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1. INTRODUCTION:
Merchandiser is the BRIDGE between the industry and the buyer. He have to look after
every job like buying the raw material which is required to finish the product, making the
garment, finishing the garment, documentation, finally shipping. He is the responsible
person to make the product. A garment export unit generally has many department like
stores, cutting, production, packing, checking etc. in which Merchandising
department a linking device of all. The job of a merchandiser is to co ordinate with the
entire department in the office as well as the customers. The merchandiser is the one
who creates a good relationship in between exporter & buyer.
Apparel Industry
Merchandising is a specialized management functions within the fashion industry. It is
the business that moves the world fashion from designers showroom to retail sales floor
and in to the hands of consumers. It is the internal planning that takes place within a
retail organization in order ensures adequate amount of merchandise are on hand to be
sold at prices that the consumers are willing to pay to ensure a profitable operation.
Following are the responsibilities of merchandisers which gives importance to
them;
Internal & externalCOMMUNICATION ,
Sampling,
Lab dips,
Following shipment.
3. TYPES OF MERCHANDISERS:
Types of Merchandiser
merchandiser should have the comprehensive knowledge of his work procedures and
responsibilities so that he could perform his job efficiently and effectively. In the apparel
export industry, a merchandiser has to perform the following functions;
COMMUNICATION It is one of the foremost functions of merchandiser because the
merchandiser has to communicate with different levels of people in his day to day
activities.
Planning & Programming: A merchandiser has to check the order requirement,
planning for the given order, programming for various activities, proper allocation of
work to the assistants.
Follow ups: It includes sending of samples at various stages of order, buyer and buyer
house for sample and other approvals.
Decision making: A merchandiser has to make several decisions during the order
processing like giving approvals like fabrics, color, design, accessories, and
packing, selection ofSUPPLIERS and vendors, selection of buyers, sometimes time
extensions for order shipment.
Sourcing & Purchasing: A merchandiser may have to do sourcing and purchasing for
raw materials and accessories,SUPPLIERS and vendors, new designs, new buyers.
Controlling: This is the crucial activities for any merchandiser. A merchandiser has to
make sure that all the activities are carried out as per the planning and even if there is
any deviation, he/she should make the alternatives measures.
Coordination: Merchandiser has to coordinate in such way to reduce the uncertainties
and difficulties and if there is a problem arises, the merchandiser has to support and
lend helping hand in order to complete the task successfully in the given period. Both
the controlling and coordinating activities complement each other and a merchandiser
has to adopt the both accordingly,
Negotiation: It is the activity of convincing, compromising and cooperation which would
benefit the both parties involved in the negotiation.
Costing: It is the process of estimating the expenditure of a given product and the
subsequent price. It is another crucial function because mostly order conformation
depends on the price offered to the buyers. The merchandiser should know the current
prices and rates of various products and processes to do the accurate costing.
Meeting: There are two types of meeting a merchandiser has to be involved. First type,
a merchandiser has to conduct the meeting with the concern department in charges to
discuss about the proceedings and the status of the running order. In second type, a
merchandiser has to attend the meeting with the superiors or buyers or business people
in giving reporting or participation or discussion.
Forecasting: Forecasting is the activity of predicting the future happenings or
problems. A merchandiser has to predict the future uncertainties in the current order or
industry so that alternative actions or corrective measures can be taken in advance this
also includes giving suggestion or ideas about new technologies or new products or
latest industry trends.
ORGANISATION STRUCTURE OF A
RETAIL ORGANIZATION:
Fig 4
2. Selecting a fashion image: Every retail store has a retail image in the mind of
customer irrelevant of the store want to have it or not. A retail merchandiser should
make use of this fact by creating his own stores image which would attract the
customers. The type of fashion image they want to have depends on the type of target
customer the store want to attract.
3. Buying the merchandise: Buying fashion merchandise for a retail store is not an
easy job. It requires a lot of planning for budget, selection of merchandise, selection
ofSUPPLIER s. Also it is important to decide on the quality of the goods to be ordered.
4. Receiving and stocking the merchandise: When the ordered goods arrive at the
stores, it should be checked carefully for the quantities against the shipping invoice or
packing list sent by the supplier. The quantity of the goods received should be checked
before they are sent for display or for selling. After the goods are received and checked,
then it should be marked or tagged and kept in stock for sales.
5. Display: The way in the merchandise is displayed is very important for sales. Good
display always enhances the sales of the store and a poor display may slow the sale of
good merchandise. The stores image is based on the principle of use of space for
display.
6. Sales promotion: Sales promotion is very much important to the successful sale of
merchandise. Sales promotion refers to promotion of sale of merchandise, services or
ideas. It includes activities like advertising, publicity, visual displays, fashion shows,
special events, personal selling etc.
7. Sales evaluation: Once the selling season is over, the next thing a store has to do is
evaluate the sales of the season. This include analyzing the sales by product wise, style
wise, size and color wise, unsold items, fast sold goods, price line wise etc.
VISUAL MERCHANDISER:
Every customer wants to see the product before they do purchase. A store has to
display the products what it has for sales. And the display should be done in away
so that it should attract the customer. Visual merchandising is an art of displaying the
things in an attractive way so that it could attract the attention of the customer and
persuade them to buy the product. Visual statements made in the store windows are the
customers first view with the store.
Function of a Visual merchandiser as follows;
Planning a merchandise themes,
Making the seasonal calendar of VM display,
MODERN RETAILING:
The modern retailing in India is at the blooming stage with currently accounting to 5% in
the total retailMARKET in India. Organized retailing is growing at the rate of 27% and
by 2015 it is estimated that organized retailing would be US$ 110 billion, around 20% of
the total retail market. The apparel and clothing industry being positioned at the first
place and also the spending on apparel and clothing among the customers are getting
increased, it is very important to study the changing behavior of customers.
Fig 6
4.3. Experience:
Aside from working in clothing retail stores, interested fashion merchandisers are
advised to take college courses to further their eye for fashion and to combine that
aspect with astute business knowledge. People who wish to advance at a rapid pace
should have a good grasp of the fashion as well as business side of merchandising.
Typical classes offered to a potential fashion merchandiser include the history of
fashion, business-oriented courses and consumer research studies. To obtain an
executive position, those interested will have a much better chance of getting hired with
a master's degree in business combined with a fashion-based curriculum.
5. CONCLUSION:
On this paper we have conclude that the merchandising is a growing up as well as
important department for the garment industry. It has very good scope in present as well
as in future& also has greater opportunities.
6. REFERENCES:
Books:
1. FASHION- from concept to CONSUMER 4TH edition by Gini Steplens Frings
2. QUALITY CHARATURUSATION OF APPAREL by dr. subrata das
3. THE APPAREL INDUSTRY- second edition by Richard M. tones
4. FASHION TECHNOLOGY- today & tomorrow by nirupaman pundir
5. FASHION RETAILING- a multi-channel approach by ellen diamond
WEB PAGES:
1. www.fibre2fashion.com
2. www.Simplyhired.com