Scribd
Upload
10 views

Chapter 3 - Managing Merchandising Process

Uploaded by

iraleayah
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
10 views

Chapter 3 - Managing Merchandising Process

Uploaded by

iraleayah
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 17

TXL 582: FASHION

MERCHANDISING

CHAPTER 3:
Managing Textile &
Apparel Merchandising
Process

1. Dr. Najua binti Tulos

2. Textile and Apparel/ Textile Science and Fashion


Technology

3. Faculty of Applied Sciences

4. UiTM Shah Alam


Merchandising
activities

Merchandising
policies

Customer analysis
1)Predicting Developing
Sourcing and
Arranging
apparel allocating Organizing
product merchandise
business and apparel production
specification shipment
fashion trend merchandise

Merchandising Process/Activities
To predict what apparel that will be
(1)Predicting accepted in coming season

apparel
business and
Market information search
fashion trend

Needs to understand the market


trends and preferences

Also needs to understand “Fashion


Adoption Theory”
Theories of Fashion Movement
(Fashion Adoption)
(2) Developing product
specifications
Designers and buyers involve in developing product
specifications

Product specifications involve the choices of colours,


cutting, silhouette (shape), texture, and workmanship (eg,
buttons, zippers etc).
❖to search for products (where, how, who, what and
when the products can be supplied )

(3) Sourcing and to optimize company profitability

allocating apparel to identify the least uncertainty of supplier


merchandise to identify schedule time of delivery
❖Material ordering and receiving , inspection, resolving technical problems
and arrangement of finished packaging and dispatch.

(4) Organizing Emphasizes oh how to arrange production.

production Make schedule of material requirement and delivery.

Allocate control personnel


❖Evaluate shipping ordering systems
(5) Arranging
merchandise shipment Decide transportation modes and routes

Studies packaging and handling methods

Advises the best arrangement of delivery


Set of guidelines and goal that help to determine what merchandise that retailer will sell. It is
Merchandising established by company management according to current trend & market place.

Policies The policies include quality policy, price policy and brand policy.

Other policies that also must be set:


• Customer service
• Promotional activities

All these policies must be maintained and monitored carefully on the changes of retail pattern
as well as economic conditions.
Retailers can choose from 3 general levels of quality:

The top level which involves the finest (high quality) materials and
workmanship. For very high price products.

Quality policy The intermediate level which exhibits concern for quality and
workmanship but to certain limit to maintain certain price level.

The serviceable level which involves materials and workmanship of


a fairly low level, consistent with equally low price.

Once a store has set its quality policies, it must make more specific
decisions, such as whether to accept nothing less than perfect goods
or whether to permit second-quality goods to be offered.
Price policy

A store’s pricing usually


attracts customers.

Most retailers do attempt to


relate their price to quality
standards.

Factors Quality of product/


merchandise
influencing price Service provided
policies: Store location
Brand policy
❖A brand is a name, trademark, or
logo that is used to identify the products
of a specific manufacturer or seller.

Retailers must decide whether to


emphasis designer names, national
brand names, imports or their own
private label merchandise.
Consumer The study of consumer behaviour focuses on how individuals
make decisions to spend their available resources (time, money,
effort) on consumption-related items.
Analysis
- market segmentation
The analysis includes:
-customer motivation
Market
Segmentation

❖Market segmentation is dividing a


market into distinct subsets of
consumer with common needs

Examples of market segmentation,


Geographic : region (north,
Sociocultural : culture,
east, south etc), city sizes, Demographic : age, marital
density of areas (urban, Psychological : personality religions, social class
status, income (lower, middle, upper)
suburban, rural)
Customer
motivation

Customers want to
-
fulfill their needs
and reduce the
state of tension.
THANK YOU

You might also like