Merchandising

V.Ramesh Babu Sr.Lecturer,FT

UNIT 2
Merchandising Role of Merchandiser Principles of Merchandising Types of Merchandising Product presentation Role of consumer

Functions and Scope of Merchandising

Line Planning Line development Line presentation Sourcing

FASHION MERCHENDISING-PRINCIPLES AND TECHNIQUES

A. ESTIMATING DEMAND B. TOOLS TO ESTIMATE DEMAND C. RESOURCES: WHERE TO GET THE MERCHANDISE D. ORGANISE RESEARCH MATERIAL TO START DESIGNING E. COSTING F. PRESENTATION OF RANGE OR COLLECTION TO CUSTOMER/CLIENT:

A. ESTIMATING DEMAND
Study of target market (DEMOGRAPHIC AND PSYCHOGRAPHIC STUDIES) Study of Fashion & product life cycles Kinds of services offered or prices at each stage (Introductory offers, sales promotions, free gifts, discounts, clearance sales etc)

Study of Fashion & product life cycles

Rise Peak Decline

Merchandising activities at various stages of fashion cycle Pioneering or introduction Mass acceptance Phasing out stage Testing styles Prestige ads Volume production Full assortments Price reductions Special purchases

Limited sales
Limited production

Regular price lines

Volume sales Volume selling ads

Off-price ads
Broken assortments

B. TOOLS TO ESTIMATE DEMAND

Want slips (note is made for request) Buying offices (get feel of market because they supply more than one store) Trade publications (market studies, demands forecasted agencies) Past performance (how did the product perform in the past) Comparison shopping (seeing what others are selling) Customer opinion (questionnaires)

C. RESOURCES: WHERE TO GET THE MERCHANDISE

In store sales (representatives visiting the store) Merchandise centers (wholesalers, manufacturers) Trade shows (international/domestic) Catalogs (supplier catalogs and advertisements) Buying offices (help in assistance for smaller stores) Internet (websites, on line orders)

D. ORGANISE RESEARCH MATERIAL TO START DESIGNING

Thumbnail sketches Adapt the forecast to your customer profile Group ideas into common details Design board E.COSTING: The actual (fabric, trims, transportation cost etc), overheads (labour, utilities etc) and profit margins must be taken into account.

F.PRESENTATION OF RANGE OR COLLECTION TO CUSTOMER/CLIENT

Presentation of theme/Inspiration: mood boards, storyboards etc. Presentation of range /collection :
Design boards Fashion plates Specification sheets: Flat presentation drawing drawn to scale Indicated season, buyer, style number, garment type & size Measurements Details: Pocket and collar shapes Type of fastening Swatches of fabrics, trims, linings, etc. Any other information you feel is necessary.