Introduction to Merchandising and

Role of a Merchandiser

Presented by
Dr. Lal Mohan Baral
Professor
Department of Textile Engineering
Ahsanullah University of Science &Technology

1
 What is Merchandising?
In Europe the term “merchandising” is commonly used within the
trading industry and denotes all marketing and sales stimulation
activities around point of sale (POS): design, creation, promotion,
care and training of the sales staff.
In Asian countries, such as Bangladesh and India this term is more
synonymous with activities right from sampling or idea conception
to dispatching of the shipment. It is a job description that involves
leading and working with different departments within the
organization, suppliers and buyers to deal with timely deadlines and
accepted quality levels.
In the broadest sense, merchandising is any practice which
contributes to the sale of products to a retail consumer. At a retail
in-store level, merchandising refers to a variety of products available
for sale and the display of those products in such a way that it
stimulates interest and entices customers to make a purchase. 2
2
 What is Merchandising?
The “Merchandising” is known to the activities specially
involved in garments trade. The term merchandising
has been derived from the merchandise.
Merchandise means goods that are bought & sold.
The term “Merchandiser” may be defined as Person
who merchandises the goods, specifically for export
purposes. Garments merchandising means buying raw
materials & accessories, producing garments,
maintaining required quality level and exporting the
garments within schedule time. From the above
definitions, we can say that a person involved in
garments merchandising needs a wide range of
knowledge & skill to perform his job successfully. The
job itself is Technical and general as well.
3
3
 QUALITIES OF MERCHANDISER
• Good command in English and adequate
knowledge of technical terms for accurate and
efficient communication.
• Good knowledge of fiber, yarn, Fabric, Dyeing,
Printing, Finishing, Dyes, Color fastness, Garments
production, etc.
• Clear conception of the usual potential quality
problems in the garments manufacturing.
• Good knowledge of the usual raw materials
inspection systems & garments inspection systems.
• Knowledge of the quota system used in each of
the producing countries, duty rates, and customs
regulations, shipping and banking documentation etc.
• Fabric requirement calculations.
4
4
 QUALITIES OF MERCHANDISER
• Accessories requirement calculations (e.g. thread, button, interlining,
label, poly bag, Carton etc.)
• Sourcing of fabrics
• Sourcing of accessories.
• Possible date of arrival of fabrics & accessories in the garments
factory.
• Costing.
• Garments production planning.
• Pre-shipment inspection schedule.
• Shipping documents.

Also a merchandiser always should have a mentality to impress the

buyers by means of:
Right Product.
Right Qualities.
Right Quantities.
5
Right Time. 5
 ESSENTIALITY OF MERCHANDISING
Learning the customers about the product or service in an
effective and creative way.
Establishing a creative medium to present merchandise products
in 3D environment, thereby enabling long lasting impact and recall
value.
Setting the industry apart in an exclusive position.
Establishing linkage between fashion, product design and
marketing by keeping the product in prime focus.
Combining the creative, technical and operational aspects of a
product and the business.
Drawing the attention of the customer to enable him to take
purchase decision within shortest possible time, and thus
continuing the selling process.
6
6
 DUTIES OF MERCHANDISER
We already know that the duties of a merchandiser
take a wide area. His duties start from before getting
an order to the shipment of that order. Though the
duties of a merchandiser go on continuously, but for
being easier to understand it can be categorized in
four steps-

1.Before confirmation of order

2.After confirmation of order
3.During production
4.During shipment

7
7
 DUTIES OF MERCHANDISER
BEFORE CONFIRMATION OF ORDER:
a.Good relation with buyer should be maintained.
A merchandiser must maintain a good relation with
buyer at all times.
A buyer should be considered as a well- wisher for
the company.
A merchandiser should behave well with the buyer
while there is a possibility of getting order.
Even if there is no order, he should communicate
regularly with the buyer mailing him/her.
8
8
 DUTIES OF MERCHANDISER
BEFORE CONFIRMATION OF ORDER:
b. Submitting Company Profile:
 Arrange an evaluation of the factories by the
buyers whom he/she is working with by submitting
them the company profile.

9
9
 DUTIES OF MERCHANDISER
BEFORE CONFIRMATION OF ORDER:
c. Getting Inquiry Sheet:
The first step of merchandising starts from obtaining an
inquiry sheet from the buyer.
The buyer sends an inquiry sheet to the merchandiser to
give the over-all idea about his required garment product.
A merchandiser must have to review the tech-pack very
well.
On receipt of inquiry, he must check garment styling,
quantity, delivery, target price (if any), type of fabric, required
accessories, size range, type of wash/dry process,
embroidery/print etc.
If any clarification needed, he must communicate with buyer 10 10
 DUTIES OF MERCHANDISER
BEFORE CONFIRMATION OF ORDER:
d. Fabric consumption calculation:
The merchandiser provides the measurement sheet to the
pattern section to make a pattern set of a particular garment.
Then pattern set is provided to the marker man to make a
marker. This marker is made only for fabric consumption
calculation. This is made normally for 1 dozen of shirt.
While working out consumption, special care is to be taken
of tricky fabric like stretched, crinkled, peached, brushed,
corduroy fabrics.
Note: here, one thing is very much important that the
merchandiser must provide the cut able width the fabric to the
marker man. Because, it is quite impossible to calculate exactly
fabric consumption without knowing the cut able width. 11 11
 DUTIES OF MERCHANDISER
BEFORE CONFIRMATION OF ORDER:
e. Price quotation:
First, the merchandiser should have good sourcing with the
fabric and trims supplier and he has to collect the fabric and
trims price from them.
On receipt of any inquiry, price must be quoted within 2
working days.
He/she should contact with Merchandising Manager before
quoting price.
Then he will prepare a Price quotation or Costing Sheet and
send it to the buyer by E-mail.
While quoting garment price, if possible fabric swatch/wash
panels should be sent to buyer.
12 12
 DUTIES OF MERCHANDISER
BEFORE CONFIRMATION OF ORDER:

f. Price negotiation with buyer:

A mutual understanding is placed between
buyer and merchandiser about the price of the
product.
When the price negotiation is completed,
then the order is confirmed.

13
13
 DUTIES OF MERCHANDISER
BEFORE CONFIRMATION OF ORDER:
g. Cautions:
Some cautions should be taken during order
confirmation regarding following-
Inform buyer if apprehend not able to achieve
crocking, shrinkage, washing effect etc.
Ensure minimum quantity for solid or dyed fabric.
Should also take care about matching / non-
matching of yarn dyed stripe/checks.
Should be clarified about the way of special printed
fabric like bird, ship, tree, boat etc. 14
14
 DUTIES OF MERCHANDISER
AFTER CONFIRMATION OF ORDER:
a. Collect followings from buyers:

Collect Purchase Order

Delivery wise quantity
Color/size breakdown
Accessories details
Color standard & wash standard
Packing instruction

15
15
 DUTIES OF MERCHANDISER
AFTER CONFIRMATION OF ORDER:
b. Work out TNA:
TNA is elaborated as Time and Action.
The merchandiser should prepare a TNA calendar
very much carefully.
He must emphasize on ETA and ETD.
•ETA- Estimated date of arrival.
•ETD- Estimated date of dispatch.

16
16
 DUTIES OF MERCHANDISER
AFTER CONFIRMATION OF ORDER:
c. Development:
Fabric development- by lab dip
Trims development - by lay out
Thread development -by lab dip
Button development - by lab dip (if dyeing required)

d. Making Swatch Card:

The merchandiser prepares a Swatch Card with the
actual fabric and accessories.

17
17
 DUTIES OF MERCHANDISER
AFTER CONFIRMATION OF ORDER:
e. Approval:
Get fabric quality approval from buyer
Get lab dip / yarn dip approval from buyer
Get approval of trims
Get approval of swatch card

f. Collect PI and Open Back to Back L/C:

•Get Proforma Invoice of fabric &Accessories and open Back to
Back L/C as per TNA.

18
18
 DUTIES OF MERCHANDISER
AFTER CONFIRMATION OF ORDER:
g. Arrange sample for approval:
Develop sample
Fit sample (if not approved) – 1st/2nd/3rd Fit.
Size Set sample
Photo/Advertisement sample
Pre Production Sample
Testing sample
Shipment sample

19
19
 DUTIES OF MERCHANDISER
AFTER CONFIRMATION OF ORDER:

h. Booking Summary must be updated:

Booking fabric-
Mention type of wash & lab test requirement with approval
from merchandiser.
Required wastage to be considered-
3% for non wash garments,
5% for wash garments,
7% for indigo denims , chambray, linen, Cotton garments
In case of crinkled or stretch fabric, shrinkage should be
verified while booking.
20
20
 DUTIES OF MERCHANDISER
AFTER CONFIRMATION OF ORDER:

h. Booking Summary must be updated:

Booking Accessories-
Mention type of wash and lab test requirement with approval
from merchandiser.
Required wastages to be considered are:
Care / size labels- 5%,
Snap/shank button- 7%,
Belt- 1%,
Elastic- 15% and
All others 3%
21
21
 DUTIES OF MERCHANDISER
AFTER CONFIRMATION OF ORDER:
i. Collect In-house Status:
When all the required fabrics and trims reach to the Store, the
merchandiser must collect the in-house status or Inventory
Report.

j. Collect Inspection Report:

After getting all fabrics and trims in-house, they should be
inspected very well and the merchandiser will collect the
Inspection Report.

k. Work out consumption:

It is done again based on actual size ratio and pattern,
If needed revise fabric booking immediately. 22
22
 DUTIES OF MERCHANDISER
AFTER CONFIRMATION OF ORDER:
l. Take bulk approval:
Fabric, trims, wash standard, dyeing/printing standard etc
are to be approved while they are in store as bulk.
Bring 1 roll fabric from each roll for each color/pattern by air
showing no commercial value against L/C.

m. Ensure following:
After receiving of bulk accessories:
Arrange inventory for quantity.
Arrange inspection for correct quality, design, color/pattern
Check accessories whether these are required wash.
Check for Button mould if required
Snap button closing, opening & strength to be checked. 23
23
 DUTIES OF MERCHANDISER
AFTER CONFIRMATION OF ORDER:
n. Inspect fabric for following:
Defects
Width
Shading
Colors and Size of pattern, yarn color for yarn dyed.

o. Make shade band & get it approved.

p. Ask factory to make counter sample and get
approval.
q. Verify consumption of fabric, interlining,
pocketing, thread, elastic etc. 24
24
 DUTIES OF MERCHANDISER
DURING PRODUCTION:
1.Arrange in line inspection by own QC.
2.Arrange inspection of finished goods considering of
following:
Check style and measurement
Check accessories that are used
Check wash effect
Check wet crocking in case of pigment / raised / denim fabric.
Check for foul smelling (specially for bleach wash)
Check pH value
Arrange test in light box for ozone effect – especially for indigo
denim or Chambray garments. 25
25
 DUTIES OF MERCHANDISER
DURING PRODUCTION:
3.Arrange in line inspection by buyer’s QC
4.Arrange approval of bulk wash
5.Monitor production status & wash status
6.Arrange correct poly/cartons in time
7.Arrange Vessel booking
8.Arrange final audit
9.Make sure to arrange transport of export cartons.

26
26
 DUTIES OF MERCHANDISER
DURING SHIPMENT:
1. Preparation of shipping documents on time, such as –
Commercial Invoice,
Packing List,
Utilization and Declaration certificate by BGMEA.

2. Send shipment samples to buyer right after final audit is

passed
3. Check with forwarder whether goods have arrived at
port on time
4. Send copy documents after shipment
5. Update export recap. 27
27
SOME IMPORTANT INSTRUCTIONS TO BE A
GOOD MERCHANDISER:
1. Tips to be well organized :
 Always try to be a good negotiator with the suppliers
and prices need to be checked with minimum 3-4
parties.
 Keep all records of quotations as reference.
 Make a list of work to do and prioritize them for
action.
 Make a Master file against a program for details
records.
 Use file dividers to keep different information in a
systematic way. 28
28
 SOME IMPORTANT INSTRUCTIONS TO BE A
GOOD MERCHANDISER:
2. Tips for presentation:
 Try to be very good in presentation. It is much more
important because it gives a better impression of the
company to the buyer.
 Review the definite program very well as much as
possible.
 Take an overall good idea about the program.
 Try to be relaxed and do not take any pressure in mind
before presenting.
 Try to be polite in manner during presenting the program.
 And the most important thing is that try to be confident
29
29
 SOME IMPORTANT INSTRUCTIONS TO BE A
GOOD MERCHANDISER:
3. Tips for writing mails:
 Try to present yourself as a dutiful person to this job
within the mail.
 Put date accurately.
 Give a relevant subject regarding topic.
 Be specific about your statement.
 Try to shorten your statement as much as possible.
 Do not start a mail with negative approach – even the
email is regarding negative issue.
 If there is a request from buyer that you can not comply,
submit your message in a different way and try to provide
30
30
 MERCHANDISER CAN ACHIEVE SUCCESS IF
He should be hard worker.
Should be responsible for the job.
Should not be bureaucratic.
Must have knowledge in Computer literacy specially e-mail,
website & Internet browsing, Windows, MS. Word, MS.
Access, MS. Excel & MS. Power Point etc.
Should be Smart.
Should be able to work intelligently.
Should have ability to improve public relation.
Should have well behaved personality.
Should be possessed pleasant behavior to motivate people.
Should have good knowledge on calculation. 31
31
 MERCHANDISER CAN ACHIEVE SUCCESS IF
Should have knowledge about development in
recent activities in this sector.
Should be goal achiever
Should have knowledge about international
marketing. Preference given to those who possess.
Knowledge about production.
Knowledge about Quality.
Knowledge about machines and its operations.

32
32
THANK YOU ALL

33