Subject : Apparel Merchandising

Unit 8: Skills and traits required of a successful merchandiser / buyer

Quadrant 1 – E-Text

Learning Objectives

The learning objectives of this unit are to:

 Recognize how ignorance is more expensive than knowledge.

 Review the importance of dedication, enthusiasm, honesty and stamina to become a
successful merchandiser or buyer.
 Describe the significance of communication, decision making, leadership and negotiation
skills for a successful merchandiser or buyer.
 Review the importance of merchandising or buying career in the apparel industry.
8.1 Traits Required of a Merchandiser / Buyer

Many students enrolled in merchandising courses want to become buyer. They are part of a large
group who have the idea that a fashion buyer’s job is glamorous- replete with travel abroad,
cocktail parties, luncheons and dinners, theatre-going, fashion shows, etc. They also believe that
it is a career that provides rapid advancement, high pay, & constant excitement. And they are
correct to some degree. However, in all honesty, the fashion buyer’s job demands long hours and
hard work.

Personal Requirements

Management demands certain desirable traits, characteristics, and attributes. Merchandise

managers like to have their fashion buyers possess some, if not all of the characteristics, that
previously or currently successful practitioners of this profession exhibit.
The requirements for a buyer vary in direct relationship to an organization’s function or position
in the fashion marketing field. Now, let us look at some personal attributes, traits that are
commonly believed to be desirable for those who aspire to a career in fashion buying.
Buyers must express themselves easily and fluently using both the written & spoken word.
They must have the ability “to think in numbers” as well as to handle figures, particularly in
the rapid turnover or short life that so frequently characterizes large segments of fashion
merchandise.
Buyers, to be successful, must get along with others, their subordinates, their superiors, their
vendors, and their customers. The ability of buyers to be enthusiastic is universally accepted
as a prerequisite for success.

Buyers should develop, if they do not already possess, a keen awareness or a sense of
alertness as another personal trait. The meaning of creativity in this case, ranges from the
ability to literally help to create or design a fashion idea, style or item to being able to
recognize a style or fashion trend as it emerges.

Creativity can also mean the buyer’s ability to interpret things in such a way that excitement is
created.

The ability of buyers to develop or sharpen a sense of curiosity is required. Those who can maintain
this curiosity about people, events, styles, etc., will be the ones who will come out ahead time after
time. The buyer’s ability to develop both physical stamina and emotional stability produces a
combination that is difficult to surpass as a requirement for success in the fashion buying and
merchandising field.

The ability of fashion buyers to retain what they have seen and heard is an attribute that will serve
them well.

Managerial Skills
Delegate authority and responsibility to subordinates. Budget time adequately, so that the many
diversions and occurrences during the working day can be taken in stride. Be flexible. Be fair,
tactful, and impartial which is required by their subordinates as an essential quality in their day-
to-day relationships. Act on one’s own initiative which distinguishes one buyer from another,
and involves the ability not only to be a self-starter, but also to carry through a project without
constant supervision.

Educational Requirements
Educational requirements include: Formal degrees from college, Universities, both private and
publicly-owned and operated. Educational requirements for a career in fashion buying and
merchandising varies. The real need is for people with intelligence, perseverance, and an ability
to get along with others.

Training Programmes
Every fashion industry or retail store conducts training programs which are categorized as: The
Formal Program: Classroom lectures and discussions. On-the-Job Training Program is learning
while doing the job. The Job Rotation Program is a technique that assigns trainees to various
structures and departments over a period of a few year to improve on skills of an employee.

Work Experience Requirements

Previous consumer-oriented work experience is important in the job-selection process. Emphasis
for job selection is placed on those individuals who began to work part-time or during summer
vacations while still in high school or college in consumer-oriented jobs.
The experience garnered in selling, particularly in our current consumer-geared world, is
invaluable to future buyers. It helps them to interpret the needs, wants, demands of customers as
well as how to act to fulfill them. There is unmistakable trend among young people to become
entrepreneurs in fashion business. One of the greatest reasons for failure in small business is the
lack of adequate experience in that business.

The main advantages of a career in fashion buying and merchandising are: Remuneration,
advancement, opportunity for economic growth, opportunity for Personal growth, transferability,
travel, self-expression, equal opportunity and lifetime career opportunity.

There are also disadvantages of a career in fashion buying and merchandising. These are: Hard
work and long hours, competition, pressure, accountability and travel.

Current and Future Career Opportunities

Fashion buying is a well-paying job. Fashion buying permits the individual to satisfy the desire
for self-expression. Fashion buying is one of the cornerstones of the gigantic retailing industry.
Retailing is a changing and dynamic industry.

The primary objective of merchandising is to sell. Some people opt for a fashion career because
of a personal interest in clothing. They believe that a love of fashion and good taste are the
prerequisites for a professional career in fashion.

The buyer as an agent for the ultimate consumer, he should consider customer’s taste and
fashion that causes acceptance in the market, but not his taste and preference. He should know
the process of merchandising, such as planning, buying and selling. These activities are done
based on the knowledge for whom and why merchandise will be purchased. There should also be
a Professional approach.

Knowing Your Product

Every professional buyer must know the product with which he or she is dealing. The activity of
acting as an agent for the consumer implies professional understanding of merchandise offered
for sale. The fashion buyer must know the elements of fashion merchandise-Silhouette, Texture,
Color, Details. He should have professional knowledge about type of fabric, fabrics cost, how
they perform, and how they are suited for specific garments, etc.,

8.2 Understanding Fashion Dynamics and Principles

Fashion dynamics and principles separate the beginners from the experts-one of the aspects of
fashion buying and merchandising that requires knowledge and intuition.

Fashion is evolutionary.

Fashion is cyclical.
Buying is for selling.

Customers make fashion.

Acceptance levels of fashion vary.

Different fashions appeal to different customers.

Price is important not fashion.

Fashion depends on place.

The nature of fashion is change.

Fashion can filter down or seep up.

Fashion does not improve with age.

The cardinal sin of fashion merchandising is to be out of trend. The maximum fashion selling
requires a communication process which includes: Display, accessorization, advertising and
personal selling.

Fashion reflects lifestyles. The timing of fashion stocking is dependent upon who you are (the
store).

8.3 Skills Required of a Merchandiser / Buyer

The major skills required for a merchandiser are:

Decision making skills:

Consider the relative costs and benefits of potential actions to choose the most appropriate
one. Take decisions quickly and decisively without being afraid of taking risk.

Mathematical skills:

Identify complex problems and review related information to develop and evaluate options
and implement solutions using the knowledge of arithmetic, algebra, geometry, calculus,
statistics, and their applications.

Analytical skills:
The job requires analyzing information and using logic to address work-related issues and
problems. Information presented in numerical terms should be analyzed and translated into
merchandising strategy.

Communication skills:

Knowledge of the structure and content of the language including the meaning and spelling
of words, rules of composition, and grammar for seamless and effective communication.
Effective communication that is appropriate for the needs of the audience.

Negotiation Skills:

Bringing others together and trying to reconcile differences.

Other skills that are required by a merchandiser are:

Active Listening

Giving full attention to what other people are saying, taking time to understand the points being
made, asking questions as appropriate, and not interrupting at inappropriate times.

Speaking

Talking to others to convey information effectively.

Critical Thinking

Using logic and reasoning to identify the strengths and weaknesses of alternative solutions,
conclusions or approaches to problems.

Social Perceptiveness

Being aware of others' reactions and understanding why they react as they do.

Judgment and Decision Making:

Consider the relative costs and benefits of potential actions to choose the most appropriate one.

Time Management:

Managing one's own time and the time of others.

Coordination:
Adjusting actions in relation to others' actions.

Service Orientation:

Actively looking for ways to help people.

Reading Comprehension:

Understanding written sentences and paragraphs in work related documents.

Writing:

Communicating effectively in writing as appropriate for the needs of the audience.

Active Learning:

Understanding the implications of new information for both current and future problem-solving
and decision-making.

Persuasion:

Persuading others to change their minds or behavior.

Knowledge Needed to be a Merchandiser

Here are some critical information that a merchandiser needs to know.

Customer and Personal Service

Knowledge of principles and processes for providing customer and personal services. This
includes customer needs assessment, meeting quality standards for services, and evaluation of
customer satisfaction.

English Language

Knowledge of the structure and content of the English language including the meaning and
spelling of words, rules of composition, and grammar.

Sales and Marketing

Knowledge of principles and methods for showing, promoting, and selling products or services.
This includes marketing strategy and tactics, product demonstration, sales techniques, and sales
control systems.

Design
Knowledge of design techniques, tools, and principles involved in production of precision
technical plans, blueprints, drawings, and models.

Computers and Electronics

Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware
and software, including applications and programming.

Administration and Management

Knowledge of business and management principles involved in strategic planning, resource

allocation, human resources modeling, leadership technique, production methods, and
coordination of people and resources.

Education and Training

Knowledge of principles and methods for curriculum and training design, teaching and
instruction for individuals and groups, and the measurement of training effects.

Work Styles for a Merchandiser

Attention to Detail

The job requires being careful about detail and thorough in completing work tasks.

Dependability

The job requires being reliable, responsible, and dependable, and fulfilling obligations.

Adaptability/Flexibility

The job requires being open to change (positive or negative) and to considerable variety in the
workplace.

Stress Tolerance

The job requires accepting criticism and dealing calmly and effectively with high stress
situations.

Cooperation

The job requires being pleasant with others on the job and displaying a good-natured,
cooperative attitude.

Independence
The job requires developing one's own ways of doing things, guiding oneself with little or no
supervision, and depending on oneself to get things done.

Concern for Others

The job requires being sensitive to others' needs and feelings and being understanding and
helpful on the job.

Initiative

The job requires a willingness to take on responsibilities and challenges.

Integrity

The job requires being honest and ethical.

Achievement / Effort

The job requires establishing and maintaining personally challenging achievement goals and
exerting effort toward mastering tasks.

Self-Control

The job requires maintaining composure, keeping emotions in check, controlling anger, and
avoiding aggressive behavior, even in very difficult situations.

Analytical Thinking

The job requires analyzing information and using logic to address work-related issues and
problems.

Innovation

The job requires creativity and alternative thinking to develop new ideas for and answers to
work-related problems.

Leadership

The job requires a willingness to lead, take charge, and offer opinions and direction.

Persistence
The job requires persistence in the face of obstacles.

Social Orientation

The job requires preferring to work with others rather than alone, and being personally connected
with others on the job.

Work Values for Merchandisers

Here are some work values for merchandiser

Relationships

Occupations that satisfy this work value allow employees to provide service to others and work
with co-workers in a friendly non-competitive environment. Corresponding needs are Co-
workers, Moral Values and Social Service.

Independence

Occupations that satisfy this work value allow employees to work on their own and make
decisions. Corresponding needs are Creativity, Responsibility and Autonomy.

Achievement

Occupations that satisfy this work value are results oriented and allow employees to use their
strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability
Utilization and Achievement.

8.4 Working Conditions

Occupations that satisfy this work value offer job security and good working conditions.
Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working
Conditions.

Support

Occupations that satisfy this work value offer supportive management that stands behind
employees. Corresponding needs are Company Policies, Supervision: Human Relations and
Supervision: Technical.

Recognition

Occupations that satisfy this work value offer advancement, potential for leadership, and are
often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and
Social Status.
8.5 Conclusion

To summarize in this unit you have reviewed the importance of merchandising or buying career
in the apparel industry.