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Retailing, Marketing, and Merchandising in the Fashion Industry

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The clothing must be sold after they have been developed and created. However, how do garments go from the factory to the customer? Retail is the business of purchasing clothing from manufacturers and selling it to clients. Three to six months before the buyer can buy the clothes in-store, retailers make first purchases for resale.

The act of controlling the flow of items from the initial selection of designs to be made to the presentation of products to retail customers is known as fashion marketing. The purpose of fashion marketing is to maximize a company’s sales and profits. Understanding consumer desire and responding with right products are essential components of successful fashion marketing.

Marketers provide feedback to designers and manufacturers regarding the sort and quantity of goods to be produced by using sales tracking data, media coverage, focus groups, and other methods of determining consumer preferences. Marketers are in charge of discovering and defining a fashion producer’s target clients, as well as responding to their preferences.

At both the wholesale and retail levels, marketing is used. Organizations who do not sell their own items at retail must place them in the hands of merchants like boutiques, department stores, and online sales companies for wholesale prices. To find a close fit between the manufacturer’s items and the retailer’s customers, they use fashion shows, catalogs, and a sales team armed with sample products.

Marketers who work for businesses that sell their own items in stores are primarily concerned with matching products to their own consumer base. Marketing also includes promotional efforts such as print and other media advertising aimed at developing brand awareness and reputation for various traits such as quality, cheap price, or trendiness at both the wholesale and retail levels.

Merchandising is closely tied to marketing in that it aims to increase sales and profits by persuading customers to buy a company’s items. In its most basic form, marketing entails selling the right product to the right clients at the right price, at the right time and place.

Fashion merchandisers must therefore use information from marketers about customer preferences to make decisions about things like stocking appropriate merchandise in sufficient but not excessive quantities, offering items for sale at attractive but still profitable prices, and discounting overstocked goods. Merchandising also includes using store windows, in-store displays, and special promotional events to offer items in an appealing and accessible manner.


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