Internationalisation and outsourcing of operations and product development in the fashion industry

Abstract

This paper investigates the choices in terms of internationalisation and outsourcing of operations and product development activities, as well as collaboration practices used within and across organisations, in different segments of the European fashion industry. Based on multiple, in-depth case studies from Italy, Germany and the UK, the paper shows that fashion companies adopt different configurations of operations and product development, i.e. integrated, collaborative and virtual, ranging from local-integrated models to global-full outsourcing of operations and product development activities. For each configuration, different collaboration practices are in use. Product line positioning and quality, firm size, sales volumes and technical complexity of the products are the key drivers determining the configuration choices and the adoption of certain collaboration practices.