Apparel Merchants Blog

Role of Merchandiser

2011-08-14T19:57:00.000+06:00

Apparel Merchandising is not an easy job. A merchandiser has to have knowledge in everything latest. He/she has to be more conscious about his/her job. Today’s merchandiser must be aware of target market analysis, product development sourcing manufacturing throughout the world, and inventory management has to be under effective and positive control. More knowledge and consciousness on this thing will help a merchandiser to do his/her job more efficient.


Fig: Responsibilities of a Merchandiser.

Responsibilities of a Merchandiser

Ø Market Knowledge: Market knowledge refers to understanding market customers, their needs, wants and aims is essential if a business is to align its processes, products and services to build real customer relationships.

Ø Planning and Controlling: Planning and Controlling is one of the most important jobs of a merchandiser. Here merchandiser has to set objectives of his work and determine how to accomplish his/her work. For this a merchandiser has to be combining here internal and external strategic analysis known as SWOT analysis (Strength, Weakness, Opportunities and Threats) of his/her work and company. And controlling is what a merchandiser has to follow everything is going on according to track of his planning.

Ø Product Development: Product Development means both, modification of exiting product or creation of a new product as per customer’s new demand or new test.

Ø Production Authorized: Giving production order to the factory.

Ø Interfacing with sales and marketing

Ø Material Management

Ø Sourcing

Apparel Supply Chain

2011-08-11T14:21:00.000+06:00


Fig: Apparel Supply Chain

Apparel supply chain is the whole process map of apparel manufacturing. It shows the whole site map of apparel production.

In apparel chain there are four major units.

1. Manufacturer

2. Importer/ Wholesaler

3. Retailer

4. Consumer

After getting of an order, apparel manufacturer contract with fabric manufacturer. Then the first job of a fabric manufacturer is raw material sourcing. Common Raw material (Fiber) use for fabric- Natural Fiber (Cotton, Linen, Wool, Silk), Man-made Fiber (Polyester, Nylon, Rayon, Acrylic, Spandex, etc.)

· Fabric manufacturer collect this fiber from fiber suppliers. Then they start Yarn production/ spinning.

· After spinning starts weaving or knitting of fabric

· Then starts fabric finishing, here dyeing and printing has done

· Then fabric goes to garment manufacturer

· After inspection manufacturer start production of garments according to production plan

· After finishing of sewing it goes to garments finishing

· Then trimming, packing and send to the buyer/importer/wholesaler

· Buyer/importer/wholesaler send garments to their retail shop

· After then garments goes to the ultimate consumer

This is the process of an apparel supply chain. A merchandiser have to go through this supply chain management.

2011-08-11T13:36:00.000+06:00

Fashion Lines

A fashion line is a clothing subsidiary that designs and sells garments according to a specific ethos, often only slightly different than the company's flagship brand. A single designer or creative director will often be in charge of many lines, each presenting a different take on the company or brand's main idea.

· Designers Line: Dona Karan, Calvin Klein

· Bridge Line: Anne Klein, DKNY

· Better/Moderate Line: Jones New York, Gap

· Budget Line: Discount store private label

Retail Fashion Merchandise

This is related to the direct sells. Retail is buying of apparel product and selling them to the ultimate customer for a profit.

Apparel Merchandising

Apparel merchandising terms is more use in manufacturing environment and it involves the conceptualization, developed, procurement, of raw materials, sourcing of production, and delivery of apparel products to the retailers.

Sourcing merchandise

Sourcing merchandise is buying or selling or sourcing of raw material, trims and accessories for production. This is an important job of a merchandiser.

Definitions of Merchandising

2011-08-09T16:52:00.002+06:00

The process of conceptualizing, planning, developing, and presenting product line for identified target markets is called merchandising.

The term merchandising means simply to buy & sell commodities for a profit.

Different Merchandise

Category Killers:

Category killers are big box retail that specialize in a wide variety of product in a few merchandise categories, e.g. Borders, Home Depot, and The Sports Authority

Catalog Retailers:

Catalog Retailers present their merchandise assortment in printed from delivered to customer’s mailboxes. Order may be placed by mail, telephone, or internet and merchandise arrives at the customer’s door in a few days. Victoria’s Secret, Romans’ and LL Bean are example.

Convenience Retailers:

Small stores in neighborhood location carrying a small assortment of regularly used auto accessories, beverage, candy, groceries, magazines, pizza, snack foods, and other items. They are often associated with gasoline pumps and or car washes. E.g. Casey’s General store, Kum & Go and Kwik Trip.

Department store retailers:

Department store retailers are operate relatively large brick and mortar stores offering multiple categories of merchandise usually including apparel for men, women, children, bed and bath textiles and accessories, kitchen equipment, window treatments and home furnishing. Sales associates may be available to assist with merchandise selection. Dillard’s, Macy’s, and Marshall Fields are example.

Internet/Online retailers:

Internet/Online retailers offer merchandise for sale through a computer network. Types include online catalog and online auctions. Customers view the merchandise assortments on a computer and place an order via computer, telephone, or mail. The merchandise arrives at the customer’s door in a few days. Amazon.com is an example.

Manufacturer Outlets:

Manufacturer Outlets offer primarily distressed merchandise last season retailer returns overruns, sales samples, and second quality at less than regular prices. Liz Claiborne, Nike, and Levi Strauss are examples.

Manufacturer owned retailers:

Manufacturer owned retailers offer complete assortments of their own product lines at regular prices. Calvin Klein and Ralph’s Lauren are examples.

Mass Merchandise Store:

Mass merchandise stores are departmentalized retail establishments utilizing much self-service technique to sell merchandise from the following categories; hard goods, apparel, and other soft goods, health and beauty care products and other general merchandise with brood appeal across income range, ethnic groups, and occupations and life styles. Wal-Mart, Target and Shopko are example.

Retail Outlets:

Retail Outlets are operated as clearance center of last season’s and last year’s excess merchandise for the retailer’s department, specialty, catalog, and internet stores. Example includes Spiegel, Saks Fifth Avenue, Lands’ End and J. Crew.

Specialty Boutique:

Specialty Boutique is shop or part of stores that specialize in merchandise that is new and different or where related items from different merchandise categories are gathered together to fulfill special customer requirements.

Specialty Retailers:

Specialty Retailers offer a large selection of a limited line of consumer goods usually with target customers narrowly defined by demographic and/or lifestyle variables. Victoria’s Secret and Brooks Brothers are example of multi-unit specialty chain retailers.

Warehouse/Whole sale club:

Warehouse/Whole sale club are self-service environment where customers pay an annual membership fee of about $35. Primary customer apparel is national brands at low prices. Costco, Sam’s Club and BJ’s Wholesale Club are example.

Merchandising

2011-08-09T16:13:00.001+06:00

As a student of Fashion Merchandising and Production how much I learn about merchandising, any goods/product which is up for sale, purchase or trade is Merchandising. It is the methods, practices, and operations used to promote and sustain certain categories of commercial activity. 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 the 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.

For all of product sector definition of merchandising is same. Is it an electrical product or apparel? Just their working procedures are little bit different depending on product type.

In Bangladesh one of the favorite jobs is apparel merchandising job. Now a day’s competition for merchandising job is going higher.

For a batter merchandising job everyone should know about merchandising. What is it? What are job description / responsibility of a merchandiser? What should know before starting career as a merchandiser?

For knowing those things first job is to know about Types of Merchandising.

Types of Merchandise:

Basic Merchandise:

In a basic merchandising there has no change of product, its deals with necessary and functional product, viz; tube lite, toothpaste, bathing towels etc.

Fashion Merchandise:

Fashion merchandise deals with Aesthetic apparel, where product changes frequently or occasionally. Fashion merchandisers are also known as a Merchandiser or Apparel Merchandiser. Fashion Merchandisers on the apparel production side track and analyze market trends, production costs, and previous sales numbers to determine the product direction that the manufacturers will take each season.