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Fashion Merchandising

Fashion Merchandising. Chapter 12 – Retail Types of Retailers Pg. 222 - 231. Department Stores. Large scale general merchandisers that offer many varieties of merchandise grouped into separate departments Fashion orientation (clothing & household needs) Goods are categorized

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Fashion Merchandising

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  1. Fashion Merchandising Chapter 12 – Retail Types of Retailers Pg. 222 - 231

  2. Department Stores • Large scale general merchandisers that offer many varieties of merchandise grouped into separate departments • Fashion orientation (clothing & household needs) • Goods are categorized • Customer service (Sales people, credit) • Prestigious reputation of high quality, fashion • Examples – Bloomingdales, Dillard’s, Foley’s, Macy’s, Marshall Field’s, Nieman-Marcus, Nordstrom, Saks Fifth Avenue.

  3. Discount Chain • Retail establishments that sell merchandise at lower than recognized market-level prices. • Market has grown recently • Large, simple buildings, busy streets • Minimal services • Checkout counters at front • Fashion followers • Mass merchandisers • Examples Kmart, Target, Wal-Mart

  4. Off-Price Discounters • Sell brand-name or designer merchandise at lower-than-normal prices. • Changing & unstable collection of goods • Production overruns • End of season goods • Closeouts, samples & irregulars • Examples – TJ Maxx, Marshalls

  5. Wholesale Warehouse Clubs • Specialize in bulk sales of a limited selection of nationally branded staple merchandise. • Cut cost to the bone • Offer no services • Sell large-quantities • No advertising • Clubs (membership fee) • Example – BJ’s Wholesale Club, Costco, Sam’s Wholesale Club

  6. Supercenters/Hyper Markets • Sell individual items of almost every type of popular goods, including brand-name apparel, groceries, furniture, appliances, and general merchandise, at low prices. • Combo grocery & discount store • For time stressed customers • Concept started in Europe • Examples - MegaMart in Japan, like a SuperWalmart or SuperKmart but w/ more departments,

  7. Specialty Stores • Carry large selections of limited classifications of merchandise. • Lower volume higher prices • Target specific consumers • Personalized services, convenience & ambiance • Quality merchandise • Examples – Tiffany’s, David’s Bridal, Victoria Secret, The Limited, Petite Sophisticate

  8. Designer Boutiques • Small, stand-alone shops or distinctive areas within larger stores that sell unusual, few-of-a-kind apparel, accessories, or decorative items. • Individual attention • Merchandise is fashion forward for special-interest customers • Examples – Giorgio Armani, Valentino, Versace, Betsy Johnson, Adrienne Viditti

  9. Category Killers • Carry huge selections of merchandise in a single product category at good prices. • Examples – Circuit City, Office Depot, The Sports Authority, Staples, Toys “R” Us.

  10. Licensed Merchandise Stores • Sell items, such as clothing and collectibles, that are adorned with licensed logos, names, and pictures from TV shows, movies, the recording industry, sports teams, and commercial products • Stores are decorated to accent the theme of their merchandise. • Examples – The Disney Store, The Hollywood Store, Warner Brothers Store

  11. Dollar/Closeout • Offer a few items in many classifications of lower-priced merchandise. • Stock inexpensive clothing, stationery, house wares, and toys • Displays on open counters • Small discount stores • Merchandise is not guaranteed • Volume of items is not guaranteed • Quality of items is low • Examples – Dollar General, Pic N Save

  12. NON-STORE Retailing!

  13. Mail-Order • Sell merchandise through catalogs that they distribute to consumers. • Customers select items by looking at pictures, illustrations & descriptions • Customers shop at home • Orders placed by mail, phone or fax • 24 hours a day • Examples – J.Crew, Lands’ End, L.L. Bean, Spiegel, Eddie Bauer,

  14. Personal Selling • No retail store. • Door-to-door sales, selling parties • Company rep. takes orders • Items delivered to customers • High quality or unusual design and high priced • Examples – Mary Kay, Tuperware, Avon

  15. Television Retailing • Uses certain television channels to show and describe merchandise available for purchase. • Celebrities sell their own lines • Order by telephone • Began in 80’s • Tests the market • Examples – Home Shopping Network, QVC Network

  16. Computer Retailing • Allows shoppers to view merchandise on their computer at home and order via internet. • Go directly to stores sites • Electronic catalog • View 3D pictures • Shop anytime, day or night • Examples – fashionmall.com, bloomingdales.com, jcrew.com (any store!)

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