The global apparel manufacturers have produced apparel and textiles to meet consumers’ needs. Recently, they have applied the sophisticated technologies and more effective organizational systems to improve the efficiencies in apparel product development and their applications have led to enhancement of consumers’ satisfaction (Kunz, Karpova, & Garner, 2016). In this study, we identified novel approaches of product innovation strategies including technological innovation and organizational effort which a representative mass-scale Bangladeshi apparel manufacturer, Ananta Group has practiced. For data collection, in-depth interviews were conducted with four managerial staffs who were managers and assistant managers working at the research and development (R&D), production, marketing and quality control departments in Ananta Group. The interviewees were male employees having degrees higher than bachelor’s degree in textile engineering. Their work experience years ranged from 5 to 15 years within their respective fields and their ages ranged from 28 to 55 years (m=40). Qualitative approach was used to analyze the data. It was found that Ananta Group has used innovative technologies such as advanced softwares, process systems and machineries in new product development and its organizational effort of running specialized teams of design, new product development, and marketing activities has enhanced technological innovation. These findings provide global apparel manufacturers with valuable information on how product innovation strategies for new apparel development are important and what technological approaches can be used to accomplish it.

• Md Sadaqul Bari(Ohio University)
• Zafar Waziha Sarker(Ohio University)
• Mijeong Noh(Ohio University)