Buying Fashion Fashion Marketing

Objectives What is the role of the fashion buyer? What are the steps in the buying process or merchandising cycle? What are the types of fashion retailers?

Why Important? The buying process, or merchandising cycle, includes the planning, buying, and selling of merchandise. Consumers have a variety of choices when purchasing fashion merchandise.

What is the role of the fashion buyer? The fashion buyer is responsible for making sure the merchandise the consumers want is available in the stores. Buyers purchase goods from manufacturers or vendors. Must be able to predict what consumers want in six months to a year before the goods reach the stores.

Role of Fashion Buyer? (cont.) Buyers constantly monitor items that are selling as well as the latest styles and trends featured in fashion publications. Buyers read trade publications. Why? Trends can affect profits for business.

Types of Buyers An individual who owns his or her own store. Buyer for larger retail operations are known as classification or central, buyers. Buying staff for catalog division.

The Buying Process Three steps of the buying process, also known as the merchandising cycle, Merchandise planning Merchandise buying Merchandise selling

Merchandise Planning Involves estimating, as accurately as possible, the various styles, colors, sizes, and prices of goods consumers will purchase. Sales records Vendor information Market week previews

Merchandise Buying Merchandise buying - the process of purchasing merchandise for resale from manufacturers or vendors during buying trips. Shipping dates – very important because you want to stock merchandise in the stores during peak selling periods to maximize profits.

Merchandise Selling The exchange of goods for money, from the retailer to the customer. Sales training – store personnel is responsible for training the sales staff. Buyers provide information to the staff, helping them to effectively sell the merchandise. Example?