UNIT 5 6 &7

UNIT 5.01 SELLING FASHION

SELLING AS A MARKETING
FUNCTION
Personal selling: A function of marketing that involves
personalized, two-way communication between the
salesperson and the customer in the process of exchanging
merchandise for money or credit.
Customer-oriented selling: An approach to selling that
involves meeting and exceeding customer expectations while
making customers feel important, identifying their needs, and
finding solutions to best fulfill those needs.

ROLES OF SALEPEOPLE
Sales clerk: An Order-taker who may stand behind the
counter to ring up a sale and who is usually employed by
stores that sell lower-priced merchandise.
Sales clerk: An Order-taker who may stand behind the
counter to ring up a sale and who is usually employed by
stores that sell lower-priced merchandise.
Personal shopper: An employee who assists customers with a
level of individualized attention and service beyond what a
retail sales associate would offer

METHODS USED TO MOTIVATE

SALES PEOPLE
Organizational climate: The feeling that employees have
about their opportunities, value, and rewards for good
performance within the business.
Compensation: Payment and benefits for work accomplished.
Sales quota: The projected volume of sales (units or dollars)
assigned to a department or person for a time period.
Sales quota: The projected volume of sales (units or dollars)
assigned to a department or person for a time period.

RESPONSIBILITIES OF THE
SALESPERSON
Basic stockkeeping duties/tasks
Stockkeeping: Receiving, preparing, and protecting
merchandise against damage or theft, and participating in
maintaining store or department inventory.
Receiving merchandise: The actual exchange of goods
between the vendors transporting agent and the retailer

PREPARING MERCHANDISE FOR

SALE
Sort and arrange merchandise by color, size, and/or
classification.
Ticket and price merchandise if necessary.
Transfer merchandise between store branches.
Set up and clean merchandise fixtures.
Use appropriate hangers or shelf arrangements for displays.
Put out goods to maintain stock levels.
Straighten merchandise during slow traffic periods.

SOURCES OF PRODUCT
INFORMATION
Personal use/experience
Promotional circulars and flyers
Consumer publications
Trade publications
Sales representatives and store buyers
Manufacturers literature
Labels
Hangtags
Packaging

LABELS
Labels: Small pieces of ribbon or cloth that are permanently
attached to the insides of garments to provide product
information.
May be any color or style as long as they do not ravel
May be printed on front and back if the label is attached so
that
both sides can be seen
May include information
such as brand name,
special finishes, size, etc.

LABELS
Must include information

required by law

Generic name of all fibers used in garment and percentage

of each fiber used
Identification of the producer or distributor
Identification of the items country of origin
Care requirements
Hangtags: Removable cardboard or heavy paper signs that
are attached to the outsides of garments with strings, plastic
bands, pins, staples, or adhesives.

HANGTAGS
Hang from buttons, buttonholes, zippers, belt loops, etc.
Information may include
Brand name/trademark
Size
Suggested retail price
Style number
Special features such as fabric

finishes, reversibility, etc.

Symbols and logos to identify designers, manufacturers, or sellers

A certification or seal of approval
Guarantees

5.02 SELLING
FASHION

STEPS OF A SALE
Approach
Determining customer needs and wants
Merchandise presentation
Handling customer objections
Closing the sale
Suggestion selling
Thanking and reassuring the customer
Sales follow-up

THE APPROACH
The initial face-to-face meeting with the customer
Usually within 30 seconds from the time a customer enters
the store or department
Used to acknowledge customer presence
Greeting approach
Service approach
Merchandise approach

APPROACH
Greeting approach:May include an introduction of oneself
Service approach: considered the least effective approach
Merchandise approach:Includes comment(s) or a question
about the merchandise the customer is looking at or handling
Appropriate to use if customer is actually handling or looking
at specific merchandise
Considered the most effective approach method
Customers make a purchase approximately 63% of the time
when a merchandise approach is used.

MOTIVES
Buying motives: A customers reasons for buying goods and
services.
Rational motives: Customer reasons for buying based on
logical thinking and decision-making.
Emotional motives: Customer reasons for buying based on
feelings.
Patronage motives: Reasons customers choose to shop at
one store instead of another.

TYPES OF CUSTOMERS

Casual lookers: Customers who are killing time or simply

browsing.
Undecided customers: Customers who need an item but
want more information before making a purchase.
Decided customers: Customers who know exactly what they
want and why, and prefer to make their purchase quickly.

MERCHANDISE PRESENTATION
1. Determine which product features and benefits are important
to the customer.
2. Translate features into benefits.
3. Actively involve the customer in the presentation.
4. Show no more than three items at once.
5. Show medium-priced merchandise first.
6. Exceptions are made to items 4 and 5 in the case of the
decided customer who already knows what he/she wants to
purchase.

TECHNIQUES FOR HANDLING

CUSTOMER OBJECTIONS
Boomerang
Question technique
Superior point
Direct denial
Demonstration
Third party

TECHNIQUES FOR HANDLING

CUSTOMER OBJECTIONS
Boomerang: A technique of handling objections in which the objection comes
back to the customer as a selling point.
Question technique: A technique of handling objections in which the customer
is questioned in an attempt to learn more about the objection(s) raised.
Superior Point: A technique of handling objections in which the salesperson
acknowledges objections as valid, but
offsets them with other features and
benefits.
Direct Denial: A technique of handling objections that provides proof and
accurate information in answer to objections.
Demonstration: A technique of handling an objection by showing one or more
features of a good or service.
Third Party: A technique of handling objections that uses a previous customer
or another neutral person who can give a testimonial about the product.

CLOSING THE SALE

Look for Buying Signals
1. Physical actions such as smiles or nods of agreement
2. Comments that imply ownership such as This jacket will go well
with jeans and other casual pants.
3. Questions such as Does this dress come in black?
. Trial Close: The salespersons initial attempt(s) to close the sale.
1. Used to get an indication of what else needs to be done to close the
sale.
2.

Example: Sales associate asks the customer, Would you like to

place the purchase on your store credit card?

RULES FOR CLOSING THE SALE

If you think the customer is ready to make a buying decision,
stop talking about the product.
When a customer is having difficulty making a buying
decision, stop showing additional merchandise.
Help a customer decide by summarizing the major features
and benefits of a product.
Dont rush a customer into making a buying decision.
Use words that indicate ownership, such as you and your.
Use major objections that have been resolved to close the
sale.

METHODS OF PAYMENT

Cash
Personal check
Photo identification usually required
Check verifying companies may be used to electronically
approve and guarantee money or disapprove if customers

METHODS OF PAYMENT
Cards with magnetic strips
1. Cards are processed electronically by swiping them through
a machine that reads the magnetic strip and sends
information over the phone lines to credit bureaus or
financial institutions for approval.
2. Customer is required to enter a personal identification
number (PIN) or to sign the store copy of the transaction
tape.
3. Transactions are electronically approved or disapproved by
the credit bureau or financial institution.

METHODS OF PAYMENT
Debit cards
1. Processed similar to a credit card but debits the customers
checking account instead of creating a credit debt.
. Gift cards
1. Electronically debited with each purchase until the card
balance reaches zero.
2. Additional amounts may be added to gift cards while still
carrying a balance or when the balance reaches zero.
3. A popular means of gift giving

RETURNS EXCHANGES AND

OTHER ADJUSTMENTS
Return: Merchandise returned for a refund or credit on account.
Exchange: A transaction in which previously purchased merchandise
is returned Even exchange: An exchange transaction in which the
replacement merchandise is the same price as the returned
merchandise.
Uneven exchange: An exchange transaction in which the
replacement merchandise sells for more or less than the returned
merchandiseand replaced by other merchandise.
Allowance: Partial return of the retail price for merchandise the
customer has kept.
Rain check: A certificate that entitles the customer to buy an out-ofstock advertised special at a later time at the same advertised price

THANKING AND REASSURING

THE CUSTOMER
Reinforce customers buying decision with an approving statement and a sincere
Thank you.
Use the customers name.
Shake hands when appropriate.
Give personal business card to the customer when appropriate.
Bonding (relationship selling): The process of salespeople doing everything possible to
strengthen relationships with customers.
Develops loyal, repeat customers
Increases sales
Examples:
Follow-up calls to ensure customer is pleased
Contact with customers when products they typically purchase come in or are on sale
Survey of customers needs/wants

SALES FOLLOW-UP
Follow-up: Contact with the customer after the sale has been
made.
Ensures customer satisfaction and creates goodwill
Follow through on commitments made during the sale.
Alterations
Delivery
Special orders
Send thank you notes or call

CLIENT FILE

A book, card, or electronic file in which customers names,

addresses, phone numbers, sizes, important occasions, color
preferences, and previous purchases are recorded.
Helps salespeople manage customer information
Should be updated with each purchase

5.03
SELLING FASHION

CALCULATE BASIC MATH

Convert fractions to percents.
Divide the numerator of the fraction by the denominator.
Example: = 1 2 = .50 = 50%
Convert percents to decimals.
Move the decimal point two places to the left.
Example: 60% = .60
Convert decimals to percents.
Move the decimal point two places to the right.
Example: .63 = 63%

HOW TO OPEN AND CLOSE A

CASH DRAWER
1. Verify the opening change fund to determine that the
amount of money actually provided for the cash till at
the beginning of the day is equal to the amount
designated for the given days activity. Count the
change fund. Compare the actual change fund with
the amount designated for the day. Follow company
procedures to record the result and to correct any difference
before making sales.
2. Balance the cash drawer

MATH FOR CASH SALES

TRANSACTIONS

1. Determine the total due from the customer

2. Announce the amount of the sale
3. Announce the amount the customer

6.01
ANGEL JORDAN BLUE

FASHION PROMOTION
Promotion: The communication with customers about products and services
to create demand and encourage purchases.
Promotion may be done locally, regionally, nationally, or internationally
The goal of promotion is to communicate with the largest target audience
possible.
Promotion helps to attract new customers, increase sales to existing
customers, and stimulate brand name recognition
Promotion is one of the four major elements of the marketing mix:
Product
Place
Price
Promotion

PROMOTION AND ADVERTISING

Promotional mix: The combination of all types of
communication used by a business to inform, persuade, or
remind consumers about a company and/or its products
Advertising
Personal selling
Publicity
Public relations
Sales promotion
Advertising: Any PAID form of NONPERSONAL presentation of
ideas, goods, or services made by an IDENTIFIED SPONSOR

PUBLICITY
Free
Carried by mass media. Mass media are those instruments of
communication designed to reach the mass of the people.
Must be newsworthy to earn media space and time
Must be timely, have local interest, and appeal to mediums audience
Seems more credible to consumers than advertising
Company has little control over content of message or how it is
presented to the public
Can have a good or bad result
Helps make styles, manufacturers, retailers, trends, or designers better
known to the public

PRESS RELEASE

Used to create public awareness of store openings, civic

events at store locations, or announce employee promotions
Used to create a positive image and awareness about a
company, designer, or product

PUBLIC RELATIONS

Activities designed to build positive relations with the

customers, employees, and the community.
Participation in community programs
Effective PR can help build a positive image for a company,
but cannot cover up bad news.

FASHION CYCLE
Introduction. Promotion is used to introduce trends and
create interest in new merchandise.
Rise. Promotion is used to motivate customers and increase
desire for merchandise.
Peak. Promotion is used to persuade consumers that the
businesss version of a product is best and why.
Decline. Promotion is designed to gain customers loyalty
with reduced prices and reinforce their choice.
Obsolescence. Promotion is used to emphasize large
markdowns.

PURPOSES OF FASHION
ADVERTISING
Build a companys image
Promote a product
Announce a sale
Support a cause
Stimulate store traffic
Stimulate consumer interest
Provide consumers with useful information
Develop brand/store loyalty

PRODUCT ADVERTISING
Promotion designed to sell specific merchandise items, lines,
or certain services.
Most fashion advertisements are product ads.
Identifies and describes products
May mention product price and/or availability
May create a sense of urgency for a specific sale or limited
time period

INSTITUTIONAL ADVERTISING
Promotion designed to sell the reputation of an organization
rather than a specific product; also referred to as image or
corporate advertising.
Projects the image of the business, often emphasizing fashion
leadership, exceptional service, or community involvement
Goal is to build long-term patronage by customers
Used to promote the overall excellence of a business and to
build goodwill

ADVERTISING

National advertising: Advertising sponsored by companies

that sell products on a nationwide basis.
Regional advertising: Advertising by retailers that have many
stores in adjoining states or a confined section of the
country.
Local advertising: Advertising sponsored by local businesses

FORMS OF ADVERTISING MEDIA

Newspapers
Magazines
Television
Radio
Online advertising
Direct mail
Outdoor signage
Merchandise packaging
Video

NEWSPAPERS
Primary form of advertising for local retailers
Fifty-five percent of adults in the U.S. read a newspaper daily.
Allow advertisers to reach most readers daily
Dominated by large retailer advertising
Geographic selectivity
Variety of ad sizes and prices available
Provides verbal and visual communication to consumers
Relatively easy to produce
Comparatively low cost

MAGAZINES
Retailers advertise in magazines that have target markets similar
to their own.
Enable retailers to benefit from national circulation
Allow retailers to show accurate color and details
Readers keep magazines for extended periods of time.
Tend to be believable
High cost
Long lead time between preparation of ad and its publication
makes information less timely.
Professional preparation usually needed

TELEVISION
Consumers are reading less and watching television more for news and other
information.
Allows regional stores with branches to reach the largest local audience
National manufacturers and retailers run costly advertisements designed to
build brand loyalty on major network channels.
Local retailers advertise on cable channels with lower advertising rates, and
target more specific markets
Enables advertisers to show actual products in color and motion
Prime time is between 8 p.m. and
High cost of time and production
Message has short life
Local TV not available everywhere

11 p.m.

RADIO
Popular with consumers in homes, cars, and places of work
Reaches approximately 96 percent of all people age 12 and
over in a given week
Prime advertising slots are during morning and afternoon
commutes to and from work.
Universally used medium
Short preparation and lead time
Low cost

ONLINE ADVERTISING
Rapidly growing form of promotion
Ten billion dollars spent in 2002
Effectiveness is measured by the number of times an
advertisement has been visited.
Allows up-to-the-minute messages to be communicated to
the world immediately
Allows advertisers to gauge readers interests, buying habits,
merchandise preferences, and price points

DIRECT MAIL
Little wasted circulation
Flexible and versatile
Design, message, audience, and cost can be closely regulated.
Used by small, specialty retailers
Results can be easily evaluated
Can be considered junk mail
Catalogs have become a popular form of advertising because of
the shopping convenience they provide.
Store newsletters or magazines are used by retailers to give
customers fashion trend information

OUTDOOR SIGNAGE
Billboards, public transit advertisements, posters, and freestanding signs
Can only have short, general message
Considered offensive by some people
Repetitive viewing
Minimal cost per viewing if in high-traffic areas
Can target geographic location
Some wasted audience coverage
More effective for institutional advertising rather than
emphasizing specific merchandise

MERCHANDISE PACKAGING
Company names, logos, and slogans on shopping bags, gift
bags, gift boxes, and wrapping paper
Institutional advertising that helps to develop an image for
the business
Small expense to retailer
Limited

audience

VIDEO
Attracts attention near
movement

merchandise with sound and

Designed to present fashion trends, promote merchandise,

and build customer traffic
Can be replayed over and over
Have not proven to be effective advertising
Can be an effective sales training tool

VISUAL MERCHANDISING
Attractive and appealing physical display of merchandise
combined with effective store layout and dcor
The purpose is to present merchandise so the business will
receive maximum traffic exposure.
All visual merchandising activities are directed toward
creating sales for the business.

MERCHANDISE PRESENTATION

The effective ways merchandise is hung, placed on shelves or

tables, or otherwise made available to customers in retail
stores

GOALS OF VISUAL
MERCHANDISING
Capture the customers interest
Entice customers to enter the store
Visually create sales
Urge customers to make purchases
Promote the store image
Attract attention to merchandise
Educate customers about merchandise
Encourage impulse buying

WINDOW DISPLAYS
Exterior presentation of merchandise to generate in-store
traffic
Provides the customers first encounter with the store
Used to show merchandise to those passing to encourage
them to enter the store
Open window display: A store window that provides a direct
view into the store with no back wall to block the view.
The interior store area is visible from the exterior.
Closed window display: An enclosed store window in which
customers can view only the window display and cannot see
inside the store through the window.

INTERIOR DISPLAYS
Visual presentation of merchandise inside the store designed
to attract customers and motivate them to purchase
immediately.
Island
Ledge
Shadow box
Enclosed
Point-of-purchase
Flying
Showcase

INTERIOR DESIGNS CONT.

Island: A display, usually raised, viewable from all sides.
Ledge: A display shelf usually located about eye level behind a selling counter or
above the top surfaces of display units.
Shadow box: A miniature display, sometimes recessed, that may be locked and
lighted and that is often used for high-end merchandise.
Enclosed: A fully glassed in platform display usually at the entrance to the store
or a department within the store.
Point-of-purchase: Displays near a check out counter used to catch the
customers eye and stimulate impulse buying
Flying: A display in which merchandise is hung from the ceiling or stretched
across an open space by using fishing line to make it look as though it is flying in
the air.
Showcase: A display case that has a glass top and front used to showcase
merchandise the store wants protected

DISPLAYS
Promotional displays: Presentations that emphasize
merchandise items, lines, or a trend.
Institutional displays:Presentations that provide an idea
rather than specific merchandise.
Dcor: The decorating theme and the style and appearance of interior
furnishings.
Layout: The interior arrangement of the retail facility.

COMPONENTS OF VISUAL
PRESENTATION
Fixtures
Props
Functional
Decorative
Lighting
Signs
Materials

SPECIAL EVENTS
Promotional activities designed to increase customer traffic, sell goods, and improve company image.
Special events are not typical day-to-day promotions. They may last for one afternoon or for several
weeks.
Special events are used to reach potential and current customers
Fashion shows
Trunk shows
Special sales
Celebrity appearances
Demonstrations
Charitable celebrations
Fashion awards
Sampling
Premiums
Personal improvement sessions
Teen boards

FASHION SHOWS

Popular special events that use live models to present

apparel and accessories.
Formal modeling
Informal modeling
Fashion shows often attract significant media attention.

WHEN PLANNING A FASHION

SHOW
Determine the purpose of the show.
Consider the budget.
Determine the target audience.
Develop a theme, keeping the audience, merchandise, and time of year in mind.
Prepare a timeline, including responsibilities and duties.
Schedule the location, date, and time.
Develop a guest list.
Select the merchandise and models.
Plan the lineup, music, and choreography.
Plan for the security of the merchandise, equipment, participants, and audience.
Prepare the promotional plan and send press releases and invitations.
Develop the program, script, tickets, and other items needed for the show.
Prepare the stage, runway, backdrop, decorations, lighting, and props if these are to be used.
Conduct rehearsals.
Evaluate the effectiveness of the show

TRUNK SHOWS

Promotional events for which designers or company

representatives bring a designers collection to a store for a
short period, possibly a day or two, for customers to view.
Attract media attention
Advertisements in the newspapers and direct mail invitations
are used to notify potential attendees of such events.
Many times live models are used

SPECIAL SALE

A promotional event during which a store offers specific

customer discounts and/or special merchandise discounts to
entice customers to buy.

UNIT 7

INTERPERSONAL SKILLS ARE

SOFT SKILLS
Ethics
Integrity
Goal setting
Assertiveness
Professional conduct/etiquette
Positive Attitude
Empathy
Teamwork
Problem solving skills

IMPORTANCE OF
INTERPERSONAL SKILLS
Developing and maintaining positive human relations
requires the use of soft skills.
Positive customer relations are the result of courtesy,
interest, helpfulness, and tolerance. An employee is the face
of the business or company. The way in which a customer is
treated in a fashion retail store determines whether that
customer will return. Repeat customers enable a business to
become more successful.