Apparel product development: measures of apparel product success and failure

Abstract

Purpose

The purpose of this qualitative study was to explore how the performance of apparel products is measured in the apparel business so as to contribute theoretical understanding and the company's capacity of apparel product development.

Design/methodology/approach

Qualitative research method was employed. Face‐to‐face interviews were conducted with 27 individuals who have developed apparel products in the US apparel and retail industries. Emergent themes were classified into Griffin and Page's “core success and failure measures” including customer acceptance, financial performance, product‐level, and firm‐level.

Findings

Findings revealed that the performance measures for apparel products are multidimensional. The combination of consumer acceptance and financial performance measures, especially sales and profitability, served as critical measures for apparel product performance. Both long‐ and short‐term performances were considered.

Research limitations/implications

The small, convenience and purposeful sample should be considered as a limitation.

Practical implications

The findings from this study may be useful for apparel product development in the apparel industry where it is important, particularly in an increasingly competitive marketplace.

Originality/value

The emergent performance measures in this study may be used as a baseline for further studies that need to measure apparel product performance.

Citation

Jang, N., Dickerson, K.G. and Hawley, J.M. (2005), "Apparel product development: measures of apparel product success and failure", Journal of Fashion Marketing and Management, Vol. 9 No. 2, pp. 195-206. https://doi.org/10.1108/13612020510599349