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Role of Merchandiser in Apparel Industry
ROLE OF MERCHANDISER IN GARMENT INDUSTRY Select a Category to View
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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.
Sampling,
Lab dips,
Following shipment.
needs. It got its further momentum when the market concept which give more impotence to the Printing | Warp Printing | Resist Printing |
Photographic Printing | Pigment Printing |
customer needs, emerged in the industry.
Blotch Printing | Burn-Out Printing | Direct
Printing | Discharge Printing | Duplex Printing
3
The period between 1960 and the early 2000 saw dramatic changes in the structure, focus and content
of apparel companies particularly in U.S. During 1970’s there was a remarkable growth surge to the
apparel industry which continued trough the 1980 and 1990. United States played a major role in the
evaluation of merchandising in apparel industry.
1. Dramatic growth,
2. Complicated raw material & process,
3. Complex network, Important Categories
4. Advent of new styles,
5. Reduced Product Life Cycle,
Accessories Advanced Dyeing
6. Textile innovations,
Automation Bleaching
To achieve this level of different control while developing, executing and delivering a product line that Circular Knitting Clothing Color
meet the rapidly changing needs of target market, it requires a very special management professional Color Fastness Combing Computer
which considered being a “Merchandising profession”.
Costing
Experiment Fabric
Fabric Manufacturing
Merchandising Microfiber
Nanotechnology
Pretreatment Printing
Report
Research Ring Frame Rotor Spinning
Safety Textile
Design development: The design is developed based on themes using the element s of design such as Technical textile Testing M/C
color, texture, line, shape and fabrication and adopting the principle of fashion such as proportion,
balance, rhythm, emphasis and harmony. The design development should be practical which suits the
Textile News Textile Terms
Thesis
current trends & also feasible to convert into the finished product. Design development is mainly done Thread TTQC Twist Undergarment
on the requirement of number of lines and groups that are going to be offered by the company for the
Uster M/C Vat Dye
particular season.
Warp Knitting Warping Washing
Sample development: The collection of design created by the designers, the design which are having
good potential are selected and taken for sample development.
Product specification: this information of will be useful in setting the product specification for the
particular garment. A product specification will guide the production department to develop and plan
their merchandising and production planning and organize the thing for effective and efficient
production of the merchandise.
Merchandising plan or policy: a fashion merchandising plan or policy is a long –range standard for
fashion buying and selling as well as for related activities like sales promotion. Merchandising plans are
planned several months before the selling season.
Assortment planning: A merchandise assortment is a collection of various types, quantities and price
of related merchandise usually grouped under one classification within a department. A good
assortment keeping will appeal a particular group of customers.
Buying: It is a very crucial activity of the fashion merchandising because this is the actual process of
manufacturing the good and bringing them for the sales at retail stores. A buyer’s responsibilities
include both the buying and selling aspects of retailing.
Right Merchandise: Retailers must fill their shelves with the merchandise that customer wants.
Right Place: The location of the merchandise is of prime importance since it decides the accessibility.
Much merchandise is seasonal in nature and must be on hand when it is most needed.
Right Time: Much merchandise is seasonal in nature and must be on hand when it is most needed.
Right Quantity: A profitable balance between volume of sales and amount of inventory is the desired
goal.
Right Price: Merchandiser must arrive at a price that is high enough to give the store profit and yet low
enough to meet the competition and customers expectations.
Right Promotion: Right balance between the investment and the appeal created for the customers.
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 of suppliers 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.
They give two way information; from producer to consumer and vice versa.
Modern day retail formats can be classified in to hypermarkets, supermarkets, discount stores
convenience stores, department stores, specialty stores, e-tailing and malls.
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
store’s 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 of supplier’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 store’s
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 customer’s first view with the store.
MODERN RETAILING:
The modern retailing in India is at the blooming stage with currently accounting to 5% in the total retail
market 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 Retail market segment in India
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:
WEB PAGES:
1. www.fibre2fashion.com
2. www.Simplyhired.com
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