Buying Fashion

1
Buying Fashion

• Fashion Marketing

2
Objectives

• What is the role of the fashion buyer?
• What are the steps in the buying process or
  merchandising cycle?
• What are the types of fashion retailers?

3
Why Important?

• The buying process, or merchandising cycle,
  includes the planning, buying, and selling of
  merchandise. Consumers have a variety of choices
  when purchasing fashion merchandise.

4
What is the role of the fashion buyer?

• The fashion buyer is responsible for making sure
  the merchandise the consumers want is available
  in the stores.
• Buyers purchase goods from manufacturers or
  vendors.
• Must be able to predict what consumers want in
  six months to a year before the goods reach the
  stores.

5
Role of Fashion Buyer? (cont.)

• Buyers constantly monitor items that are selling
  as well as the latest styles and trends featured
  in fashion publications.
• Buyers read trade publications. Why?
• Trends can affect profits for business.

6
Types of Buyers

1. An individual who owns his or her own store.
2. Buyer for larger retail operations are known as
   classification or central, buyers.
3. Buying staff for catalog division.

7
The Buying Process

• Three steps of the buying process, also known as
  the merchandising cycle,
• Merchandise planning
• Merchandise buying
• Merchandise selling

8
Merchandise Planning

• Involves estimating, as accurately as possible,
  the various styles, colors, sizes, and prices of
  goods consumers will purchase.
• Sales records
• Vendor information
• Market week previews

9
Merchandise Buying

• Merchandise buying - the process of purchasing
  merchandise for resale from manufacturers or
  vendors during buying trips.
• Shipping dates very important because you want
  to stock merchandise in the stores during peak
  selling periods to maximize profits.

10
Merchandise Selling

• The exchange of goods for money, from the
  retailer to the customer.
• Sales training store personnel is responsible
  for training the sales staff.
• Buyers provide information to the staff, helping
  them to effectively sell the merchandise.
• Example?