The lockdown restrictions have been lifted and stores are open again, which means it's time for you to hit your favourite store and rock those killer jeans you had been waiting to buy all these months! But wait a minute, where do these jeans come from? From the designer who designed it, you say? Well, that's true, but not completely. An entire middle universe of fashion business exists before these jeans reach your closet, which we simply bypass. Let’s take you through Mr. Jeans’ entire journey of the lesser-known land of fashion merchandising.
[Photo Source: Apptus]
So, what is Fashion Merchandising?
The designing team starts with their research of fabrics, textiles and trends. This is where a fashion merchandiser makes the first appearance. Part of this research is to sit with the designer and analyse the market trends because whether it’s a commercial or a conceptual piece, it’s about the connection between the product and consumer. That’s the magic moment. These merchandisers are called manufacturer merchandisers. They are the ones who forecast your preferences for silhouettes, sizes, colours, quantities and costs, each season. The designing and manufacturing team then renders, designs and produces the piece. Fast forward to Mr. Jeans who is now (almost) ready to reach your closet. So, what now? Now, enters the business of retail fashion. The work of a retail merchandiser begins by predicting the sales and beginning of the month stock. Similar to manufacturer merchandisers, retailer merchandisers must make all decisions regarding the final consumer. Decisions are made based on the past, present, and future of the economy, sales, industry and fashion trends, region and world events, and the fashion cycle. Once the retail merchandisers reach a decision, they present an order to their vendors for Mr. Jeans and others, which then reach the shelves of your favourite store, ready for you to grab.
Who is a Fashion Merchandiser?
To put it simply, fashion merchandisers are the group of people, with an end goal to make a profit, while catering to the recent trends and consumers’ taste. The land of merchandising is run by one constitution- The 5Rs or the 5 Rights of merchandising: -
1. the right merchandise
2. at the right price
3. at the right time
4. in the right place
5. in the right quantities.
This is done, mostly, by carrying out organised and skilled advertising, for example, by using attractive display to the target audience. This position requires well-developed quantitative skills, and natural ability to discover trends, interpreting the relationship between standard sales and stock figures. Fashion and visual merchandisers are an indispensable part of the chain, both from the manufacturers' and buyers' perspective. The merchandisers, thus form the backbone of the industry, keeping the structure of the fashion industry, as we know it, intact.
A quick History flashbacks
During ancient times, individuals shopped in markets for goods. The ancients were attracted to rare fashions that brought variation and excitement into their lives. These markets have transformed into today's department, specialty, and discount retailers. For many years, business people in the fashion industry were convinced that they could persuade consumers to desire their particular products. Fashion executives had no interest in the needs and wants of consumers. However, fashion personnel realized that they would have to adapt fashion items to the demands of consumers.
Career in Merchandising
Did you find this brief explanation of Mr. Jeans’ journey through the business of fashion interesting? If you did, Fashion Merchandising might a good career option to think about! So, where do you begin? The entry into the merchandising land begins with a few basic skills and knowledge, perhaps followed by a formal degree.
1. A passion for business and fashion
2. Both retailers and manufacturers require experts in fashion merchandising
3. Fashion merchandising encompasses various titles and responsibilities-
● Retail buyer
● Account manager
● Store manager
● Visual merchandiser
● Marketing specialist
● Merchandise consultant
Take the next step. Like any other career path, having a degree takes you a long way, from providing detailed education and hands-on vocational opportunities to a better chance at obtaining a job. Fashion marketing and merchandising and luxury fashion management are fairly common courses which many Business and/or Fashion Schools provide across India and abroad. Most schools offer Certificate Programs, Bachelor’s and Master's degree. Consider admissions at the best ones to get a head-start on your career in the business of fashion.
- Aditi Singh
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