1. Manufacturing, Promotion, and Marketing
Fashion and Design Merchandising

2. Fashion Promotion and Retailing
Fill in the blanks about fashion promotion and retailing (worksheet)
Basic stock
Purchase order
Scanners (scanning)
Open-to-buy
Off-price discounters
Leased
Retailing
Specialty
E-tailing
Variety stores
Anchor
Odd lot
Stock
Loss leader
promotion

3. Channel of Distribution
Where can a person buy clothing and fashion items from? Name as many as possible (not individual stores but types)

4. Apparel Manufacturers
Textile Producers
Apparel Manufacturers
Retailers
Consumers
Channel of Distribution

5. Manufacturers vs. Retailers
Sell directly to businesses
Sales Reps interact with retail buyers
Sell large quantities in a few transactions
Negotiate prices (more you buy, less per unit)
Sell directly to public
Associates interact with consumers
Sell small amounts in many transactions
Set price which involves higher unit selling price

6. Retailing terms
Markup- difference between the store’s cost of goods bought and the retail price of goods
Markdowns- price reductions made in hope of getting rid of certain goods (end of season, moves excess merchandise)
Odd-figure pricing- retail pricing that is a few cents less than the next higher dollar

7. Types of stores Department stores Branch stores Chain stores
Retail stores
Department stores
Branch stores
Chain stores
Discount stores
Specialty stores
Franchises
Mail-order
Telecommunication

8. http://www. supplychain247

9. Costing Different costs are associated with production and selling
Some are fixed costs (cost of labor, equipment, marketing, design costs, building use, grading and pattern making) – up to a certain amount
Some are variable (cost of materials, transportation)
When determining a price, producers must take all of this into consideration
What do retailers need to consider when they set the price of the goods to be sold?

10. From beginning to end (ws)
Complete the back side of the worksheet and describe how a garment would go through the process.

11. Promotion
Advertising and Publicity

12. Promotion Advertising- paid promotional messages by identified sponsor
Publicity- free promotion, nonpaid messages to the public about a company’s merchandise, activities, or services
Visual Merchandising- presenting goods in an attractive and understandable manner (displays, mannequins, contests)
Video Merchandising- uses videos in retail stores to show new fashion trends, promote merchandise and build customer traffic

13. Advertisements
Methods are used in tv commercials, radio commercials, billboards, and magazine advertisements
Many approaches are used

14. Fantasy or Lifestyle

15. Sensuality

16. Testimonials

17. Slice of Life

18. Humor

19. Comparison

20. Reasons Why

21. Causes

22. Your Turn
Find three advertisements (videos or magazines) that use one of these approaches to advertising
You will have to explain how each one uses that approach.

23. Marketing critique
'Disabled' Mannequins Remind Us That Beautiful Doesn't Mean 'Perfect' (VIDEO)
5 Minutes Of What The Media Actually Does To Women

24. Branding What is a brand? Purpose of branding
A "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”.
Purpose of branding
Get your prospects to see you as the only company that can provide a solution to their problems

25. Brands
What are some brands that you trust?
Why?

28. Hangtags
Detachable signs made of heavy cardboard, affixed with string, staples, pins, etc., to parts of garment such as buttons, zippers, underarm, seams, belt loops, etc.
What company wants you to know!!!
Performance features, special finishes, reinforced areas, reversibility, adjustability
Contain symbol or logo of company to increase brand recognition

30. Labels
Durable, permanently attached inside of garment, made of ribbon or cloth so as not to unravel
Could be stamped with indelible ink or fused to fabric
Must contain:
Fiber content and percent (by generic name), country of origin, care instructions required to maintain best quality

32. Packaging Often repeated information from labels or hang tag
Includes measurements
May be bag, paper wrapping, box, etc.

33. Clothing Legislation
Large variety of laws set by the Federal Trade Commission (FTC).
Where fabric came from?
Fur? Flammable?
Page 263-
Textile Fiber
Permanent Care

34. Your Turn
You are going to think about a company name that you would like to call your self- then you are going to make a hangtag for that company. What does it represent?