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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. This is done at least 2 seasons ahead of when product is planned for the store. Product Planning. Introduction

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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

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