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Introduction To Fashion Merchandising

The document provides an introduction to fashion merchandising. It defines merchandising as planning, developing, and presenting product lines for target markets. It is an integral part of retailing. The document outlines the rights of merchandising including the right merchandise, quantity, price, time, place, and quality. It also discusses the importance of merchandising in generating profits and impacting businesses. The document describes different types of merchandising profiles and roles in the fashion industry.

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Bebi Waka
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1K views35 pages

Introduction To Fashion Merchandising

The document provides an introduction to fashion merchandising. It defines merchandising as planning, developing, and presenting product lines for target markets. It is an integral part of retailing. The document outlines the rights of merchandising including the right merchandise, quantity, price, time, place, and quality. It also discusses the importance of merchandising in generating profits and impacting businesses. The document describes different types of merchandising profiles and roles in the fashion industry.

Uploaded by

Bebi Waka
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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INTRODUCTION TO FASHION

MERCHANDISING
 Term Merchandising literally means “buying
and selling”.
•It is planning, development and presentation of
product lines for identified target markets.
•Merchandising is the planning, buying and
selling of merchandise.
•It is an integral part of retailing
DEFINITION

 The term “Merchandiser” defined as a ‘Person


who do buying and selling of goods for the
purpose of making a profit.’
The Rights of Merchandising
‘The Rights of Merchandising’ are :
 The right merchandise

 The right quantity

 The right price

 The right time

 The right place

 The right quality


Merchandising Philosophy
The merchandising philosophy being followed by a
retailer should reflect :
 Retailers institutional type

 Target market desires

 Costs

 Market positioning

 Value chain

 Supplier capabilities

 Competitors

 Product trends
Importance of Merchandising
 Merchandising is a global occupation today
and includes the day-to-day business of all
retailers.
 Merchandising function generates profit.
 It is the core of retail management.
 Merchandising impacts a business and
employees.
 Poor merchandising means poor sales.
TYPES OF MERCHANDISING
 In fashion industry there are different types of
merchandising profiles which are meant to
perform different types of functions all
together at different stages of fashion industry.
TYPES OF MERCHANDISING
Different types of merchandising in fashion
industry can be described in following way.
The role of merchandiser
The development of
 design,

 production

 execution and sourcing,

 selling the merchandise to customer and

displaying the merchandise at retail shop, these


are the functions of fashion merchandiser at
different level of industry
SKILL REQUIRED FOR
MERCHANDISER
The skills requirement of fashion merchandising
 modification with current trends in market,
 forecasting of upcoming fashion trends,

 technical parameters like fabric and trim details,

 garment quality,
 deciding the sourcing strategy,

 communication and coordination along with concern


people in the industry.
 Fashion merchandiser takes design or sketch from

designer and develops it in such a way that it will be


market feasible, production feasible, and meets customer
demands.
Structure of fashion industry
The structure of fashion industry is changes from
strategies adopted by the buyers from different
country.
Need of merchandising:

The need of merchandising in whole fashion


industry is summarised as follows:
 From buyers perspective

 From buying house perspective

 From manufacturers perspective


From buyers perspective

 To find out the market trend


 To make the forecast of market, in order to
develop the new style
 Product development is done by merchandiser
 Development of new line for the next season
 Line plan is developed by the merchandiser
 Make the marketing calendar
 To make Communication and coordination with
buying house and manufacturer merchandiser is
needed.
From buying house perspective:
 To make the coordination with the vendors as
well as buyer
 Follow up of the export order.
 Analysis of market is done by buying house
merchandiser
 Bring the orders to buying house
 Costing is done by merchandiser
 Filling the daily reports that buying house
deals with
From manufacturers perspective:
 The production merchandiser plays the bridge between
the manufactures and buyer
 The need of merchandiser starts when enquiry of
buyers comes for new order
 Buyer communicates all the information to the
merchandiser, while merchandiser needs to convert
that information into format which is understandable to
production executives.
 For the  proper order follow up merchandiser is needed
 The fabric and trims consumption and costing is done
by the merchandiser.
Advantages of merchandising:
 Merchandising Job is very demanding
 Well paid designation
 Opportunity to travel
 Personal growth
 As it is a multiple activity job designation, hence
easy to move in related area.
 Wide varieties of job opportunities are available.
 Contact with the people from different
background, culture, country, languages.
 Development of soft skills.
Disadvantages of merchandising:
 Excessive work load
 Excessive travelling
 Antisocial approach
 Huge competition
 Rigidity in training program
 Long and late working hours
Forms of Merchandising
1. Export Merchandising
2. Production merchandising
3. Buying house merchandising
4. Retail merchandising
5. Visual merchandising
1. Export Merchandising
 Export merchandising is the bridge between

the buyer and the manufacturer.


 It is the back bone of apparel export industry.

 As the structure of industry is routing through


the buying house hence, export merchandising
can be divided in two types
In export production house
In buying house
Marketing Merchandiser:
 The main job of marketing merchandiser is to

do the marketing of the factory in the market


and get the new buyers and the new orders.
 Once order is confirmed from the buyer, then

marketing merchandiser will hand over the


orders to the production merchandiser for the
further follow ups.
2. Production merchandising:
 Production merchandisers are the face of

garment industry.
 They normally represent the garment industry

to the buyer.
The role of production merchandiser can be
summarised as follows
 Communication with buyer

 Coordination within the production

 Follow up of different approvals

 Product development

 Costing

 Sourcing or purchasing of raw material

 Preparation of BOM, TNA and trim card

 Shipment scheduling

 Communication with freight forwarder


Sourcing merchandiser:
 Sourcing merchandiser works for the sourcing

of fabric and trims.


 He will take care of only sourcing procedure,

follow up of the fabric, negation on cost and


lead time with vendors.
 This is much specified work in the industry.
Sampling merchandiser:
 Sampling merchandiser takes care of sampling

only; production merchandiser provides all the


details to sampling merchandiser.
 According to specification, sampling

merchandiser makes sure that sample will be


send to buyer on time with correct
requirements of buyer.
 The role of sampling merchandiser is to take

follow up of all sampling as well as take care


for quality of the samples.
Product development merchandiser:
PD merchandiser takes care all the activities like
 design development,

 availability of the fabrics and trims for the

same,
 get follow up of development samples.

 Sometimes some organizations have in-house

fabric production;
 development of fabric is also followed up by
PD merchandiser.
Planning merchandiser:
 Main responsibility of planning merchandiser is

to do the production planning.


 Planning merchandiser normally coordinates

with sourcing team to get all the raw material


delivery dates
 Then along with production team, planning

merchandiser will do the planning of


production.
 Planning merchandiser also needs to
coordinates with cutting and packaging
department in order to send the accurate
merchandise on time to buyer.
3. Buying house merchandising
 Buying house is an agent who works with the

buyer and manufacturer/exporter to fulfil the


obligation of the export order.
 Buying house merchandiser directly

communicated with buyer.


 The function of any buying house is to

represent their overseas customer.


 The work done by buying house is depends

upon size of buying house, volumes handled,


services provided to buyer.
The role of buying house can be described as
 Research information

 Identifying vendors

 Keeping tracks on trends, understanding the buyers’

market
 Product development for buyer

 Development of new fabrics

 Total costing of particular style

 Placement of orders

 Sourcing of fabric and accessories

 Quality control

 Updating the production tracking charts

 Documentation and logistics

 Timely delivery of shipments


4. Retail merchandising
 Retail Merchandisers are responsible for ensuring that

products appear in the right store at the right time and in


the right quantities.
 They work closely with the buying teams to accurately

forecast trends, plan stock levels and monitor


performance.
 the merchandiser decides how much money should be

spent
 Merchandisers play a key role within organisations for

profitability
 Merchandisers set prices to maximise profits and manage

the performance of ranges, planning promotions.


 They also oversee delivery and distribution of stock and
deal with suppliers.
5. Visual merchandising
 As a visual merchandiser, display designing

or window dressing it would be job of visual


merchandiser to create eye-catching
product displays in shops and stores. 
 Visual merchandiser is responsible for

presenting products in a way that attracts


customers and maximises sales.
 This could mean anything from decorating a

store in a seasonal theme – like Christmas or


spring sales etc.
Functions (Task) of Merchandisers:

1. Planning
2. Directing
3. Co-Ordinating
4. Controlling
1. Planning:
 Merchandiser has to prepare purchase budget.
 Purchase of merchandise is based on estimated
sales, objectives of organisation and expected
returns.
 Merchandise plan is prepared for the entire
organization i.e., store wise, department and
also product wise.
 Plan also determines new products to be added
and old products to be deleted based on
prospects of sales.
2. Directing:
 Merchandise department gives guidelines and

directions to buying department regarding


quantity and budget of purchase.
 They may also direct the terms of purchase.
 As per the broad guidelines and directions,
buyers make timely purchase of merchandise
to match the needs of organisation.
3. Co-Ordinating:
 Merchandiser undertakes balancing, timing

and coordinating the activities of buying and


selling.
 He takes periodic stock report from each stores,

monitors stock level, and determines purchases


to be made.
 He also co-ordinates buying efforts of different

buyers of the organisation.


4. Controlling:
 He controls entire operations of merchandising

i.e.,
(a) buying
(b) issue of merchandise to stores,
(c) visual display
(d) pricing of sale,
(e) sales promotion activities.

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