Product Development Process of an International Luxury Fashion Brand: Implications to Hong Kong Fashion Trading and Manufacturing Companies

An investigation of the mass-market fashion design process

“…The following phase is the design of the collection, in which colours, shapes and materials are combined to develop new designs (Regan and Kincade, 1998;Sorger and Udale, 2006;Jones, 2005;Fung and Choi, 2018; Slijep cevi c and Per ci c, 2019). The prototyping stage follows in which two-dimensional design ideas are converted into three-dimensional garments: this traditionally involves pattern making and toile modelling (Regan and Kincade, 1998;Jones, 2005;Fung and Choi, 2018; Slijep cevi c and Per ci c, 2019). Once prototypes are approved, the final product range is developed.…”

“…Whilst several authors have reported the general design process, some authors specifically address the key stages involved in the fashion design process and they show that the fashion design process demonstrates certain differences when compared with the general design process models described above. The general fashion design process, which covers all fashion market segments, comprises a sequence of identifiable activities, that go from research to generate ideas, to final product approval (Glock and Kunz, 1990; Regan and Kincade, 1998; Dissanayake, 2012; Labat et al , 1999; Sinha, 2015; Renfrew and Renfrew, 2009; Mckelvey and Munslow, 2012; James et al , 2016; Fung and Choi, 2018; Slijepčević and Perčić, 2019). Whilst each description of the design process found in the literature differs, key stages of the general fashion design process can be elicited, comprising six common steps; research, concept development, design of the collection, prototype development, finalisation of the collection and approval.…”

“…Market research focusses on market-related inputs such as consumer behaviours, trends, sales information and social movements (Glock and Kunz, 1990; Regan and Kincade, 1998; Gwilt and Rissanen, 2011; Gwilt, 2012; Sinha, 2015; Slijepčević and Perčić, 2019). Creative research focusses on creative elements that include inspirations, colours, materials and shapes (Regan and Kincade, 1998; Sorger and Udale, 2006; Renfrew and Renfrew, 2009; Fung and Choi, 2018). The concept development phase, which comes next, comprises an analysis of the research findings to create an outline for the collections (Regan and Kincade, 1998; Gwilt and Rissanen, 2011; James et al , 2016; Sinha, 2015).…”

“…The concept development phase, which comes next, comprises an analysis of the research findings to create an outline for the collections (Regan and Kincade, 1998; Gwilt and Rissanen, 2011; James et al , 2016; Sinha, 2015). The following phase is the design of the collection, in which colours, shapes and materials are combined to develop new designs (Regan and Kincade, 1998; Sorger and Udale, 2006; Jones, 2005; Fung and Choi, 2018; Slijepčević and Perčić, 2019). The prototyping stage follows in which two-dimensional design ideas are converted into three-dimensional garments: this traditionally involves pattern making and toile modelling (Regan and Kincade, 1998; Jones, 2005; Fung and Choi, 2018; Slijepčević and Perčić, 2019).…”

“…Labat et al (1999) describe concept development, design of the collection and prototype development as a single step which is similar to the process described by Slijepčević and Perčić (2019), whilst Sinha (2015) describes research, concept development and design of the collection as a single step. Fung and Choi (2018) start their description of the design process from the material sourcing stage, followed by design and prototype development. Furthermore, Renfrew and Renfrew (2009) explains the concept development and design of the collection as a single step and James et al (2016) does not mention the finalisation of the collection and the approval stages in their explanations.…”