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Fashion Marketing and Merchandising

Fashion Marketing and Merchandising

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Fashion Marketing and Merchandising

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  1. Fashion Marketing and Merchandising

  2. Even fashion must be thought out and planned. • New items are discussed and trends analyzed to determine what the buying public will purchase. • This is done at least 2 seasons ahead of when product is planned for the store. Product Planning

  3. Introduction • Growth • Maturity • Decline • What do you think happens in each of these phases? Product Life Cycle

  4. 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

  5. Before break, you create a product line. Using that knowledge and your book, what do you think the following terms mean? • Product item • Product line • Product width • Product depth Lines and More

  6. All industries must use research to determine what products to offer. • Gather information • Analyze it and make projections and suggestions Market Research

  7. 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

  8. 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

  9. 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

  10. Department stores • Specialty stores • Boutiques • Designer stores • Outlets • Discount stores • Mail order • Online Types of Stores

  11. All stores use the selling process. • What are the 7 steps of the sales process? Stores

  12. 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

  13. Add up all your expenses plus a profit to set price: • 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?

  14. Prestige pricing • Skimming • Penetration pricing • Odd/even • Psychological Pricing Strategies

  15. 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