Does the digitalisation of the fashion product development process lead to increased brand value?

The purpose of this research was to find out whether the digitalisation of the fashion product development process could increase a brand’s value. Product digital development is the process of apparel, accessories, and footwear being designed and developed digitally through a design software. Both secondary data and qualitative research were the key methods used to collect information. The secondary data consisted of a study consolidated by Mckinsey & Company, regarding the digital process of product development and its impacts. The qualitative research was a one-on-one interview with an expert in the field of fashion. The results of the research revealed that fashion consumers demand trendy products fast and product digital development enables faster time-to-market. According to Mckinsey and the interviewee, fashion companies are struggling to keep up with consumers. Product digital development optimizes the process by adding more efficiency, flexibility and speed. It also reduces waste and production costs. It was established, that in order for a company to increase its brand value through product digital development, a company must first identify its target consumers, as not all consumers value receiving trendy products fast. Companies must focus on their target consumers’ perceived values, and if speed is of value for them, then product digital development does increase brand value