Page 226 - CITS - Fashion Design Technology - Trade Theory

FASHION DESIGN & TECHNOLOGY - CITS

Retail merchandising

• Retail merchandising is a process that helps retailers sell their products
• Successful retail merchandising involve s selecting products that will attract customers, while pricing promoting
them in ways that will encourage sales .

• Retail merchandising refers to the various activities which contribute to the sale of products to the consumers
for their end use.
• Every retail store has its own line of merchandise to offer to the customers.
Visual merchandising

• Visual merchandising refers to anything that can be seen by the customer and outside a store , including
displays , decorations , signs and layout of space.
• The overall purpose of visual merchandising is to get customers to come into store and spend money.

• Visual merchandising starts on the outside of the store or its exterior presentation and carries on to the interior
presentation.
• It may involve the ability to create window displays in fashionable colors and patterns that make customers think
the store has what they’re looking for and the art of creating other types of displays or dressing mannequins.
Merchandise Management

Merchandising is the process of promoting specific products to increase sales. A business can experience an
increase in consumer demand and sales if they stock preferred goods in a store and arrange them according to
their categories. Understanding the importance of merchandising management can help you evaluate consumers’
preferences so you can stock and display goods successfully. In this article, we define merchandising management,
highlight how merchandising management works, and provide the merchandising hierarchy.
Key roles of a Merchandising Management
It can be understood by 5 R’s of merchandising. The 5 R’s are:
1 Right Product: The right products have to be allocated to the stores depending on the store profile.
2 Right Place: The product has to be placed in the right place depending on the seasonal plan and overall
strategy.
3 Right Time: Make sure that the products arrive at the stores at the right time for seasonal launches and to pay
attention to continuous replenishments before the product sells out.
4 Right Quantity: Allocating and replenishing the needed quantities of the product to maximize sales without
disrupting display.

5 Right Price: Setting the right price and markdown strategy and ensuring the plan is followed by the entire
system.
Key Roles of A Merchandiser
Role of Fashion Merchandiser in Buying Agency

Fashion Merchandiser’s role in buying agency is a mother of all merchandising activities. It originates as a
complete support role to fashion marketing activity of a buying organisation. Fashion merchandising in buying
organisation assumes the responsibilities of converting the design collections of a season into profitable products
while meeting the marketing demand effectively.
Fashion Merchandising Responsibilities
The role of merchandising in the fashion industries is not simply a coordination role. The role assumes a lot of
responsibilities as listed below:
a Coordinating with the designers of the buying organisation to understand the season’s forecast and demand
conditions
b Work with marketing team to ascertain the buying plans as per the outcome of the customer research, past
sales data and demand estimation

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CITS : Apparel - Fashion Design & Technology -Lesson 32