Williams, Shahera2011-07-072011-07-072010http://udspace.udel.edu/handle/19716/9795Web 2.0 technologies have allowed for increased conversations regarding fashion and apparel products and brands. Wickett, Gaskill, and Damhorst’s Revised Apparel Retail Product Development Model (1999) shows the steps undergone in the traditional in-house product development process. This qualitative research study aimed to examine the use of Web 2.0 tools, specifically social networking systems, to conduct market research within the apparel product development process. Three research questions guided this study: 1) Are Web 2.0 social networking tools being utilized in product development processes? 2) What stages within the Apparel Retail Product Development cycle most benefit from Web 2.0 social networking tools? 3) What stages of innovation adoption in regards to Web 2.0 are seen in different apparel companies? Ten apparel industry professionals were interviewed on the use of Web 2.0 social networking applications in their positions and within their firm. This non-probability sample responded to thirteen questions investigating the connection between apparel product development and Web 2.0 consumer data collection. Responses were analyzed and coded based on relevant themes and varying levels of adoption of Web 2.0 social networking tools into apparel product development processes were found. Designers were found to utilize blogs and social networking the most for inspiration and information on target consumers. Small and developing apparel firms were the most innovative in their use of social media. It is inevitable that more apparel firms will utilize and adopt this new technology since social networking tools are becoming more wide spread. Fashion brands are taking note that this is an enhanced way to communicate with their consumers, and are joining websites such as Facebook and Twitter to create their own presence and engage consumers. This research examined the utility of Web 2.0 social networking systems to traditional apparel product development processes in the early stages of its adoption within the apparel industry.Web 2.0Marketing researchOnline social networksThesis