Managing the unpredictable: strategies for effective fashion product development

Abstract

Purpose This study explores the complexities of managing fashion product development (FPD), a multidisciplinary process influenced by fast trends, shifting consumer demands, market dynamics and sustainability. It examines these challenges and identifies effective leadership and project management strategies for the FPD process. Design/methodology/approach In-depth interviews with key informants from leading Pure play and Omnichannel fashion retailers were conducted as part of a qualitative research strategy. Findings The study highlights how external factors complicate the FPD process and how project management methods can support it. The research introduces two key contributions: a Matrix of FPD Challenges and Project Management Solutions, and an Adaptive FPD Strategy Framework. These contributions fill gaps in existing FPD literature, highlighting how current practices differ from earlier research. Research limitations/implications The findings are confined to UK fashion pureplay and omnichannel retailers, despite their global operations. Practical implications Fashion brands can use these findings to improve their management strategies for FPD processes. The study provides tools to boost efficiency, helping streamline processes, overcome challenges and stay competitive in the fast-changing fashion market. Originality/value This study introduces an adaptive framework that integrates established project management principles with the unique demands of FPD. This contribution advances FPD theory and enriches FPD research by formalising a structured yet flexible model for managing complexity and uncertainty.