Another reason besides competing with big brands, companies chose for product development for delivering new value to its target customers (3 Reasons Why Product Development Is Important, 2015). The present research study is about the introduction of new product by Arcadia Group which is planning of launching a shoe range in the market for competing other big brands in London Fashion Week. Further, the study will employ different techniques and methodologies assessing the strategies which the companies for launching new products, advantages which the organisations have by introducing new products and the