Download Fashion Marketing and Merchandising

Fashion Marketing and
Merchandising
Even fashion must be thought out and planned.
 New items are discussed and trends analyzed to
determine what the buying public will purchase.
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◦ This is done at least 2 seasons ahead of when product is
planned for the store.
Product Planning
Introduction
 Growth
 Maturity
 Decline
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◦ What do you think happens in each of these phases?
Product Life Cycle
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Grab a magazine or two
◦ Find a picture of a fashion product in each phase, cut it out
NEATLY
◦ Glue it to the correct large sheet of paper in the room
◦ You may not be able to do this with all fashion items but
try!!! If not successful, select products close to the
industry.
Activity
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Before break, you create a product line. Using that
knowledge and your book, what do you think the
following terms mean?
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Product item
Product line
Product width
Product depth
Lines and More
All industries must use research to determine what
products to offer.
 Gather information
 Analyze it and make projections and suggestions
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Market Research
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Before consumers can buy a product, a designer
must make sure that their items/lines get to the
consumer.
◦ This is done by the function of marketing known as
distribution
Distribution
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The buyer could be an employee of a company or
the owner of a boutique
◦ They determine what will be sold in the store and then
source the materials
Role of Buyers in Distribution
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The merchandise cycle is three steps
◦ Merchandise planning
 Look at records of sales and trends, make predictions
◦ Merchandise buying
 source it, make orders, set delivery times
◦ Merchandise selling
 Exchange of goods and money
Buying Process
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Department stores
Specialty stores
Boutiques
Designer stores
Outlets
Discount stores
Mail order
Online
Types of Stores
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All stores use the selling process.
◦ What are the 7 steps of the sales process?
Stores
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Couture – Dior/Chanel
Bridge lines – Ellen Tracy/Linda Allard
Better garments – Liz/CK/Chaps
Moderate lines – Charter club/INC/Levis
Budget lines – Walmart/Target/sometimes outlets
Pricing Levels
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Add up all your expenses plus a profit to set price:
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Achieve desired profits
Obtain large sales volume
Be competitive
Present and protect your image
Price increases at each level of the chain – textile
mfg to product mfg to wholesaler to stores etc
How to determine price?
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Prestige pricing
Skimming
Penetration pricing
Odd/even
Psychological
Pricing Strategies
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Visual merchandising is important.
◦ If it looks good on display, consumer believes it will look
good on them
◦ Store layouts and more are all taken into consideration
 Storefront
◦ Window displays and entry points
◦ Layout
◦ Store flow
◦ Interior displays
Displaying Fashion