Chap 4

Fashion marketing
Fashion marketing is the application of a range
of techniques and a business philosophy that
centres upon the customer and potential
customer of clothing and related products and
services in order to meet the long-term goals
of the organization. fashion marketing is
different from many other areas of marketing.
The very nature of fashion, where change is
intrinsic, gives different emphasis to
marketing activities.
3
INTRODUCTION
The Driving & Central force in todays Apparel Business
is Merchandising.
Merchandising :
The Term Merchandising means simply to buy and sell
commodities for a profit.
The promotion of merchandise sales, as by coordinating
production and marketing and developing advertising, display,
and sales strategies.

Apparel Merchandising :
It involves the conceptualization, development,
procurement of raw Material, sourcing and planning of
production and delivery of apparel products to the customer.
Merchandising - involves 6 rights
Right Merchandise
At Right Price
At Right Time
At Right Place
In Right Quantity
With Right Promotion


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
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
Retailing
Retailing is the sell of goods or commodities in
small quantities directly to consumers.
Export House
Industry producing goods directly or
indirectly for buyer situated outside the
country.
Merchandiser
Buyer /
Buying
Agency
Trim
Sourcing
Trim
Sourcing
Sampling
Quality
Cutting
Production
Fabric
Sourcing
Apparel Merchandising

It involves the conceptualization, development,
procurement of raw Material, sourcing ,planning and
coordination between all the departments for
production and delivery of apparel products to the
customer.

Buying houses
Working on behalf on buyer.
Why buyer need buying agency/ houses??
Buyers Not sure about
Suppliers ?
Quality ?
Deliveries ?
Compliance ?

Buying houses functions
Vendor selection
Vendor Development
Product development.
Technical input to vendor
Production and sampling follow up.
Quality Assurance
Complete Documentation.
Vessel Planning