Fundamentals of Fashion Merchandising

Fundamentals of fashion Merchandising
Understanding Fashion, Merchandising, Merchandise Management of Retail, Export & Buying House.
Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.
Fashion
Fashion
Accepted by a substantial group of people at a given time , in a given place.
Understanding Fashion Movement

Fashion movement is the ongoing change in what is considered fashionable from acceptance to obsolescence (the rejection of a fashion in favor of a new one) A fashion trend is the direction fashion is moving
OBSOLETE
The fashion cycle

Fashion cycle: The ongoing introduction, rise, peak, decline, and obsolescence in popularity of specific styles or shapes. All styles that come into fashion rotate through the fashion cycle. Fashion acceptance can be illustrated using a bellshaped curve.
Overall Fashion Cycle

Variations . . . From Flop to Classic
The Fashion Cycle

Peak
Height of popularity; Worn by the majority of people (culmination)
Rise
Slowly increases in popularity
Decline
Decreases in popularity (saturation)
Introduction
New style is introduced (colors and textures)
Obsolescence
Discarded for a newer style
ALSO KNOWN AS THE MERCHANDISE ACCEPTANCE CURVE
The fashion cycle (cont.)

The cycles for some styles are exceptions to the bellshaped curve.
Flops: Fashions that are introduced and expected to sell but that are not accepted by consumers. Fads: Temporary, passing fashions that have great appeal to many people for a short period of time; styles that gain and lose popularity quickly. Classics: Styles that continue to be popular over an extended period of time even though fashion changes; styles that remain in fashion year after year.
Kurtis
Skirts
Fashion Classics
Fashion Fads
Cycle within Cycles
Recurring Cyclic Fashions
PLAT FORMS SHOES

HOTPANT S
Stages of the fashion cycle

(cont.)
Introduction: The first stage of the fashion cycle when new styles, colors, textures, and fabrics are introduced. The new style may be accepted by a small number of people called fashion leaders. Promotional activities include fashion shows and advertising in high fashion magazines. Fashions are produced in small quantities at high prices. Retail buyers purchase limited numbers to see if the style will be accepted.
Stages of the fashion cycle (cont.)

Rise: The second stage of the fashion cycle when consumer interest grows and the fashion becomes more readily accepted by consumers. Mass production brings down the price of the fashion, which results in more sales. Styles are manufactured in less expensive materials and in lower quality construction than the original style. Promotional efforts are increased in high fashion magazines to heighten consumer awareness. Retail buyers order items in quantity.

Peak (Culmination stage): The third stage of the fashion cycle during which a style is at its height of popularity. The fashion is demanded by almost everyone because it is now within the price range of most consumers and is mass produced in many variations. Each retailer tries to persuade customers that its version of the style is the best.

(cont.) Peak (Culmination stage)
The style may have a long or short stay at this stage.

Short-run fashions: Styles that are popular for a brief period of time.
Fads, usually lasting only one season Accepted and rejected quickly Teenagers fashions change the fastest and have the most trends. Styles are easy for the manufacturer to produce and are relatively inexpensive to the consumer. Styles typically have more details than seen in classics.

(cont.) Peak (Culmination stage)
Long-run fashions: Styles that take a long time to complete the fashion cycle.
Classics, basics, and/or staple fashions Slow introduction, long peak, slow decline Styles have simple lines, minimal detail.

Decline: The fourth stage of the fashion cycle when the market is saturated and popularity decreases. The fashion is overused and becomes dull and boring. As the fashion decreases in popularity, retailers mark down their prices. Promotions center around major clearance or closeout sales of the fashion.

(cont.)
Obsolescence: The fifth stage of the fashion cycle when the style is rejected, is undesirable at any price, is no longer worn, and is no longer produced.
Lengths of fashion cycles

Cycles have no specific lengths. Recurring fashions: Styles which have been in fashion at one time, gone out of fashion, and come back in fashion again.

Fashion trends seem to recur about every generation or every 20 to 30 years.
Fashion cycles are less distinct now than in the past.
Theories of Fashion Movement

Higher $ Royalty
Rich White collar Lower $ Blue collar
TRICKLE DOWN
Fashion trends start at the top of the social ladder
TRICKLE UP
Fashion trends start with the young or lower income groups
TRICKLE ACROSS
Fashion moves horizontally through similar social levels
Trickle-Down Theory
18th-19th Century

Source of fashion ideas

designers catered to wealthy
Change of speed
how quickly the lower class could obtain and copy the elite
Fashion leaders
highly visible elite served as models for lower class

Dynamics of change
drive for differentiation and imitation
Direction
down from elite class to working class
Mass Market Trickle-Across Essentials

Mass production
Newest looks available quickly
Fast-paced communication and mass media

Style information available to all at same time
Each social group has own fashion leaders

Trickle-Up Theory

Starts with young trendsetters May be lower income groups Fashion defined by street wear Examples may include:
Tattooing, body piercing, grunge looks
1960s Trickle-Across

Within group at similar social level Vietnam Civil rights Integration Mass communication Mass media Growing middle class Availability of quick, easy knockoffs Mass production makes fashion available at all price levels
Merchandise
Types of Merchandise
Staple Goods items that are constantly in demand by customers. Examples are toothpaste, milk, or bread.

Used consistently and replaced on a regular basis Sales are easily predictable because they are bought on a consistent basis.
Convenience Goods small, inexpensive items that customers purchase frequently. Examples are gum, bottled water, or magazines.

Found in convenience stores, grocery stores or gas stations.
Fashion Goods items that are popular at a certain time. An example is clothing.

Includes any item that comes in or out of style Retailer will maximize sales by acquiring the product as it is gaining popularity
Seasonal Goods products that are popular only at a certain time of year. Examples are swimsuits, boxed chocolates, or snow skis.
The Merchandise Mix

Businesses must pay close attention to their target market and must obtain, develop, maintain, and continually improve upon their merchandise mix.

Components of the Mix

Merchandise Mix made up of all the products that a business sells Product Line a group of closely related products that a business sells Product Items the products that make up a product line. A specific model or brand
Types of Merchandise
Merchandise Mix Strategies

Development develop new products to bolster the companys image or to expand their market share. Expansion businesses can choose to add either new product items or new product lines. Modification altering a companys existing product. Deletion may occur when a product is no longer useful, obsolete, not fashionable, or room is needed for another product.
Merchandising
Definition
AMA defines The planning involved in marketing the right merchandise at the right place at the right time in the right quantities at the right price.
Mantra of Merchandising
Achieving the five Right is the key to successful merchandising and many a times, this remains an elusive goal for most retailers.
Definition 2
Merchandising management can be termed as Planning, analysis, acquisition, handling and control of the merchandise investments of a retail operation
Explanation of the Definition

Analysis: because retailers must be able to correctly identify their customers before they can ascertain consumer desires and their needs/requirements for making a good buying decision. Planning is important because merchandise to be sold in the future must be bought now.
Contd.
Acquisitions because the merchandise needs to be procured from others, either distributors or manufactures. Handling involves seeing that the merchandise is where it is needed and in the proper condition to be sold. Control is required since the function of merchandise involves spending money for acquiring products it is necessary to control the amount of money spent on buying
Merchandise Planning
THE CARDINAL SIN OF FASHION MERCHANDISING IS TO BE OUT OF TREND
MAIN PRINCIPLES AND DYNAMICS OF FASHION

The constant in fashion is change Changes in fashion are gradual and evolutionary rather than revolutionary. Fashion is cyclical Customers make fashion Acceptance level of fashion vary Fashion depends on place and reflects lifestyle
INTERPRETING CONSUMER DEMAND
Elements of Customer Demand

TARGET MARKET BUYING MOTIVATIONS
Identifying Target Market

Demographic
Behavioral
Market Segmentation
Psychographic
Geographic
Demographic Segmentation
Mainly grouped on the basis of:Population Age Income Sex Occupation Education
Geographic Segmentation
Mainly grouped on the basis of:Cities States Regions Climate plays an important role
Psychographic Segmentation
Grouped on the basis of the lifestyle
Social activities Interests leisure pursuits needs and wants
People having similar lifestyles can make up a target market group.
Behavioral Segmentation
Grouped on the basis of opinion on specific products or servicesRating of usage of products & services. Help in improving the service/product and make it different from others.
DETERMINIG WHY CUSTOMERS BUY

BUYING MOTIVATIONS
RATIONAL MOTIVATIONS Durability Dependability Comfort Economy of Operation Price
EMOTIONAL MOTIVATIONS Imitation Emulation Prestige Pride of Appearance Distinctiveness
FASHION PURCHASESSPECIFIC SELECTION FACTORS

Silhouette- Degree to which an item is considered moderate or extreme in form in relation to the currently popular shape or form of such products. Decoration or trim- Presence or absence of all types of ornamentation Material/Fabric-Quality of fabric Surface interest- Texture, Hand feel Color-Actual hues used Workmanship- construction, stitching, finishing
Size- Preciseness of Fit Sensory factors- Touch, Taste, Smell, etc. Ease and cost of care Brand- Identity of manufacturer or distributor of an item Utility- Extent of usefulness and service Appropriateness-Degree of suitability and acceptability Price- Value placed by individual customer
The Uniqueness of Fashion Merchandising

Obsolescence factor. Higher markdowns Faster turnover Seasonal factor Sales promotion.
Key targets of a merchandiser

Sales By Units By Rupees ( Dollars) Inventory Stock turnover Percent Shortage to net sales Old goods Vs. new Goods Margin results Initial markup ( cost- original retail) Gross margin ( net sales- cost of goods sold) Controllable margin ( gross margin- direct department expense) Operating profit ( Gross margin- ( cost of sales+ Fashion Merchandising, operating exp. Prashanth KC- NIFT- Bengaluru. AD VI,
Functions of Merchandisers at Shoppers stop

Inventory-turn Management Achieving Sales & Margins Plans Merchandise Availability Management, as per range plan Merchandising strategy & planning Processing of purchase orders Analysis of Data & Sales Budgeting Profitability Targets & Expense Control Vendor/Supplier relations for both, in-house products as well as for brands.
Fashion Industry- Levels of Merchandising
Fashion Industry- Types of Merchandising

Retail Organization Merchandising Buying Agency Merchandising Export House Merchandising
What is Merchandising?
IN RETAIL ORGANISATION Merchandising is a specialized management function within the fashion industry. It is the business that moves the world fashion from designers showroom to retail sales floor and into the hands of consumers.

It is the internal planning that takes place within a retail organization in order ensure adequate amount of merchandise are on hand to be sold at prices that the consumers are willing to pay to ensure a profitable operation.
Marketing Vs Merchandising
Marketing function Focuses on broadly defining a companys market and characteristics. It pinpoints new opportunities for growth through self analysis and market research and promotes companys image and products. Merchandising function is more specific concerning itself with the development, execution and delivery of the product line with its close ties with the market it serves. Merchandising is not only able to adjust to market variations rapidly but is capable of actually anticipating and helping to create market changes.
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
FASHION RETAIL ORGANISATIONS
Organizational Structure & Responsibility
Organizational structure includes the clear understanding of the authority and responsibility for each job to be done.
Organizational system differs with the difference in type of merchandise, size of retail firm, and target customer.
Various Fashion Retail Businesses

Three basic FormatsThe Small Single- Unit Store The Departmentalized Store The Chain Store
The Specialty Store, Discount Store are also few of the other formats
Major Divisions & Responsibilities

Merchandising division- buying, merchandise planning and control, selling, fashion coordination Sales and promotion division- advertising, visual merchandising, special events, publicity and public relations Finance and control division- credit, account payable, and inventory control. Operational division- maintenance of facilities, stores and merchandise protection, personnel, customer service and receiving and marking of merchandise.
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Personnel and Branch Store Division may function separately if the store operations are very large.
Stock holders Board of Directors President

STAFF Legal counsel research department
Vice President and General Manager
STAFF Other advisory services
Merchandising division GMM
Sales Promotion Division Sales Promotion Manager

-ADVERTISING DEPARTMENT -artists -copywriters -direct mail -layout -radio & television -DISPLAY DEPT. -Interior displays -sign room -window displays -exterior displays -PUBLIC RELATIONS -news releases -public fashion shows -special events -use of auditoria
Finance and Control Division Treasurer & Controller
Operating Division Store Superintendent
Personnel Division Branch stores Personnel Director Executive in charge of branches
-BUYING OFFICES -COMPARISON BUREAU -DIVISIONAL MANAGERS -department managers -assistant buyers -sales people -FASHION COORDINATORS -HOME PLANNING BUREAU -MERCHANDISE PLANNING & CONTROL -MERCHANDISE RESEARCH
-ACCOUNTING OFFICE -ADJUSTMENTS -a/c payable -ARCHITECTS OFFICE -cash office -CUSTOMER SERVICE -general a/cing -sales people -inventory taking -service desk -insurance & taxes -telephone & mail orders -bridal registry -payroll office -sales audit -DELIVERY -statistical -ELEVATORS -CREDIT OFFICE -MAIL DIVISION -billing customers -MAINTENANCE -PACKING & PICK UP -cashiers in office -charge a/cs -PRINTING -charge authorization -PURCHASING DEPT. -credit interviewers -RECEIVING & MARKING -RESTAURANTS -defered payments -CREDIT UNION KC- Fashion-STORE PROTECTION Prashanth Merchandising, -EXPENSE CONTROL -TRAFFIC AD VI, NIFT- Bengaluru. DEPT. -LAYAWAY OFFICE -WAREHOUSE -MERCHANDISE STATISTICS -WORKROMS
-EMPLOYMENT OFFICE -interviewing -placement -termination -HOUSE ORGAN -PERSONNEL BUDGETS -PERSONNEL TESTING -RECORDS & REVIEWS -budgets & records -job analysis -rating & reviews -TRAINING -induction & system -on the job -WELFARE & HEALTH
-Audit -credit -store planning -maintenance -receiving -transfer of merchandise -employment training -merchandising -sales planning -advertising -displays -special events -liaison with main store
The Merchandising Division

General Merchandise Manager (GMM) Soft Line Hard Line Divisional Merchandise Manager (DMM)
Merchandise Managers (MM)
Buyers
Assistant Buyers
Trainees Prashanth KC-
Fashion Merchandising, AD VI, NIFT- Bengaluru.
Qualities of a Fashion Buyer

Dedication Enthusiasm Awareness Stamina Foresight Creativity
Product Knowledge Decision-making skill Mathematical ability Communication skills Negotiation skills Managerial skills
Work Area of a Fashion Buyer

Liaising with suppliers (immediate vendor) Liaising with internal departments
Buying Colleagues Quality Control/Tech
Buyer
Design
Finance Marketing/PR
Fabric technology Retail Sales people
THE BUYERS JOB

Planning Buying Selling
Planning
Based on 2 factors
-How much the store expects to sell? -How much inventory is needed to achieve that sales goal?
The buyer must plans stocks so that the store image is reflected in the merchandise. Preparation of 6 months buying plan with knowledge of fashion trends, market conditions, economic factors, other records of the past seasons. Flexibility is the most important factor to be kept in mind. Includes provision for constant adjustment to actual results.
Buying
Adequately stocking the departments price lines and securing the best possible mark ups on all purchases. Supervising the physical inventory or stock counts to verify the accuracy of stock records. Establishing and maintaining effective buying relationships with vendors.
Selling
Communication and promotional activities. Determining the selling features of the merchandise for promotion purposes and the timing of these promotions.
What is the difference between Buyer & Merchandiser ?
The buyers role in USA includes the administrative and financial input part also besides core buying responsibility. In USA buying is often a subdivision of the merchandising team, whereas in many companies in UK, Buying is perceived as central role and merchandising as parallel department to buying. Job Details for both these profiles are different with different organizations and are quite overlapping but all fashion buyers are responsible for overseeing the development of range of products aimed at a specific type of customer and price bracket.
BUYING PATTERNS
CENTRAL BUYING
The centralization of all buying activities from a central headquarters with the authority and responsibility for the selection and purchase of merchandise limited to buyers of particular merchandise categories
Three Forms of Central Buying

The central merchandise plan The warehouse and requisition plan The price agreement plan
The central merchandise plan

Central buying assumes complete authority for buying the assortment of goods, pricing, warehousing and distribution to the many stores. Central make their purchases and have the merchandise delivered to the warehouse. Buyer has an opportunity to check the goods to be sure they have been shipped as ordered.
The central merchandise plan

ADVANTAGESIt provides a steady flow of merchandise provides for specialists in each merchandise category. Goods are inspected before delivery. It allows better stock control. DISADVANTAGESAdjustment to local conditions is difficult Cooperation may be lacking An enthusiastic selling force may be lacking
The warehouse and requisition plan

The central buyer arranges for the initial assortment and has the merchandise shipped to the individual stores. Used for staple goods. The store manager is provided a list of the stock that is inventoried in the warehouse where the central buyer will see it is properly filled. The store manager has the responsibility for ordering enough merchandise to carry the store through the buying season.
The warehouse and requisition plan

ADVANTAGESGives the store manger some responsibility in merchandise selection. Reorders or fill-ins are usually filled promptly. DISADVANTAGESThere is little control over the composition of the merchandise selection. Poor warehouse control may lead to an imbalance in store inventory.
The price agreement plan

Central buyer working with vendors and manufacturers will agree on the retail price, color, size, style and assortment of staple types of merchandise as well as the terms of shipping. The merchandise is illustrated and described adequately in catalog to be given to store manager. The central buyer is responsible for prearranging the minimum amount of goods to be purchased by the entire chain, keeping the store catalog up to date, adding new items, canceling old items. The store manager has complete authority for the composition of the stock and orders can be placed directly with the vendors concerned.
The price agreement plan

ADVANTAGESIt develops a feeling of responsibility on the part of the store manager. Reduces the expense of warehouse and the necessity of keeping detailed records of each unit. DISADVANTAGESProblems arise with tardy deliveries and with high transportation cost.
SOURCING
Suppliers of Fashion Goods

Suppliers of Fashion Goods Suppliers from Domestic Market Suppliers from Foreign Markets
Local Manufacturers Importer wholesaler Exporter Foreign selling agents Resident buying Office Import trade fairs
Buying trips abroad to market & Manufacturers Foreign Buying Office Foreign trade fairs
Advantages of Domestic Manufacturers

Delivery Proven specification Availability of merchandise in selected quantities Availability of reorder Very close control on the merchandise planning and production Accommodation of changes due to any reason is easy Planning and control of stock relatively easy Permit the stock adjustment to new trends
BUYING FOREIGN MERCHANDISE
Objectives Of Foreign Buying

Prestige- image store & Uniqueness Better quality Lower cost
Specification buying
Foreign Buying Problems

Variation of quality standards Deliveries and reorders Size discrepancy Monetary problems Time involved Other conditions
Other Problems
Language Barriers Unethical practices (e.g. Child Labor) Political unrest
Methods Of Buying Foreign Merchandise

Domestic sources Foreign sources
Domestic importers
Liaison Offices
Resident buying office
Foreign buying offices
Foreign selling agents
Direct Exporters
Import trade fairs
Domestic Importers/Wholesalers
Stockers of foreign merchandise Prove to be more useful for smaller stores Goods can be bought closer to the time of need Risk involved lies with the importer Costs higher than direct buying Offers less exclusivity No concessions are offered Very small qty. of merchandise can also be purchased. Sells through showrooms or directly from warehouse
Resident Buying Office (RBO)

RBO situated in the same place where the retailers are. RBO has many retailers as their members. RBO also offers trend inputs in forms of periodicals and catalogues to the members. Goods are sourced keeping the member stores and their target customers in mind. The orders can be large or small as they can absorb Group purchasing plan is also offered which lowers the cost for the participants. Commitments must be made far in advance of the selling season Risk & problems of off shore sourcing are managed by RBO.
Foreign selling agents

They are a group of foreign manufacturers who may or may not carry stock in the importing country. They make periodic trips abroad to be up to date with the foreign market developments. Buyer can actually see the merchandise with the styling and uniqueness. Orders need not be large as many orders are compiled together before sending No guarantee of quality standards, size discrepancies etc.
Import Trade Fairs Fairs organized in the importing countries with the goods from the exporting countries Some trade fairs feature the fashion merchandise of only one country, such as Italian Donna Moda. Although there is an advantage in being able to view so many lines in one place, because of space limitations ,most manufacturers can only show a small portion of what they can manufacture.
LIAISON OFFICE Store owned foreign buying offices Located in major fashion centers & in exporting bases of the world Advise buyers about new trends Accompany buyers on their market visits acting as interpreters and planning market itineraries Because of their broad & strong base in the local market they get the best resources according to the need of the buyer Function as a follow up service to ensure prompt delivery and quality control Each liaison office works as a separate profit centre Types of stores that have such offices are Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru. GAP,NIKE
Foreign Buying Offices

Generally located in a major city of the foreign buying area and facilitates indirect exporting They are independent buying agencies and are also known as Foreign Commissionaires They work for many buyers/retailers They often organize buyer manufacturer meet in their offices and also take the buyers to visit manufacturer's facilities. They must have very strong vendor base with them. They do not make purchases for the client unless authorized to do so The client pays them fee usually a percentage of the first cost They then follow up to make sure the delivery is made on time and the quality is checked
Direct Exporters
The manufacturer- exporter undertakes the entire export process. Increases its profit margin by saving on payments to an intermediary Develops a closer relationship with the overseas buyer. Cost of establishing another market may overweigh the monetary benefits of direct exporting The exporter may be exposed to more direct risks.
MERCHANDISING RESPONSIBILITIES IN BUYING & EXPORT HOUSES
Export House
Coordinator of all activities at the manufacturer's end Correspondence with buying Agencies Could be handling many buyers at a time Takes care of PD, sampling, costing, negotiations, delivery schedules, production planning, fabric and trim orders, regular follow up. Sources of information are limited as compared to buying house merchandiser Is directly responsible for the merchandise Ensuring inspections and quality levels.
Buying House
Could be looking after one account/ one division of a buyer but many vendors Product exposure is much more Depends for all information on vendors Are responsible for- PD, sampling, costings, negotiations,delivery schedules, production planning Responsible for vendor selection and development

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Fundamentals of fashion Merchandising

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Understanding Fashion Movement

The fashion cycle

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Overall Fashion Cycle

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

The Fashion Cycle

ALSO KNOWN AS THE MERCHANDISE ACCEPTANCE CURVE

The fashion cycle (cont.)

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Cycle within Cycles

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Recurring Cyclic Fashions

PLAT FORMS SHOES

Stages of the fashion cycle

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Stages of the fashion cycle (cont.)

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Stages of the fashion cycle (cont.)

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Stages of the fashion cycle

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Stages of the fashion cycle

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Stages of the fashion cycle (cont.)

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Stages of the fashion cycle

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Lengths of fashion cycles

Fashion trends seem to recur about every generation or every 20 to 30 years.

Fashion cycles are less distinct now than in the past.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Theories of Fashion Movement

Rich White collar Lower $ Blue collar

Source of fashion ideas

Mass Market Trickle-Across Essentials

 Fast-paced communication and mass media

 Each social group has own fashion leaders

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Found in convenience stores, grocery stores or gas stations.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

The Merchandise Mix

Components of the Mix

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Explanation of the Definition

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

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

Prashanth KC- Fashion Merchandising, AD VI, NIFT- Bengaluru.

MAIN PRINCIPLES AND DYNAMICS OF FASHION

Fast-paced communication and mass media

Each social group has own fashion leaders