Integrating design and retail in the clothing value chain. An empirical study of the organisation of design

Publication Type: 
Volume: 
26
Number: 
4
Page Numbers: 
412-426
Published On: 
2006

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.