DESIGNING WITHOUT DIALOGUE: AN EXPLORATORY CASE STUDY OF THE DESIGN-PRODUCTION INTERFACE IN LAHORE (PAKISTAN) APPAREL SMES INTEGRATING DYNAMIC CAPABILITIES AND HUMAN-CENTERED DESIGN FOR INCLUSIVE ACTIVEWEAR INNOVATION

Abstract

Apparel small and medium enterprises (SMEs) in emerging economies frequently face market saturation due to reliance on fast fashion replication of Western silhouettes. Currently niche domestic demographic such as Active Aging Women (AAW) aged 55 and above remain structurally underserved. This qualitative exploratory study investigates the alignment between consumer needs and product development routine within a Lahore based apparel SME. Drawing on Teece’s Dynamic Capabilities Framework (Sensing, Seizing, Transforming) and Human- Centered Design (HCD) principles, we analyze in depth interviews with ten active aging female consumers and a key brand holder.

The finding illustrates a structural disconnect, while AAW experience distinct physiological, thermoregulatory, and functional modesty challenges, the case SME relies on passive store sales data and copycat designs, operating under the assumptions that and absence of product returns signifies customer satisfaction. Strict local “NO Return/Exchange” policies suppress post purchase feedback. Based on these insight, we present the Human Centered Design Management Model (HCDMM) as a conceptual framework and multi-phase research road map to guide future empirical validation and managerial implementation in apparel management.