Fashion: The Concept of Merchandising


Merchandising is a major segment of marketing. Merchandising is the process through which products are obtained (designed, developed, or presented for resale) and promoted to the point of sale. This is done in response to the market demands indicated through marketing efforts. Merchandising tries to match the products of a company to existing markets to make a profit. Marketing identifies the company’s target market and determines that market’s wants and needs. Manufacturing provides the products for that market. Merchandising involves varying degrees of planning, buying, and selling. Ideally, it creates the right merchandise blend with the right � products � quantity � place �time � price � appeal To achieve high business profits, merchandising functions must offer the optimum merchandise blend. When goods are planned, bought, and sold correctly according to market requirements, a profit results. Merchandising is done by all companies Retailing deals with the activities necessary to provide a store’s customers with the goods they want to buy, when and where they want them, and at prices the customers can afford and are willing to pay. Thus, people often refer to apparel retailing as “fashion merchandising.” It also includes store layout, merchandise display, promotional events, and other activities that attract consumers and encourage them to buy goods. However, retailing concentrates almost entirely on the merchandising functions of planning, buying, and selling, Successful retailing requires good marketing supported by doing effective merchandising. Marketing identifies the company’s customers and determines their wants and needs. Merchandising provides the right merchandise blend. Together they result in the highest possible profits for both manufacturers and retailers, which is the main goal of both marketing and merchandising

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