TXL 576/582: TEXTILE & APPAREL

MERCHANDISING/ FASHION
MERCHANDISING

CHAPTER 1:
Nature of Textile &
Apparel Merchandising

Nature of Textile & Apparel

Merchandising

Merchandising Division

Personal Qualifications
& Skills

DR.NOR DALILA NOR AFFANDI

FLOW CHART OF TEXTILE AND APPAREL BUSINESS

TEXTILE AND APPAREL PRODUCTS

MERCHANDISING
Process of obtaining, managing, pricing and developing merchandise
to meet the company’s marketing and financial objectives

MARKETING
Promotion strategies to attract customers to buy merchandise

RETAILING
Business activity of selling goods or services to the final customers

CUSTOMERS/CONSUMERS
People who bought the products and use them
Right time (forecasting) Right people (right
customer target)

STRATEGY OF
MERCHANDISING

Right merchandise Right place

(depending on trends, (appropriate located
culture, weather etc) area)
 STAGES OF MERCHANDISING
STAGE 1 : Planning

STAGE 2 : Sourcing

STAGE 3 : Buying

STAGE 4 : Arranging and Displays

STAGE 5 : Space management

 Planning

• Merchandise characteristics such as

design, colour, size etc
• Replenishment (res-stock) and stock
rotation
• Pricing
• Merchandise budgets
 Sourcing
(where to get the products?)

 Identify suitable supplier

 Affordable price offered by supplier
 Provide shipping service
 Buying

Buying of products must considered the

followings selling periods,
i) Starts of selling period
ii)End of selling period
iii)Number of peak (high sale point)
iv) Weeks that peak occur (of the year)
 Arrangement and
Displays
 Effective use of displays
 colours
 arrangements
 group merchandise
 shelves, fixtures etc
 Store design
 Space management

 Planning the merchandise layout

MERCHANDISING DIVISION
General merchandise manager
Fashion Coordinator

Comparison shopper

Divisional merchandise manager Divisional merchandise manager

Buyer Buyer Buyer

Assistant Buyer
 GENERAL MERCHANDISE
MANAGER
 Set merchandising policies for the entire
store

 Responsible for sales volumes

 Delegates merchandising responsibilities to

a number of divisional merchandise
managers who are in charge of several
divisions ; women’s wear, swimwear, men's
wear etc.
 FASHION COORDINATOR
 To guide buyers about trends and
appropriateness of merchandise

 Helps with displays, prepare and participate

in fashion show, opinion on the most
suitable merchandise for advertising

 Needs to be familiar with the dynamics of

fashion, its history and always alert with
current fashion
 COMPARISON SHOPPERS
 Reporting competitor activities and
merchandise

 Conducting survey and make comparison

on price, services, stock assortment
between own store and competing stores

 Brings in new, different merchandise

spotted in other stores
 DIVISIONAL MERCHANDISE
MANAGERS
 In charge of a group of departments. eg;
men’s wear, ladies’s wear etc

Supervises activities of buyers

 BUYER
 Select a proper merchandise for the store

 Purchasing merchandise in accordance with

the approved buying plan and building good
relationship with suppliers

 Providing the merchandise information; new

styles, new colour, new materials
 ASSISTANT BUYER
 Advise and recommend to the buyer the
purchase of merchandise that belongs in the line –
styles, colours, sizes etc

 Other responsibilities including:

i. Stock and inventory control
ii. Sales promotion
iii.Operation matters regarding wrapping/
purchase exchanges, adjustments and
returns.
 Education

Product discussion
Dedication

Personal
Enthusiasm Qualifications
Leadership
&
Flexibility Skills for Apperance
Merchandiser
and Buyer

Ability to communicate Analytical Excellence

Good reasoning power