Fashion Retailing is a Tool of Fashion Merchandising
R.S. Balakumar
Associate Professor
Dept of Fashion Design & Arts
Hindustan University, Chennai, India
Email: rsbalakumar1953@gmail.com
Fashion Retailing
Fashion Retailing is the link or a bridge between the fashionable product manufacturer and the consumer. Fashion Retailers may buy fashion merchandise from various manufactures (Vendors) directly import merchandises from all over the country their own brands. Fashion retailers must constantly be aware of customer’s desires. They must notice changes in people’s living patterns and tastes. Retailers must show to put together and accessories an outfit. Students are studying UG/PG level in fashion design, apparel tech or garment manufacturing, fashion merchandising have enough chance to choose the fashion retailing as their career options to become the stores merchandisers, store in-charge, and store manager with expected emoluments/salary, by gaining wide knowledge and experience to become the successful entrepreneur.
They sell these merchandise consumers in their stores, by catalogue, or through the internet or television. Real success in the Fashion Business in lastly achieved at the retail level by consumer acceptance measured in purchase.
There are various tailors go into the making of a successful retail store:
- Skillful management.
- Well – planned and executed logistics
- A convenient location
- A pleasant atmosphere
- Efficient sourcing
- Exciting and appropriate stock
- Helpful sales people
- Buyers with an understanding of customer needs
- Continues customer’s service.
Most important, a retailer requires a unique vision and to carry out this vision more effectively. This is more often; success also lies more in sheer scale than in superior merchandising vision or innovation.
In small stores, a few people carryout all buying and selling functions with freelance or agency help from outside. The buying line works behind the scares; the store line interfaces with customers on a daily basis. The goal of both is to sell merchandise at a profit. The main responsibility of the store line is operational.
- To coordinating receiving an and the movement of goods and people within the store.
- To train sales associates.
- To provide customer services
- To control expenses
- To maintain building
- To maintain security
Above all, store line executives must work together with merchandise managers, buyers, and sales associates to produce positive sales results. Everything and everyone involved in the operation of the store must be organized to achieve this goal.
The director of stores, who heads the store line, supervises individual store managers in multiple – unit organizations. Store managers are responsible for sales, employees, merchandising, and the general success of the store. They, in turn, usually delegate responsibilities to group sales managers, floor managers, or area managers, who supervise department managers.
Department managers and their assistants run the department, communicate and distribute information about merchandise to and from management and buyers, put out stock, mark retailing people there are more opportunities as manage. It is also very important for buyers to have the experience of working with customers in the store line. Many retail training programs require trainees to have store-line experience to gain a better understanding or customer satisfaction.
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Fashion Retailers are always trying to cope by meeting consumer needs with value, service, Entertainment, unique merchandising, and global expansion. There is a renewed interest in inner-city retailing, and malls are diversifying and renovating to stay in Business.
Retail operations include specialty stores, Department stores, Mass merchants, and mail-order and Electronic Retailers. There are both single – and multiple unit stores, some growing into large chains, store functions include marketing, merchandising, store operations, Finance etc. In small stores, more jobs are handled only a few people. In large stores each function is directed by different executive.
To maintain a competitive position, A retailer must be focused on the needs of its target customer. To appeal to this customer, the store must have a unique yet appropriate image carried out in its merchandise, marketing, and services.
Buyers make plans for advertising, including direct – mail and electronic retailing, visual merchandising, and special events Advertising. Buyers request ads on the basis of their merchandise plans and negotiate with venders for co-op money. They help determine the kind of ad and type of media. They must provide merchandise and complete information about it to the advertising copy writer and check the ad copy for accuracy. They must then make sure that the merchandise has been delivered and is on the selling floor when the ad runs.
Visual-merchandising: Buyers may also request and in store displays for particular merchandise. They must also sure that a good selection of that merchandise is on the floor for possible customer purchase.
Special Events: Buyers may initiate special events and fashion shows: For example, the buyer of a designer collection might arrange with the fashion office for a designer to make a personal appearance to introduce a new collection.
To evaluate marketing strategies, buyers compare sales statistics before and after the add, presentation, or event. They try to determine whether these strategies were successful in promoting sales.
Customer service has become very important, as have sales training and incentives. Customer acceptance in terms of sales is the basis for success and profitability in Fashion retailing. Fashion retailers face a constant challenge to serve the public more efficiently and effectively to ensure continued growth and development.
Fashion retail stores must always have the considerable amount in each species product. Many branded goods with price variations are likely to enhance the salability. Fashion not only means the garments but also necessary accessories like, belts, ties for men, scarves, sandals, shoes, jewelries (imitations & antiques), perfumes, cosmetology- products, bangles, foundation wear, sport/active wear for men and women to be stored separately to attract all age group customers visiting to the stores to increasing their buying motives instantly. Attractive discounts, Buy one take one offer, seasonal offer, festival offer, clearance sale, will increase the customers visiting to the stores and buy their needy requirements.
Promotion is indirect, or non – personal, selling. It is aimed at a large audience. It tries to catch the public’s eye by appealing the needs and desires of people. The purpose of fashion promotion is to make people interested in particular apparel and fashion products so they will want to buy them. Promoters want people to feel as if they “have to have’’ the latest products.
Fashion promotion includes advertising, publicity, visual merchandising, and video merchandising. Advertising is a paid promotional message by an identified sponsor. Publicity is free promotion. It includes any non- paid messages to the public about a company’s merchandise, activities, or services. Visual merchandising is presenting goods in attractive and understandable manner. The way goods are placed on view can be a key to achieving high sales. Displays and exhibits are ways that clothing items are visually promoted. Video merchandising is a promotional tool that is become so popular, Retailers count on its entertainment value to build traffic in their stores.
Fashion retailing ultimate aim is to satisfy their customers and run the business more profitably forever.
References:
- Fashion Book – Mary G. Wolfe.
- Fashion Retailing Book – Mike Essay.
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