FASHION MERCHANDISING
Fashion merchandising is the promotion of apparel sales and involves all of the
tasks necessary to deliver the clothing requests and meet the needs of potential
customers and designers. Developing campaigns, displays and advertisements,
directing manufacturing and marketing, and creating sales strategies are all part
of the job. Fashion merchandising also refers to the necessary preparation that
must be done in order to ensure that the merchandise is accessible and appealing
to the customers it's intended for.
Fashion merchandising is where fashion and business meet. Fashion
merchandising involves marketing fashions to various retail stores, boutiques and
wholesalers. The mission of a fashion merchandiser includes connecting different
fashions to consumers and anticipating what your clients will be interested in.
Fashion merchandising doesn't center on fashion alone; it entails a keen business
sense and knowledge of assorted marketing strategies and techniques.
Significance
o The world of fashion is always changing, and it's highly competitive.
Fashion merchandisers may specialize in the arena of
manufacturing, selling, promoting or buying. A successful fashion
merchandiser has a vast knowledge of textiles (these are the different
fabrics and fibers that are used to make the goods) and good
communication ability. To stand out in the field, they need to know
what people are looking for now and have an idea what they will be
seeking in the future. This calls for first-rate people skills because
they may have to correspond with people of various ethnic
backgrounds, ages and lifestyles. In many cases, they travel around
the world to obtain materials and meet with different clients and
manufacturers.
Function
o Since the merchandise must appeal to people (or a specific target
group), their job may include attending fashion shows and events
around the world, purchasing fashions, negotiating with suppliers
and retail outlets, advertising and marketing the latest fashion finds
and even creating store displays. They do whatever is necessary to
get the goods out there for everyone to see and, ideally, want to
have.
Features
o Fashion merchandisers should have not only an interest but also a
passion for fashion. This includes everything from shoes to
undergarments, clothes and accessories. Choosing separate pieces
that can work together, mixing materials, fabrics and patterns and
having an eye for color are all part of the job. Creative individuals
do well in this profession because they are able to think outside the
box.
Effects
o Additionally, the field of fashion merchandising calls for analytical
ability. Establishing a budget and then gauging precisely what things
fit into that budget is an important task. The practicality of the
budget and finances available can significantly differ according to
the specific client and demographic. A familiarity with the prior
fashion fads in different locations is also warranted. Being conscious
of existing industry developments gives the fashion merchandiser a
leg up, since they can forecast what is to come.
Considerations
o When looking into a career in fashion merchandising, it's important
to consider the background and training that you may be required to
have. If you are going to enroll in a school, make sure that it is
accredited and reputable. Since a lot of the fundamental courses are
centered on application, a school that is in an area with a lot of stores
and retail opportunities is a good idea. The real-life experience of
your instructors should also be taken into account. Many of them are
currently in the field or were in at one time; this means they will
have valuable insight and hopefully good connections.
The fashion industry is highly competitive when it comes to careers. Fashion
merchandising, which deals with the business side of the industry, is no
exception. The field demands much from those who enter it but the payout can
be big for anyone interested in fashion. With the proper education and drive, a
job in fashion merchandising can be within reach.
Footwear Display Merchandising In The Right Way
The slat wall shoe shelf where the footwear under consideration is displayed,
surrounded by advertizing content, like posters of the sports figure under
consideration. The walled display assures the attention of the shoppers, where the
promo stuff creates association with the hype. The second type of display is the
shoe bridge, where the products is displayed, in conjunction with advertizing
stuff, typically cardboard figures of the sports figure under consideration.
Shoe merchandising is not a new thing. Everyone knows the famous brand
names like Adidas and Nike using popular sports persons to enhance the
product sales of their shoes.
While the large brands like Nike take care of the marketing campaigns on
sources like Billboards, Television and the likes, the footwear store proprietor,
also makes use of the “hype” to improve his profits. So as to accomplish this, the
store owner has two potent tools to put into action; one is the proper shoe
display for the task, second being the footwear merchandising itself.
So as to successfully advertise the merchandise showcased, there are two types
of shoe fixtures which are suited for this task: The slat wall shoe shelf where the
footwear in question is exhibited, surrounded by advertizing material, like
posters of the sports star in question. The walled display ascertains the attention
of the shoppers, where the campaign material creates association with the buzz.
The second type of display is the shoe bridge, the place that the goods is
exhibited, together with marketing stuff, generally cardboard figures of the
sports star under consideration.
The earlier mentioned method is an effective and affordable means for the shoe
store proprietor to ride along on the worldwide promotional strategies of the
firm undertaking the shoe merchandising through the commercial channels.
To further promote the product, the shoe displays merchandiser often gives out
extra advertizing merchandising to the store owners, to give away to their
clients. Those shop proprietors consequently can either put it to use on their
retail footwear displays, or by means of contests, giveaways or various other
actions commence their own local promotions for the product. An excellent
illustration of this was the signature footwear promo from Nike. In this
promotion Jordan Lee signed a preset number of shoes created to hand out in
the course of contests at the regional shoe outlets. The outlet owners in turn
made use of this strategy in their very own ad versions in combination with a
special bridge shoe display fixture at the outlet advertizing this contest.
The results of this excellent method for shoe merchandising are much more
shoppers at the shop, which results in an increment in sales of the product, but
also boosts gross sales from instinctive buyers, observing other important shoe
displays at the outlets. For the shoe merchandiser it denotes more brand name
interest and recognition as well, so a good promotion is a win/win scenario for
all parties involved.
With the above in your mind, it is safe to express that ideal usage of all private
channels is vital to good footwear merchandising, so as to raise consciousness
and maximize the potential of the campaigns. The combination of the use of
prominent sports figures, in nationwide ads provided by the shoe merchandiser,
and further campaigning by the outlet owners with the help of regional ads and
making right use of footwear displays is a definite need for any profitable
marketing for the items in question.
For outlet owners the above equates to an economical way to enhance their
products, with the full scale marketing promotions of the shoe merchandiser
under consideration, and enhance this locally. This way they can elevate a lot
more interest of the average man or woman than they would have been capable
of on their own, at virtually no additional costs for the campaign.
14 Merchandising Lessons From Apple
Apple Store- Carlsbad
I went to my One on One class at the Apple Store. If you haven’t been to an
Apple Store, I highly recommend going. You can spend hours looking and
learning for free, and it’s fun, even for a non- techie like me.
What’s Good about Apple Stores-
1.) There’s not alot of products out- it’s very simple
2.) It’s clean
3.) It’s interactive
4.) It’s fun
5.) I learn something every time I go
6.) It’s dangerous- I always buy!
7.) Staff is helpful and knowledgeable, not just about Apple products but others
as well.
8.) They offer free Classes/ workshops
9.) They offer appointments.
10.) They offer One on One Training
11.) It is merchandised where products, information is easy to find and labeled.
14 Merchandising Lessons From Apple
Apple Stores are busy, busy, busy. Any retail store that is busy like Apple, you
can learn important merchandising, selling and brand building techniques.
Lesson 1- Website is great- Easy to navigate, has products listed- what I like it
has Top TV Shows on iTunes, Top Movies on iTunes, Top Music on iTunes. Do
you on your website- have a ‘Top Seller” Listing? Do you have a “What’s New”
Listing? How about a ‘Staff Picks’ Listing. People buy what other people buy. If
I am downloading music I always look at what other people have purchased. This
is called PRE-SELLING.
Lesson 2- Offers Shopping Tips right on the web site. – How many times are you
just slammed at 5 p.m with everybody coming in after work for product pickup?
Here’s Apples Shopping Tips. I hate, hate, hate to wait. So I set up appointments.
Your shopping tips could be similar- best time, set up appointment, wear your
favorite or most predominate color, picking up contacts (makeup remover) etc..
Tip 1. Shop early. Shop late.The store tends to be busiest in the middle of
the day. Shopping early in the morning or late in the evening helps you
avoid the crowds.
Tip 2. Make an appointment.Test-drive new products and learn all about
them by making a Personal Shopping appointment.
Tip 3. Check out anywhere.When you use your credit card for purchases,
any Specialist or Concierge can check you out on the spot.
Tip 4. Don’t be afraid to ask for help.If you have any questions, speak to a
Concierge (in the bright orange shirt). The Concierge, your guide to the
Apple Retail Store, will always point you in the right direction.
Lesson 3- Not a lot of product. Consumer is not confused about what to buy at
the store. A laptop is out with small signage and features listed. How many of
your patients walk away without making a purchase because they are confused
about their choices? Do you have frames scattered all over and not organized? Is
it easy to see brands, colors and styles?
Lesson 4- It’s interactive- go an play with gadgets- All computers are set up, surf
the net, play a game and have fun. Is your office interactive? Are frames out on
display for consumers to try on? Do you have video’s highlighting key products
or education? Are special products showcased?
Lesson 5- One on One Classes – Apple opens up early (7 a.m.) for special
tutoring. One on One Classes are offered for $99.00 a year and you can have 1
class every week. For optical why not be able to have your own One on One
Classes- For those patients who don’t want to be around many people- offer this
for eye exams, eyewear pickup- eye health consulting, Contact Lens Training.
Lesson 6- Group Workshops – Every day Apple Stores offer group workshops
for free. Is this something you can do? If you have slower days, or Wed
afternoons- offer your own workshops to Patients and potential patients. I can
think of several topics- Eye Health, Lasik, Taking Care of Glasses, Vision
Therapy, Contact Lens Training, New Products and more.
Lesson 7- Kids Section and Youth Programs- What a great thing for parents- they
can shop and learn and not worry about kids being entertained. How many times
have you had a whiny kid in the office with a parent, and the parent leaves
without a purchase?
Lesson 8- Personal Shopping- Most major retail stores, Nordstrom, Neiman’s all
have personal shoppers. Can you become a personal shopper for your patients?
Quality time spent for discerning and time strapped patients.
Lesson 9- Merchandising- everything is easy to find. Note the way the computers
are laid out. Not jammed all over the place. Plenty of space to play, put down
your purse. It’s clean and simple. How is your office set up, old posters and signs
on the ceiling, on the floor on every available surface. Does the consumer tune
out- too much information?
Lesson 10- Attire- Apple Staff can seem to wear whatever they want. Piercing,
tattoos, ripped jeans are the norm. But they all wear color coded T’s. You know if
they are a concierge, a Genius or Sales person. It all builds the brand. How is
your staff attired? How does your staff build your brand? I see Apple Staff is
bright, unique, trendsetting, techno individuals who know their stuff. When I go
in a busy store, I can find them!
Lesson 11- They Bungle add-on’s. Buy the printer and get a $100 rebate. Your
already there, and you buy it- it’s convenient and easier. Do you bungle your
products effectively. UV, AR, Scratch Coat package, 2nd pair package, Contact
Lens Package, Even an Accessory package (screwdriver, cleaning solution and
microfiber cloth package)
Lesson 12- They offer tons of accessories. Get an ipod and then you have to have
1.) Headset 2.) Gift card for songs 3.) ipod cover and who knows what else. I
have more accessories and don’t even know what they are all for!
Lesson 13- They offer Gift Cards- This is so easy to do. Who doesn’t want a Gift
card. Do you offer gift cards? This is a great opportunity for an optical office to
sell and get new patients.
Lesson 14- They recycle old equipment. Could this be an opportunity for you to
get the patients coming in- Old glasses, contacts, contact lens cases, eyeglass
cases and other optical products?
My recommendation- go to an Apple Store and check it out. If you don’t have
one near you, check out busy retail stores and see how they are set up. Check out
their websites to see if they have an idea that you can use for your website/blog
or your office. Keep your eyes open for opportunities and changes in visual
merchandising .
In the end I would like to add that having an Apple Istore (Iplanet) in the city
shows that the city in developing into a place for tech-junkies and also the fact
that the city is considered important so as to support the fact that an apple store
has been set up in the city. Coimbatore has the privilege to have their first Apple
store in the form of Iplanet established at R.S Puram.
