The food and fashion industries are well-known as areas of excellence representing Italy globally. Their products include innovative features, have short lifecycles and a high level of customisation. Both the pipelines have to respond quickly to unpredictable demand in order to minimize stock-outs, forced markdowns, obsolete inventory and they focus their Supply Chain (SC) strategies on quality and time-to-market. Although they are characterized by many different aspects, both leverage on the same point of strength: their internal Product Development (PD) process. The opposite occurs in the automotive industry, with its standard and functional products and its efficient pipeline centred on cost reduction. Starting from previous works presented during the last PLM conference (PLM16), the research aims at investigating similarities and differences between these sectors, focusing on their PD process and their main critical success factors. Moreover, the authors analyse how Food and Fashion companies are managing the entire set of information throughout PD and the strategic role of Product Lifecycle Management (PLM). In order to reach these goals, a multiple case study analysis has been performed, involving companies belonging to the Food and Fashion industries. The results will be relevant both for academics and practitioners. Indeed, there is a literature gap about this topic, because of the lack of researches concerning Food and Fashion PD. From the practitioners point of view, the results of this work will help Food and Fashion companies to support their business analysing the PD process and to better understand how the use of the PLM system could improve it.