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It is the design and engineering of products to be serviceable, producible, salable and profitable. Framework for development of a product line is determined by
- Strategic plan
- Needs of the target market
- Marketing strategy developed by the Marketing division
- Profit objectives
- Production capabilities & constraints of production division
Process of merchandising the line
Strategic plan - Responsibility of the merchandiser as per Firm's mission & target market
- The primary product line
- Price range
- Size range - 5 to 7
- Fashion emphasis
- Quality development
Merchandising Calendar:
It is a sequential list of all activities required to plan, develop & prepare a line for sale within the identified time frame.
Merchandise selection factors that influence consumer’s choice
- Silhouette or style
- Colour
- Fabrication
- Decoration or trim
- Workmanship and quality
- Size or fit
- Brand or designer's name
- Sensory factors of taste, odour and sound
- Ease & cost of care
- Utility
- Price
- Fashion level
- Product packaging
- Taste
Understanding consumer’s demand
- Identify the target customer
- Demographic & Psychographic segmentation
- Describing customer groups important facts about a consumer
- Size of a population and trading area
- Age & sex
- Occupation
- Income
- Marital status
- Stage in family life cycle
- Number and ages of children
- Type of residence
- Ethnic background
- Religion
- Tastes
- Habits and customs
- Interest and hobbies
- Life style, social activities & standard of living
- Attitude & values
- Consumer buying motives
- Merchandise assortment
- Price
- Convenience
- Fashion image
- Store services
Merchandising function as indicated in calendar:
- Establish key dates
- Complete Last season review
- Initiate line direction
- Shop major retail markets
- Visit major fashion shows/Reviews
- Shop fabric sources
- Order prototype Yardage
- Test prototype- yardage
- Complete retail sell through analysis, Establish final line direction
- Finalize fabrics - colors
- Establish advertising concepts
- Develop initial yardage plan
- Place initial fabric orders
- Place initial sundries orders
- Prepare preliminary fabric sample
- Design subn1ission period
- Product engineering evaluation
- Complete pre-costing
- Finalize construction/Quality specs.
- Product engineering final costing
- Advance breakdown to manufacturing
- Advertising agency development review
- Final Merchandise development review
- Initiate advertising garments
- Complete final pricing
- Complete sales plan
- Complete final yardage plan
- Complete sundries plan
- Establish manufacturing schedule
- Establish sales financial budget
- Finalize advertising concepts
- Final management line/Budget review
- Order/Complete sample markers
- Order/Complete sample program
- Start/stop graded pattern/marker
Order/complete sales promotion
- Final advertising meeting
- Finalise salesman booking targets
- Sales meeting
- Salesman selling program
- Start complete manufacturing program
- Key shipping dates
Line planning: Time consuming & expensive process
Shopping in world market for
- Fashion direction
- Fabrics
- Design ideas
- Sample garments
Review by all managers of the firm
- Current market inforn1ation
- Evaluate past performance of the line
- Brain storm f0r ideas for new season - help from clipping services, colour forecasting services
Line planning summary: Analysis of information during line planning
- Parameters for line development - limitations on the stock keeping units, fabrics, styles & colours
- Materials & production sourcing
- Product development
- Line presentation
Line preview: Numerous planning sessions are needed for review & edit line requirements & budget
- Proposed styles are evaluated
- Sales potential
- Cost effectiveness
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Participants