144-3577
Article publication date: 1 April 2006
Abstract
Purpose
New product design is an established field in the literature. It is either analysed inside the firm; or when using a value chain perspective it is limited to the interactions between manufacturers and suppliers (in producer‐driven commodity chains). The current research adopts a downstream perspective, analysing the relationships between manufacturers and retailers in relation to the new product design process. Seeks to conduct research in the clothing industry; that has the specificity of being a buyer‐driven commodity chain where fashion makes design a key dimension for the success of a product.
Design/methodology/approach
The research was empirical in nature, involving 50 semi‐structured face‐to‐face interviews in France, the USA and the UK at all points along the clothing value chain.
Findings
In the clothing industry, the strategy of integrating design and retail has resulted in a more flexible design process and therefore, in an increased product performance. This strategy has been developed by both retailers and designers. The strategy of integrating design and retail has resulted in a change of boundaries in the clothing value chain.
Research limitations/implications
Results are currently limited to the clothing sectors, and they are yet to be generalised to other buyer‐driven commodity chains.
Practical implications
Managers in clothing retail firms or in clothing design firms, wanting to increase product performance, should implement the strategy of integrating design and retail.
Originality/value
The paper opens a new field of research, namely: the focus on new product design with a value chain perspective that concentrates on downstream in the chain.
Keywords
Citation
Abecassis‐Moedas, C. (2006), "Integrating design and retail in the clothing value chain: An empirical study of the organisation of design", International Journal of Operations & Production Management, Vol. 26 No. 4, pp. 412-428. https://doi.org/10.1108/01443570610650567
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited