role of retailers

8/3/2019 Role of Retailers

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` Fashion capital is a location which is influentialin fashion and in which fashion is important.

` A fashion capital would be the home of manytop designers, modeling agencies, and the like.

` It is decided each year by the amount of business generated and influence throughmedia in fashion.

` each year a list of cities based on rank isreleased stating the fashion capitals of the world



` Paris (France)

` Milan (Italy)` New York (U.S.A)

` London (England)

`

Tokyo (Japan)



` Karl Lagerfeld

` Marc Jacobs

` Christian Dior

` Jean Paul Gautier` Chanel

` Louis Vuitton



` Giorgio Armani

` Gianni Versace

` Prada

` Dolce & Gabbana` Valentino



` Ralph Lauren

` Tommy Hilfiger (Thomas Jacob Hilfiger)

` Calvin Klein

` Isaac Mizrahi` Anna Sui



` John Galliano

` Alexander McQueen

` Burberry

` Jane Mac Millan` Paul Smith



` Rei Kuwakubo

` Issey Miyake

` Hanae Mori

` Kenzo Takada` Yohji Yamamoto



` For Buyers

` For Charity

` Student graduating



` Fashion shows are special events that communicatea fashion story.

`

There are 4 possible ways to organize a show:

Formal fashion showx Great deal of advance planning

Department fashion showsx Much smaller scale to generate immediate sale

Designer trunk showx Organized by single vendor. A popular way to sell expensive

collections



` There are three major processes in makingand marketing apparel: design, productionand sales.

` The designing department creates newstyles; the production division producesthem in various sizes and fabrics required to

fill retail store orders; the sales division,

acting as liaison between manufacturer andretailer, markets the line.

` All the three are interdependent .



` First of the many steps in the production of apparelis the designing process for an upcoming season.This work may be done by one person or a team. It

may also be performed by one of the owners in asmall firm, or by free-lance designers who operateout of their own studios

` The Designer is expected to develop a group of new

designs at least 2 or 3 months in advance of aseasonal marketing period-which in turn is usuallysix months in advance of the consumer buyingperiod.

` Each seasonal collection may include new designs

that are simply updated versions of the current orpast season·s best sellers. It also includes copied orrevised versions of some other company·s best sellers



` The designer·s responsibilities go beyond

ideas alone and there are many practical

obstacles to overcome.

` In addition to creating styles that will fit into

the firm·s price range and type of merchandise, the designer is responsible for

the selection of fabrics and must consider

the availability & cost of materials,

availability of production techniques, costsof labor, and the particular image that the

company wishes to present.



1. Initial Phasea. Fabric Selections

b. Fabric Sources

2. Seasonal Themes fall: velvets, wools, dark colorsspring: linens, cottons, light colors

3. Ordering and receipt of Fabricsreview of fabrics per season, discussion of color, texture and

silhouette

4. Design PhaseCoordination of color, weight, textures

DrapingConstruction



Research & Analysis

` Fashion ForecastingEvaluating collections

Trends for Target Markets

` Trend Information SourcesFashion ServicesColor ServicesVideo Services

Fashion Magazines & newsletters

` Design SourcesHistoric & Ethnic CostumeThe ArtsTravelThe Street SceneAwareness



` Apparel producers / manufacturers vary

widely as to size, product and type of

operation.

` Manufacturers / inside shops

` Apparel Jobbers / Job work units

` Contract System / outside shops



` Costing a garment

` Purchase of Piece goods

` Inventory Control

` Pattern making` Grading sizes

` Making the Marker

` Production Scheduling

` Cutting Procedure` Contracting



` Garment Assembly

` Power sewing Machines

` Labeling

` Finishing

` Pressing / Folding

` Quality Control

` Environmental Concerns

` Filling Orders` Shipping



Eventually all the merchandise that is

designed and produced must reach theultimate consumers, and that is the role and

responsibility of retailers.

In the course of buying & selling goods that

are acceptable to their customers, they

also serve the apparel industry as listening

posts on the consumer front. At the same

time they act as a medium for disseminating

information & stimulating demand for

fashion products.



` BOUTIQUE

` DEPARTMENT STORES

` APPAREL SPECIALITY STORES (LARGE&SMALL)

` CHAINSTORES` MAIL-ORDER HOUSES (NON-STORE RETAILING)

` DISCOUNTING RETAILERS

` DESIGNERS/MANUFACTURERS INTO FRANCHISEDRETAILING

` OTHER RETAIL FORMATS



` A boutique, from the French word for "shop," is a smallshopping outlet, especially one that specializes in eliteand fashionable items such as clothing and jewellery.

` Recently, the term "boutique" has started being appliedto normally-mass-market items that are either niche or produced in intentionally small numbers at very highprices. This may be referred to as boutiquemanufacturing.



` A departmental store is defined by the Bureau of the Census as a retail establishment that employs25 people or more and that carries a wide variety of merchandise lines, including Men·s, women·s and children·s apparel

Furniture & home furnishings and

Household linens & fabrics

Customers are also offered many services such as

credit, return privileges, deliveries, mail-order,beauty salons, restaurant, jewelry repair etc



` In contrast to the department store·s wide

range of merchandise and broad appeal, a

specialty store is a retail establishment that

either deals in a single category of merchandise (as jewelry, shoes, furniture,

apparel etc) or specializes in related

categories-for example, clothing &

accessories for men, women & children, orsporting equipment & active sports apparel.



` A chain is understood to be a retail organization that owns andoperates a string of similar stores, all merchandised and controlled from a central headquarters office.

` There is no main parent store as in multi unit department store withbranches

` The store units are standard and uniform in physical appearance andin the merchandise

` Merchandise is distributed to the units of chain store from its centralwarehouse

` The buying function is separate from the selling function

` Selling is the responsibility of the sales managers and storemanagers



` A mail-order store is a retail establishment that does the bulkof its selling to the consumers primarily through the mediumof a catalog as a result of orders placed mainly by mail orphone

` Direct marketing, catalog retailing, mail-order retailing or non-store retailing

` Reasons for its success: rise of two-earner families in whichno time for shopping for either, affluent singles whose

activities leave no space for shopping, time crunch for workingmothers, crowded stores and the often inexperienced salespeople



` Off-price stores, underselling retailers, promotionalstores and volume merchandise

` The term discounter applies to an undersellingretail establishment that uses self-service combinedwith other expense saving techniques as no freedeliveries, no mail or telephone orders, low rent locations, limited return privileges.

` Opportunity buying from the wholesaler due towhich cost saving occurs



` In a franchise arrangement, the franchisor providesa franchisee with exclusive use of an establishedname in a specific trading area plus assistance inorganizing, training, merchandising and

management for a stipulated consideration.

` Ralph Lauren, Yves St. Laurent, Givenchy, DonnaKaran are some of the American Designers to

franchise their boutiques



` License or grant license means to give permission.

` License may be granted by a party ("licensor") toanother party ("licensee") as an element of an

agreement between those parties.

` There are few who have hundreds of licenses- PirreCardin has 840, St. Laurent has 200, Lagerfeld hasmere 30.



` Direct Selling:

Door to Door & Party Plans

Flea market retailers

Catalog Showroom Retailers

` Warehouse clubs / Wholesale Clubs

` Electronic Retailing: Computerized Selling,

Teleshopping

role of retailers

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