fashion distribution 1 chapter 10 fashion distribution buying fashion selling fashion

Fashion DistributionFashion Distribution

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Chapter 10


Buying FashionBuying Fashion

Selling FashionSelling Fashion


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Chapter ObjectivesExplain the role of the fashion buyer.

Discuss the steps in the buying process or merchandising cycle.

Identify the types of fashion retailers.

Discuss buying motives.

Identify the difference between personal and non-personal selling.


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Fashion Buyer’s JobBuyers make sure merchandise consumers want is available in stores

Buyers purchase goods from vendors

Must be able to predict what consumers want six months to a year before the goods reach stores

Monitor styles and trends and which items are selling – like those featured in Vogue and Bazaar

Read trade publications like Women’s Wear Daily

Must have good fashion sense and keen business skills


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The Buying ProcessThere are three steps in the buying process, also known as the merchandising cycle: starting with predicting what customers will purchase.

Section 10.1

MerchandisePlanning-Estimating

styles, colors,sizes and prices

MerchandiseBuying-

buying goods from vendors or

manufacturersfor resale

MerchandiseSelling-

exchanging of goods for

money from retailer to customer

1 2 3


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Types of Fashion RetailersMacy’s is an example of a large department store.Dept. stores employ at least 25 people Sell apparel/accessories, home furnishings, and household linens

Macy’s is an example of a large department store.Dept. stores employ at least 25 people Sell apparel/accessories, home furnishings, and household linens

department store a retail operation that carries different kinds of merchandise and houses them in separate sections, or departments

Section 10.1

A specialty store will generally emphasize a certain style, such as classic or trendy. It targets its merchandising to specific age groups and price ranges.Examples: PacSun, Claire’s

A specialty store will generally emphasize a certain style, such as classic or trendy. It targets its merchandising to specific age groups and price ranges.Examples: PacSun, Claire’s

specialty store a retail operation that offers only one category or related categories of fashion merchandise


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Types of Fashion RetailersBecause the target market for a boutique is smaller, the buyer must

plan purchases carefully.

Because the target market for a boutique is smaller, the buyer must

plan purchases carefully.

boutique a type of small specialty store that offers a more limited selection of merchandise and may focus on few-of-a-kind items

Section 10.1

Apparel and accessories carried by boutiques tend to be more trendy. Example: Main St. shops in Clinton

The designer store concept is called vertical retailing.By selling directly to the consumer, designer stores earn bigger profits.Examples: Gucci, Guess, Coach, Talbots

The designer store concept is called vertical retailing.By selling directly to the consumer, designer stores earn bigger profits.Examples: Gucci, Guess, Coach, Talbots

designer store a designer-manufacturer retail operation that owns and operates the retail store and carries only its own lines


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Types of Fashion RetailersThe goods offered at an outlet may be overruns, damaged items, or leftovers from a prior season.Another term for outlet is off-price retailer

The goods offered at an outlet may be overruns, damaged items, or leftovers from a prior season.Another term for outlet is off-price retailer

outlet a discount store that is owned by a manufacturer that sells its own merchandise in the store

discount store a retail operation that offers volume merchandise and limited service and sells goods below usual retail prices

Section 10.1

A discount store operates like a department store, but offers discount prices purchases manufacturer overruns and end-of-season goods.special deals from manufacturers because of large quantities purchasedExamples: Marshalls, Target, Walmart

A discount store operates like a department store, but offers discount prices purchases manufacturer overruns and end-of-season goods.special deals from manufacturers because of large quantities purchasedExamples: Marshalls, Target, Walmart


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Types of Fashion RetailersMail-order, or direct-mail, marketing is a type of retail operation in which a business sells merchandise in a catalog and sends it by mail to consumers who purchase it.People use catalogs because of convenience.

Online shopping, or Internet shopping, is a fast-growing trend. Customers are able to shop at any time of the day or night, seven days a week, and have the merchandise shipped directly to their homes.Some retailers offer discounts for online shopping

Mail-order, or direct-mail, marketing is a type of retail operation in which a business sells merchandise in a catalog and sends it by mail to consumers who purchase it.People use catalogs because of convenience.

Online shopping, or Internet shopping, is a fast-growing trend. Customers are able to shop at any time of the day or night, seven days a week, and have the merchandise shipped directly to their homes.Some retailers offer discounts for online shopping

Section 10.1


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Why People Buy Fashion

Cultural, social, and psychological factors affect buying behavior.

Cultural, social, and psychological factors affect buying behavior.

Section 10.2

buying behavior the way consumers react to satisfying a need or want when making a purchase

Buying behavior can be rational or emotional.

Which type of behavior do you think marketing is trying to influence?


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Buyer’s Questions:What problems occur when fashion buyers make inaccurate predictions?

Do you think it is difficult for buyers to separate their personal likes and dislikes from the trends and consumer desires they need to purchase?

What recent fashion item do you think would be a wrong choice because it may be about to go out of style?

Do you like stores with sales associates or ones with no help? Do you find most are trained and helpful? What is important to you?

Describe some of your online purchase experiences


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Influences on Fashion

The role of fashion in popular culture has a significant impact on people’s lives and the purchases they make.

Section 10.2

People are influenced by: People are influenced by:Television

Films

Magazines

Street fashions


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Personal SellingAdvertising, sales, promotion, and publicity are types of nonpersonal selling.

Advertising, sales, promotion, and publicity are types of nonpersonal selling.

Section 10.2

nonpersonal selling the type of selling that does not involve interaction between people

The selling process occurs when sales associates communicate through personal selling. (see page 212)Suggestion selling techniques:

Add-on Trading up More than one Special offer

The selling process occurs when sales associates communicate through personal selling. (see page 212)Suggestion selling techniques:

Add-on Trading up More than one Special offer

personal selling the type of selling that involves direct interaction between sales associates and potential buyers by telephone or in person

The Steps of Selling-see p. 209

Section 10.2

Approach

Successful sales associates

use the Steps of Selling

Determine Needs

Present the Product

Overcome Objections

Close the Sale

Perform Suggestion Selling

Follow Up

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Selling Questions:Do you think the media is an important influence on fashion?

Loaded Question: In what ways can sales people be similar to teachers?

How can a sales associate best determine a customer’s needs?

What selling step do you think is most important? Why?

What new or emerging technology can a sales staff use to improve and increase business

What does “closing the sale” meaning

Describe a situation in which you made additional purchases because the sales associate made suggestions to do so…


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Steps of Selling Role Play:Get into groups of 3 or 4. *See page 209-210 in book

First, do the 6 chapter packet questions together.

Now assume you are being sent to Chicago for a sales training seminar. Your are a salesperson who gets commission. You are going to role play the 7 steps of selling in your groups.

Think of 3 open ended questions that would help you learn about your customers preference.

Then outline and write down scripts for all the 7 steps of the selling process, assuming you are selling a particular item to a client.

You may use the fashion item you presented last week or pick a new one.

Be ready to present role-plays to class


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What is the job of the fashion buyer?

What are the three steps of the buying process or merchandising cycle?

Compare and contrast at least two different types of retailers.

1.

2.

3.

Section 10.1

10.110.1


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What are the two types of buying behavior?

What are the seven steps in the selling process?

Describe the difference between personal selling and nonpersonal selling.

4.

5.

6.

Section 10.2

10.210.2

fashion distribution 1 chapter 10 fashion distribution buying fashion selling fashion

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