Study Of The Product Innovation Mechanism In Brand QUECHUA And Multifunction Scarf’s Development Practice

In order to remain in existence in increasingly competing markets an enterprise must constantly bring the market with "new products "and make "innovation".The core of innovation activities is"new:,that means the changes of the external characteristics such as structure,performance,etc.or,creates a new design,or perfects the content."New product" generally refers to the use,structure,performance,quality,appearance and one or several aspects of a new improved product.The definition of "new" is relative.In the apparel industry,new products mainly refer to the improved and imitation products processed through new materials,new processes,new color and new ideas.This article is based on author’s internship experience in the team Advanced Textile of Quechua.At first,with the study on some basic theories of the new product development,this paper points out their work content during its whole develop procedures,including conception step,design step,production step and production&sale step.After that,the author analyses their success points-efficient organization of human resources,concurrent engineering management model,and reasonable arrangement in the development process.To meet the market demand of the "new" product,a new team named ADTX(Advanced Textile)was established in the beginning of 2011.His independence,flexibility,freedom and isolation make him play well as an "accelerator" of the innovative products development for Quechua brand.The definition of innovation for Oxylane Group is to propose a new way to improve the product’s using performance.As well as creating an innovative product named "Multifunction Scarf",the author has been participating and taking the charge of the whole conception and development procedure.The study shows that this kind of products is still in a relatively blank state in the current market.At the same time,the author made 4 scarf samples with cotton/modal,merino,nylon and polyester fabrics for the customer investigation.This research investigated 28 customers.The result points this multifunction scarf has a good prospect for development.After communicating with the engineer in the composite brand and the product managers of Quechua,the author determined to use the Cotton/Modal of the brand Natimeo and the Amur of the brand Equarea.Then she made 3 times major adjustment in the scarf’s structure and style.By October 1st 2012,this product has passed the audit in the internal Quechua.Even the product manager for women’s garment has agreed to leave a certain area in some stores at 2013 in order to make a commercial test.However,due to the too low volume,the cost is too expensive.If it will finally appear in the store is still unknown.Based on the above research and experience,in my opinion,to develop new product or innovative product in Chinese garment brand,we should focus on two aspects:management and product.At the same time,we also should concern the details in the process of product development.