MERCHANDISING

Apparel Manufacturing: Sewn Product Analysis, 4/E By Ruth E., Glock Grace I Kunz

Mechandising
Introduction. Dimensions of product change. Nature and timing of merchandising responsibilities
Line planning Line development Product development Line presentation

INTRODUCTION
Merchandising and Marketing Often both terms are used interchangably

Apparel Merchandising
The performance of all activities to supply the apparel needs and wants of potential customers at time and place needed, in right qualities and quantities and a Fashion merchandising refers to the planning required to have the right fashion oriented merchandise at the right time in the right quantities and at the right prices for the target groups of customers prices that are satisfactory to them.

Terms in Merchandising
Manufacturer Merchandiser Retail Merchandiser Merchandising Cycle Merchandising Calendar Selling Period
Product Line Merchandise Mix Assortment Design Style Lead Time Merchandisable group Separates, coordinates, multispecie style

Dimensions of product change

Perceptual Map of product Change Fashion/Seasonal Continuum Basic / Seasonal Continuum Fashion/ Basic Continuum Basic / Basic Continuum Uses of perceptual map

Perceptual Map

Nature and timing of merchandising responsibilities Merchandising Taxonomy

Line planning defines and limits a line Line development identify merchandise that implements a line plan Line presentation This results in evaluation and sale of the product offering

Line Planning
Evaluate Merchandise Mix Forecast Merchandise offerings Plan Merchandise budgets Analyze and Update Merchandise Plans

Line Planning
Evaluate Merchandise Mix
Past sales analysis category wise, class, subclass wise Brainstorming sessions Planning Merchandise budgets

Planning Merchandise Budget

Sunder Textiles, an apparel manufacturer produces teenagers garments at good value. Size ranges offered includes school students, boys and girls. Their last year annual sale was Rs.2,50,00,000. This year they expect a 10% increase in sales. The major categories offered and their merchandise mix is as follows: Womens dressy tops (60% of sales), T-shirts (30% of sales) and embroidered kurtha (10% of sales). Girls tops are 55% of tops sales. The merchandising cycle is divided into four selling periods for girls tops. The selling periods are approximately equal in length, about 10 weeks each in the 52-week merchandising cycle. The distribution of sales for girl's tops for the last was as follows: spring (15 %), summer (10 %) winter (60%) and autumn (15 %). The average list price for tops is Rs.200 and a wholesale price of Rs.100. Sunder textiles plans a 25% gross margin on wholesale. Plan the merchandise budget for Sunder Textiles for girls tops for summer season this year along with calculation for each component

Calculate
Total Planned Sales next year Womens dressy tops sales, T-shirts sales embroidered kurtha sales Discounts and reductions Gross margin No of units Season wise sales

Line Planning
Planning Merchandise Assortment Analuse and update merchnadise plan Using Assortment plans

Line Development
Line Concept Creative Design Line Adoption Technical Design

Line Development
Line Concept
Synthesize current trends and issues Describe fasion trends Establish line direction Descibe materials Identify group concepts Analyse current line

Line Adoption
Determine styles in line Assign style/size/colour Balance Assortments Produce photo/sales/catalog samples Perfect styling and fit Test materials Develop style sample Detailed costing Grade samples

Technical Design

Creative Design
Develop Designs Create design prototypes Review prototypes Review prototypes Revise patters until perfect

Line Presentation
Internal Review for Adoption Line concept Image strategy Groups and designs Pricing strategy Visual merchandising Retail Types of outlet- speciality, department, discount, off price, manufacturer outlet, television, internet Power of appeal display space, fiztures, lighting, signage, label, ticket, pricing strategy, customer service, inventory mngt

Line Presentation - wholesale

Line Preview Line concept Image strategy Assortment strategy Style appeal Marketing strategy Pricing strategy Visual merchandising Line/Style release Fashion shows Wholesale markets Sales reps Trunk shows

Customer service