Export Merchandising and Exim Documentation: Akanksha Dayma Assistant Professor
Export Merchandising and Exim Documentation: Akanksha Dayma Assistant Professor
MERCHANDISING
AND EXIM
DOCUMENTATION
Akanksha Dayma
Assistant Professor
INTRODUCTION TO
EXPORT
MERCHANDISING
Meaning & definitions, Export
Merchandising, Concept of Six Rights
in Apparel Export Merchandising
(Right Time, Right Quality, Right
Compliance)
What does
export mean?
Exporting means sending goods and
items from one country to another
country. In the fashion exporting
business, fashion items like apparel,
shoes, home textiles, and fashion
accessories, are manufactured in
one country and shipped to other
countries.
Good Profits
Why Export Some apparel manufacturing companies
made garments for 100% export purposes.
They are known as garment exporters. It is
considered that there are good profits in the
apparel and fashion export business. You may
be aware of Bangladesh which is known in the
world for exporting millions of garments every
year. In India, we also do a lot of exporting of
garments and other fashion items to the USA,
UK, and other European countries.
An exporter is a company that manufactures fashion
Who is an exporter? items and ship those manufactured fashion items
outside of the manufacturing country.
To keep the manufacturing cost low, garments should be made in volume. For that,
manufacturers need to set up big factories. Setting up big factories and running them is
difficult in many countries. So, the easy way to get apparel in bulk quantities at a lower price
is by importing them.
Every country has some special skills of making fashion items. So, fashion designers and
brands or even retailers prefer to import the best and unique products from the counties
where they get them. India is known for exporting high fashion apparel items.
Facilitating developing countries for improving their economic growth and employment by
sourcing millions of garments from developing countries.
Export merchandising is a method of
Merchandise- means offering retail goods for sale in a
goods bought and sold; foreign consumer market.
and trading of goods.
Many large companies across the
country maintain entire divisions
Merchandising- is an devoted to finding ways to better
activity of selling and enter foreign retail markets through
promoting the goods. export merchandising to increase
profit and sustain growth.
Concept of Six Rights in
Apparel Export Merchandising
Right
Place
Right
Price
Right Right
Quantities Manner
Right Product The product range must be merchandise that the customer wants – following current trends or
relevant brands. We expect to go into an Apparel retailer and see the ‘latest look’ for winter
Right Place The location of the product is of prime importance since it decides the accessibility to the customer.
For example you would expect to see a ‘sale’ product on a trestle table near the front entrance
A lot of merchandise is of a seasonal nature and must be on hand when most needed by the
Right Time
customer. Think about going into an electrical retailer on a hot summer day to purchase an air
conditioner only to discover they are out of stock but can offer you many different brands of heaters!
Right Quantity A retailer is always aiming for a profitable balance between the volume of sales and the amount of
inventory in store. This is to make sure that there is always available stock for the customers to buy
(avoiding out of stocks) and the opposite challenge of over stocking which can sometimes lead to
discounting and a loss of profit.
Right Price Having product at the ‘right price’ is a balance between making sure that it is high enough to make a
profit and yet low enough to meet the competition and customers’ expectations.
Right Manner Having Visual Merchandising standards which allow the team in store to deliver a consistent visual
message to the customer. For example, colour blocking of wall units, the use of gondolas, or
handwritten versus printed ticketing.
Players in Apparel Export
Industry
Merchant exporter procures the material from a manufacturer and exports in his firm’s
name. Here merchant exporter procures the order from international market. Merchant
exporter does not have own manufacturing unit or processing factory. Merchant Exporter
can export the excisable goods either directly from the premises of the manufacturer,
with or without sealing of the export consignments, or through his premises under claim
for rebate or under bond.
JYOTI IMPEX
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BUYING HOUSE: The buying house procures garments from the manufacturers and then
exports to foreign countries. The buying house is responsible to place and execute the
order according to buyer recommendation.
A buying house is a media between buyer and manufacturer. It can be a buying agency
or a buying office. Both terms contain different meanings. The buying agency is an
independent buyer’s regional office, from where all kinds of necessary approval have
been given. On the other hand, buying office is that, which works at a time with different
buyers and brands. In this case, all the required approvals are come from the buyer, not
from buying a house.
Merchant Exporter
- Has export license
- No production facilities
- Get order from buyers and get it done from manufacturers
Buying house
- Representative office or branch office of the buyer in the country of production
Normally a buying house has to do the following functions
Merchandising- is an
activity of selling and
promoting the goods.
What are the 5 types of merchandising?
#1 Product Merchandising
#2 Visual Merchandising
#3 Retail Merchandising
#4 Omnichannel merchandising
#5 Digital merchandising
PRODUCT VISUAL RETAIL
MERCHANDISING MERCHANDISING MERCHANDISING
Promotional activities Activities used to display Selling merchandise in a
related to product the product physical store
OMNI-CHANNEL DIGITAL
MERCHANDISING EXPORT
MERCHANDISING
Creating unified customers It includes all activities like MERCHANDISING
experience at all the website promotions, digital A method of offering retail
platform products display, email goods for sale in a foreign
marketing, social media consumer market.
marketing
PRODUCT VISUAL MERCHANDISING
MERCHANDISING A visual merchandising can be defined as
This consists of all promotional activities all activities used to display the product to
related to boosting the sales of a product. highlight its features. The activities used in
visual merchandising can be created by
The definition of product merchandising
making the use of space available, lighting
will remain the same, whether you are
in the store, and using different designing.
selling something online or in-store.
They will check the quality of the products before any purchasing takes place. In case of any problem
regarding the quality of a certain product, the manufacturers will know and rectify immediately. This
improves the delivery promptness, and the manufacturers will produce quality clothes.
Forwarding & Logistic Agents etc.
A freight forwarder, forwarder, or og istics Ltd
1. VRL L
forwarding agent, is a person or
company that organizes shipments for 2. Adani Logistics
individuals or corporations to get goods indra Logistic s
3. Mah
from the manufacturer or producer to a
market, customer or final point of 4. DHL
distribution. BlueDart
5.
6. FedEx
O Logistics In c.
7. XP
12 Steps Involved in the Processing of an Export
Order
1. Having an Export Order
2. Examination and Confirmation of Order
3. Manufacturing or Procuring Goods
4. Clearance from Central Excise
5. Pre-Shipment Inspection
6. Appointment of Clearing and Forwarding Agents
7. Goods to Port of Shipment
8. Port Formalities and Customs Clearance
9. Dispatch of Documents by Forwarding Agent to the Exporter
10. Certificate of Origin
11. Dispatch of Shipment Advice to the Importer
12. Submission of Documents to Bank
1. Having an Export Order
Processing of an export order starts with the
receipt of an export order. An export order,
simply stated, means that there should be an
agreement in the form of a document, between
the exporter and importer before the exporter
actually starts producing or procuring goods
for shipment.
2. Examination and Confirmation of Order
Having received an export order, the exporter should
examine it with reference to the terms and conditions of the
contract. In fact, this is the most crucial stage as all
subsequent actions and reactions depend on the terms and
conditions of the export order.
Under the scheme, large manufacturing and merchant exporters get an interest subsidy of 3% on pre- and post-shipment rupee
credit for the outbound shipment of 416 products (tariff lines). However, manufacturing MSMEs get a 5% subsidy on such
credit to ship out any product.
4. Clearance from Central Excise
The first scheme is to make
payment of the excise duty at
the time of removing the export
consignment from the factory and
The shipping space can be reserved either through the clearing and
forwarding agent or freight broker who works on behalf of the
shipping company or directly from the shipping company. Once the
space is reserved, the shipping company issues a document known as
Shipping Order. This order serves as a proof of space reservation.
8. Port Formalities and
Customs Clearance
The Dock Appraiser, after making examination,
makes ‘Let Export’ endorsement on the duplicate
copy of the Shipping Bill and hands over it to
the Forwarding Agent. All these documents are
presented to the Preventive Officer who puts an
endorsement ‘Let Ship’ on the duplicate copy of
the Shipping Bill. The preventive officer
supervises the loading of cargo on board the
vessel.
9. Dispatch of Documents by
Forwarding Agent to the Exporter
Free on Board (FOB) is a
(CIF) is an international shipment term used to
shipping agreement used indicate whether the seller
when freight is shipped via or the buyer is liable for
sea or waterway. Under goods that are damaged or
CIF, the seller is destroyed during shipping.
responsible for covering "FOB shipping point" or
the costs, insurance, and "FOB origin" means the
freight of the buyer's buyer is at risk once the
shipment while in transit. seller ships the product.
Why export is important
for our country?
MERCHANDISING:
PLANNING AND
PROGRAMMING
03
1. 2. 3. 4.
TNA plan is creating A flawless and Generally, spreadsheet (excel) TNA can be
a time calendar to strictly stick, TNA is used by merchandiser to reviewed and
accomplish whole can prove to be a make TNA, it is like a modified in different
export order from quite aid for the merchandiser work planning meetings like Pre-
starting to closing. manufacturer. sheet. Production meeting,
Pilot Run meeting,
etc.
A detailed and cleared plan with well-defined responsibility is must required in order
to complete each order on time. So with the help of a time and action calendar we
can get the ideal date, time period within which the major activities of an order
should occur.
TNA gives the update of the running order and find out if any problem is there.
Making TNA is just like doing forecasting, which is very useful for the order
execution in future, because of this it makes merchandiser more pro-active in work.
It helps to identify the delay time of different departments of garment industry, and
identify the current status of the product.
When it come to handle two or more project at a time, it may create confusion for
merchandiser but having a well structured Time and Action plan for each order can
reduces the confusion of multiple running order.
1. SAMPLING
Sampling is the first and most
WHAT ARE THE critical task and hence need to
plan in TNA
KEY
PROCESSES OF 2. FABRIC AND TRIM
SOURCING
3. PRODUCTION
The most important part of
any TNA is actual production.
Size-set sample
Proto sample
SAMPLING
GPT sample
Top of production
Salesman sample sample
07
Depending upon buyers enquiry date the submission of proto
Proto sample is done. Any lag in proto submission or approval will
Sample disturb order conformation date, which will subsequently affect
the submission of fabric development, fit sample and
subsequent process, as without proto approval it’s impossible
to proceed further.
Size Set These samples are prepared and approved for size set by buyer.
Once the size set approval is done then bulk fabric for
Sample production should be cut in order, so that if any changes is
made by buyer can be accommodated in bulk production. So,
any delay in this sample will directly affect PCD and
subsequently affect the shipment date.
PCD stands for Planned Cut Date. The date at which the bulk fabric cutting is planned to start.
GPT While preparing the TNA, merchandiser must aware that test
results of this sample should get approved from buyer in
Sample advance of PP meeting. For approval of GPT Generally 20 days
are kept in TNA for approval of GPT to deal with any delay in
the process. Generally this sample is sent to either third party
inspection or in-house testing lab.
Once production starts the initial few pieces which come out of
TOP line (TOP sample) need to submit to buyer. If by chance the
Sample samples get rejected by buyer then production end date is going
to be delayed. This will directly affects the shipment date.
2. Fabric and trim sourcing
Fabric Performance
Raw material
inspection
INSPECTION
It is the process of visual
identification of defects or
Online or In-
process non-conformity or other
inspection quality parameter which can
be seen or identified by the
Final inspection
eyes.
It is done for the raw materials which
are used in the apparel production like
Raw material
fabric, sewing thread, button and other
inspection
accessories etc. It is also termed as
‘incoming material inspection’.
The test is required to know the It’s required to figure out the
content or ingredient of provided weight of fabric.
fabric. Following info is required GSM (We usually count
during this test method. GSM for knitted fabrics; it
Single Fiber (A fiber contains means Grams per Square
one ingredient only) Meter).
Blended Fiber (A fiber consists Oz (We usually use it for
of more than one ingredient) woven fabrics; it means
Ounce per Square Yards).
Tests for General Fabric Information
The test is required to know the It’s required to figure out the
content or ingredient of provided weight of fabric.
fabric. Following info is required GSM (We usually count
during this test method. GSM for knitted fabrics; it
Single Fiber (A fiber contains means Grams per Square
one ingredient only) Meter).
Blended Fiber (A fiber consists Oz (We usually use it for
of more than one ingredient) woven fabrics; it means
Ounce per Square Yards).
Color Fastness to Washing (used to measure color bleeding or
fading after wash)
Color Fastness to Dry Cleaning (used to measure color
bleeding or fading after dry cleaning)
Color Fastness to Ironing (used to measure color bleeding or
fading after ironing)
Color Fastness to Water (used to measure color bleeding or
fading into water)
Color Fastness to Rubbing (used to measure color bleeding or
fading after rubbing)
Color Fastness to Perspiration (used to measure color bleeding
or fading into perspiration)
Color Fastness to Light (used to measure color bleeding or
fading into light)
Color Fastness to Chlorine Bleach (used to measure color
bleeding or fading while chlorine bleaching)
Tensile strength (used to realize the tensility of fabric)
Tearing strength (used to realize the tearing strength of fabric)
Bursting Strength (used to realize the bursting strength of
fabric)
Pilling resistance (used to realize the pilling resistance of
fabric)
Abrasion resistance (used to realize the abrasion resistance of
fabric)
DS to Washing (shrinkage) (needs for checking measurements
of garment after washing)
DS to Dry Cleaning (needs to check measurements of garment
after dry cleaning)
Spirality / Skew / Torque (requires to check twisted
deformation of garments after dry cleaning & washing)
Garments Appearance after Washing / Dry Cleaning (requires
to check shape of garments after wash)
AQL
Acceptance Quality Level (AQL) refers to
the maximum number of defective items
that could be considered accepted during
the random sampling of and inspection.
The defects that are found during
inspection are classified into 3 categories:
Sample size Code letter: This code is indicative a range of batch size.
Sample size: It means that how many pieces will be picked up for inspection from the
total offered pieces (Batch).
Ac (Accepted): The number in this column denotes that if the inspector finds up to
that many defective pieces the shipment will be accepted by buyer.
Re (Rejected): On the other hand number in this column denotes that if the inspector
finds that much defective pieces or more than the listed number, the shipment will be
rejected (or asked to the manufacturer for 100% inspection and re-offer for final
inspection) by buyer.
AQL Requirements Based on the Products:
There are three types of sampling plans: i.e. single, double and multiple sampling plans.
Each sampling plan can be performed at three levels, i.e. normal, tightened and reduced,
depending on inspection requirements and quality of the products. The apparel industry
mainly uses single sampling plans for the acceptance decisions.
A permit to ship defective goods to the tune of agreed AQL level: AQL 4.0 does not
mean that supplier has a right to send up to 4% defective merchandise to customer
/buyer.
A guarantee that all shipments passed as per AQL plan will definitely contain lower
percent defective than the specified AQL. There is also no guarantee that lots with
higher percentage defective will not pass on AQL inspection.
ZONE A
Areas of the garment that will draw
attention: front, center of back, upper
side of sleeve, upper side of collar.
Appearance
Zones of the
garment
ZONE B
Areas of the garment that will not draw
attention: sides under arm/sleeve, under
sleeve, under collar, inner legs, inner collar and
lining.
Type of Defects 4 MINOR DEFECTS -> 1 MAJOR DEFECT
I E
N T
G
GARMENT COSTING METHODS AND
TECHNIQUES
Fabric type
Trims and notions
Labels and packaging
The cost of making
Shipping and logistics
Profit of the manufacturing organization
Other expenses
Fabric is generally the most significant factor in the costing of a garment.
Fabric accounts for 60 to 70% of the total cost of basic-styled garments.
Custom Act
Central Excise Act
EOU- Export Oriented Unit
SEZ- Special Economic Zone
FTZ- Free-Trade Zone
EHTP- Electronics Hardware Technology Park
STP- Software Technology Parks
The Foreign Trade Policy (FTP) was introduced by the
Government to grow the Indian export of goods and
services, generating employment and increasing value
addition in the country. The Government, through the
implementation of the policy, seeks to develop the
manufacturing and service sectors.
-1962
Custom Duty is an indirect tax, imposed under the Customs Act formulated in
1962.
Customs Act, 1962 just like any other tax law is primarily for the levy and
collection of duties but at the same time it has the other and equally important
purposes such as:
There are different rates for different goods. But the general basic rate is 10%.
CENTRAL EXCISE ACT
SOURCE: HTTPS://WWW.DRIPCAPITAL.COM/RESOURCES/BLOG/EXPORT-ORIENTED-UNITS
IMPORTANT FACTS TO REMEMBER WHILE SETTING
UP AN EOU