1. Fashion Marketing and Merchandising

2. Product Planning Even fashion must be thought out and planned. New items are discussed and trends analyzed to determine what the buying public will purchase. ◦ This is done at least 2 seasons ahead of when product is planned for the store.

3. Product Life Cycle Introduction Growth Maturity Decline ◦ What do you think happens in each of these phases?

4. Activity Grab a magazine or two ◦ Find a picture of a fashion product in each phase, cut it out NEATLY ◦ Glue it to the correct large sheet of paper in the room ◦ You may not be able to do this with all fashion items but try!!! If not successful, select products close to the industry.

5. Lines and More Before break, you create a product line. Using that knowledge and your book, what do you think the following terms mean? ◦ Product item ◦ Product line ◦ Product width ◦ Product depth

6. Market Research All industries must use research to determine what products to offer. Gather information Analyze it and make projections and suggestions

7. Distribution Before consumers can buy a product, a designer must make sure that their items/lines get to the consumer. ◦ This is done by the function of marketing known as distribution

8. Role of Buyers in Distribution The buyer could be an employee of a company or the owner of a boutique ◦ They determine what will be sold in the store and then source the materials

9. Buying Process The merchandise cycle is three steps ◦ Merchandise planning  Look at records of sales and trends, make predictions ◦ Merchandise buying  source it, make orders, set delivery times ◦ Merchandise selling  Exchange of goods and money

10. Types of Stores Department stores Specialty stores Boutiques Designer stores Outlets Discount stores Mail order Online

11. Stores All stores use the selling process. ◦ What are the 7 steps of the sales process?

12. Pricing Levels Couture – Dior/Chanel Bridge lines – Ellen Tracy/Linda Allard Better garments – Liz/CK/Chaps Moderate lines – Charter club/INC/Levis Budget lines – Walmart/Target/sometimes outlets

13. How to determine price? Add up all your expenses plus a profit to set price: ◦ Achieve desired profits ◦ Obtain large sales volume ◦ Be competitive ◦ Present and protect your image Price increases at each level of the chain – textile mfg to product mfg to wholesaler to stores etc

14. Pricing Strategies Prestige pricing Skimming Penetration pricing Odd/even Psychological

15. Displaying Fashion Visual merchandising is important. ◦ If it looks good on display, consumer believes it will look good on them ◦ Store layouts and more are all taken into consideration  Storefront ◦ Window displays and entry points ◦ Layout ◦ Store flow ◦ Interior displays