MERCHANDISING

By :

1. Endah Putri Amelia (14030003)

2. Vitna Puji Lestari (14030006)

What is merchandising?

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. People who are involved in the process called
merchandiser.
Merchandiser
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, and the last is 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 Depertment a linking

device of all. The job of a merchandiser is to coordinate with the

entire department in the office as well as the customers.

Responsibilities of a
merchandiser
 Internal & external communication,

 Sampling,

 Lab dips,

 Accessories & trims,

 Preparing internal order sheets,

 Preparing purchase orders,

 Advising and assisting production,

 Advising quality department about quality level,

 Mediating production and quality departments,

 Giving shipping instructions and following shipping,

 Helping documentation department,

 Taking responsibility for inspections and

 Following shipment.
why marchandising
department so important?
Dramatic growth,

Complicated raw material & process,

Complex network,

Advent of new styles,

Reduced Product Life Cycle,

Textile innovations,

Computer applications,

Global transition
TYPES OF MERCHANDISERS
FASHION MERCHANDISER
Fashion merchandising involves all the activities starting from the

fashion forecasting, design and product development till to retail sales

and this also include production merchandising and retail merchandising.

This will be taken care by the buyer’s part. Fashion merchandise includes

items of retail merchandise which have decorative value.

Fashion merchandising refers to all the planning and activities

involved in bringing the right fashion merchandising at the

right place at the right time with right quantity at the

right price and with right sales promotion. if The fashion

apparel world exists between the designer and the retail customer so The

field of fashion merchandising exists to service the designer –customer

relationship.
Process flow of fashion
merchandiser
Fashion Forecasting
It shows or directing the company's new
fashion presentation for the upcoming
season, so as to understand new concepts
and approaches and strategics to retail stores
and their customers. Generally fashion
predictions made by the direction mode in
the case of large organizations and with
ownerself in the case of small organizations.
Design development
The design is developed based on themes using the

elements of design such as 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

current trends & also feasible to convert into the finished

product. Design development is mainly done on the

requirement of number of lines and groups that are going

to be offered by the company for the particular season.

Sample development

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
APPAREL EXPORT
MERCHANDISING
Apparel export merchandising may be defined as ‘all the
planning & activities involved right from the buyer
communication & order receiving till the execution or
shipment of the order by fulfilling the following factors (Six
Rights):
• Right Marchandise
• Right Place
• Right Time
• Right Quantity
• Right Price
• Right Promotion
Process flow in Apparel
industries
Marchandiser
Function
in
Apparel Export
Industry
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
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.
APPAREL RETAIL
MERCHANDISER
Retail merchandising involves all the activities related to

direct selling of products or services to the ultimate

consumers or users of the product for personal, non-business

purpose. Retail merchandiser sells products in less quantities

and they act as an inter mediator between the ultimate

consumers and wholesalers. A retailer is both a marketer and

a customer and he creates place, time and facilities to sell the

goods. It is difficult, time consuming and expensive, hence

the retailer takes risks through ownership. 

Functions of a retail
merchandiser
 provide personal services to all consumers.

 give two way information; from producer to consumer and vice

versa.

 facilitate standardization and grading of goods.

 undertake physical movement and storage of goods.

 assemble goods from different suppliers and wholesalers.

 keep ready stock of goods to supply to consumers.

 extend credit facilities to the consumers.

 create demand by presenting window display, events etc.

 also undertake sales promotional activities.

 assume risk by stocking and providing goods to the consumers.

Apparel Retail Merchandising
Process
 Job Desc as a
RETAIL
MERCHANDISER
Analyzing the local
customers
A retailer must consider these factors,
The geographical location of the store,
The population content of the area,
The social activities that the area offers,
The economical conditions and level of the
local population,
The fashion influences of the particular
population.
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.
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
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.
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.
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.
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

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.
Function Of Visual
Merchandising
Planning a merchandise themes,
Making the seasonal calendar of VM display,
Selection of merchandise for display,
Decisions on where to display and number of VM displays,
Arranging the VM display in concept with the supplier
concepts,
Procuring and arranging of VM elements,
Evaluation of the VM effects foe future planning,
Comparison study of VM display of competitors, Forecasting.
SCOPE OF MERCHANDISER
IN
FASHION INDUSTRY
Educational Requirements of
Merchandiser

A degree in fashion merchandising is usually an

intricate blend of Textile, fashion and business. Many

traditional colleges and universities, as well as art

schools, offer targeted textile, fashion merchandising

degree programs. Some individuals may prefer to

specialize in specific areas of textile, fashion

merchandising, like marketing or buying, while others

may prefer to do it all. Some retail stores also offer

special fashion merchandising training programs in lieu

of a degree.
Salary Information of
Merchandiser

Salary of local merchandiser is in range of 20,000-40,000

Rs. The average salary for fashion merchandiser,
according to Simplyhired.com, is $47,000. First-time
retail workers make from $7 to $11 an hour. As a person
goes on to become a manager, the salary will increase to
about $16 per hour, as of 2009. Shipping, purchasing and
fashion distribution workers will pull in an annual salary
of $25,000 to $60,000. Those working for top-level
fashion stores will take home from $70,000 to $100,000.
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.
CONCLUSION

From this matery 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.
THANK YOU