Proactive product development integrating consumer requirements

Purpose This paper presents a model for an effective product development process, which is now becoming increasingly critical to success of apparel firms. Design/methodology/approach This research modeled apparel product development as a market driven process and integrated the consumer purchase decision in the model of proactive product development integrating consumer requirements (PPDICR). The PPDICR links the consumer purchase decision and multiple consumer research strategies to specific stages of the no‐interval coherently phased product development model for apparel through 15 avenues of consumer input. Findings The PPDICR model contributes to our understanding on how consumer input can be used to facilitate the process and through what avenues that input may be acquired. This model provides an effective tool for intra‐company to inter‐business analysis of consumer input into the apparel product development process. Research limitations/implications The PPDICR provides a theoretical understanding of apparel production, and is useful to researchers in visualizing the impact of changes in the business environment, integrating research projects, and establishing research priorities. Practical implications Practitioners may use the model to improve and develop products, select appropriate consumer input, and strategically plan organizational changes. Originality/value This model is a useful tool for effective product development both for researchers and industrialists alike. It brings in the important element of the integration of consumer information.