Role of A Merchandiser

Topics: Marketing, Retailing, Product management Pages: 9 (814 words) Published: April 21, 2014
Definitions
• The term merchandising means simply to
buy and sell commodities for a profit.
• The Process of Planning, developing and
presenting product lines for identified
target markets with regard to pricing,
assorting, styling and timing is called
Merchandising.

• Business requires talented executives with
a keen sense of market place, finely
honed management skills that enable
them to make the critical decisions needed
to keep a company profitable.
The driving and central force in todays
apparel business is

Who is a Merchandiser??
• Merchandiser is a person who get converted
inspiration into design , use technology to
conceptualize and address the planning ,
production, promotion and distribution of
products in the fashion industry to meet the
consumer needs and demands.
• P.H Nystrom: “ Careful Planning, Capable
Styling and Production or selecting and Buying,
and effective selling”

THE CARDINAL SIN OF
FASHION
MERCHANDISING IS TO
BE OUT OF TREND!!

Merchandising has
3 Major Components

Merchandising
1) Line planning: 6 major activities:
• Evaluate merchandise mix
• Forecast merchandise offerings
• Plan Merchandise budget,
• Plan Merchandise assortments,
• Determine deliveries and allocation
• Analyze and update merchandise Plans.

Line Development:
• By selecting finished goods from
wholesale markets
• Internal product Development.
• Product Development and Sourcing.
Line presentation:
• Internal presentation
• To final Buyer (in exports/retailer)

Role Of merchandiser
Analytical

Creative

Merchandiser/
Product
Manager

Verbal
Intuitive

Role of merchandiser : Retail &
Manufacturing
• Retail fashion Merchandising is buying of
apparel products and selling them to
ultimate consumer for profit.
• Apparel Merchandising (in manufacturing
setup) involves conceptualization,
development, procurement of raw
material, sourcing and delivery to retailers.

Work areas of Merchandiser
Planning and
Control

Materials
Management

Market
knowledge

Merchandiser

Product
Development

Product
Authorization

Interface with
Manufacturing

Interface with Sales
Sourcing

Work areas of Product
Manager
Planning and
Control

Market
knowledge

Product
Development

Product manager

Interface with
Manufacturing
Interface
with sales

Product
Authorization

Responsibilities
of a
Merchandiser

Market knowledge
• Must have Intimate and comprehensive
knowledge of company’s target.
• Should have knowledge of consumer
preferences.
• Regular meetings with retailers or store heads to
know the pulse
• Use Focus Group.
• Shopping the competition

Planning and Control
• Planning effectively and maintaining
control . V. Imp.
• Strategic Planning
• Ensure timely line planning
• Intra company activities co-ordination.
• Tools used for planning and control:
– Calendar
– Line Plan

Product Development
process

Market
research

Line
Planning

Final
Costing

Fabric
Selection

Concept
development

Quick
Costing

Sampling

Specification Line
Development Review

Costing
• Through understanding of manufacturing
process.
• Should be good with figures
– Shld be capable of calculating the cost of
producing each garment, determining selling
prices, analyzing time and action calanders
that are used to follow the status of fab. and
prod orders

Production Authorisation
• Merchandiser is directly responsible for
production authorization.
• Calculations based on past are the guide
for the present.

Interfacing with sales and
marketing
• Line Planning, style selection and line
presentation are closely attached to sales
and marketing
• Important to be aware of the sales and
order bookings

Interfacing with manufacturing
• To understand the manufacturing process
of the style.
• Define garment specifications carefully.:
list of raw materials,patterns, cutting...
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