Types of Merchandising

Merchandiser

► In the manufacturing environment,

apparel merchandising involves the

conceptualization, development,

procurement of raw materials, sourcing

of production, and delivery of apparel

products to either buyer or retailer.

Types of Merchandising

► EXPORT MERCHANDISING:

■ In an Export Production House

■ In Buying House

► RETAIL MERCHANDISING:

■ For domestic Market

Types

► In a big manufacturing unit the role of

merchandising may be classified as below

■ Marketing Merchandiser

● Who take care of marketing

■ Production Merchandiser

● Who take care of all Inhouse activities

■Development Merchandising

● Who take care of product developement

Types

■ Sourcing Merchandising

● Who take care of procurement

■ Planning Merchandising

● Who take care of production planning.

Qualities of a Merchandiser► Merchandiser should…■ Think in Analytical Manner■ Be able to speak & write fluently■ Get along with subordinates and customers■ Be very particular about Merchandising■ Develop a sense of Curiosity■ Be creative■ Be alert■ Have good memory power■ Have managerial skill to delight authority and

responsibility

Advantages of Merchandising► Prestige► Good Pay► Relatively rapid advancement► Opportunity of economy growth► Opportunity of personnel growth► Opportunity to work every where► Travel► Self expression► A lead to other carrier opportunity

Role of a Merchandiser► Merchandising development based on buyer’s

objective► To interact with the Buyer► To interact with the various departments of

manufacturing unit► To do the costing of Garments.► To send the samples to buyers► Development of lab-dip / desk looms► To take the approval from buyers► Procurement of Fabrics/Trims► To carry out the final Inspection► To make sure that shipment goes on time

Buying house

► Buying house work as intermediateries the buyer & the vendor

► 60 -70% world wide buying routes through the buying houses

► These are situated predominantly at the sourcing locations

Buying House

► Work on profit percentages / commissions / expense coverage

► Large buying houses in India – Landmark / Triburg /H & M / Li &Fung

Role of Merchandiser

► Bridges the gap between buyer & vendor► Analysis of market / vendor / order

processing / QA► Group buying► Wholesale activities► Unit control services► Private brand programmes► Foreign buying► Sales promotion – buyer / vendor &

development of catalogues► Fashion divisions /offices

Buyer

► A Buyer is a Brand.

► For example: GAP, NIKE, Adidas etc are brands as well as buyers.

► Most of the brands in the world go for the outsourcing of their merchandise.

Buyer

► All these buyers work through their local office known as Liaison Office

► Further, all the Liaison Offices works under the Head Office of the Buyer/Brand.

Role of Merchandiser► To select the vendor for the garment

manufacturing► To work in between the Head Office and

Factory► To take the samples on time► To give all the approvals on time► Planning of merchandise► Vendor management► On time shipment► To visit the factory time to time to check all the

details regarding product, quality,compliances as specified in the Manual