Retailing And Merchandising In Textiles And Appare

Retailing and Merchandising in Textiles and Appare 3(2+1)

Lesson 30 : Fashion Auxiliary Services (Contd...)

Trade Publications

There is a special field of journalism known as business or trade publishing. Some business newspapers and magazines in the fashion field concern themselves with a particular classification of merchandise, from raw material to the sale of the finished product. These publications are not addressed to the ultimate consumer but to the fashion professionals concerned with the manufacturing and distribution of that mer­chandise. Typical examples are Textile World, and Bobbin magazine.

Electronic Media:
The impact of electronic media is tremendous, and the potential for new types and new uses in the fashion industry are almost without limits. Several forms are already familiar, and many others are in their infancy. All of these require a cadre of profes­sionals who prepare and present merchandise through these media.

• Television advertising is a powerful medium but expensive to use.
• Fashion videos have been useful in a number of ways.
• Videos have been used for in-store merchandising in another way by companies. Videotapes were sent from company headquarters to individual stores where local department managers made merchandise selections for their stores.
• Electronic kiosks have been used in a variety of ways in retail stores. Some of these simply run videotapes so the customer may view new products or to learn how to use certain items, such as creative ways to use scarfs. Other kiosks are interactive so customers can learn about merchandise or order specific sizes and styles. Lee Company has used interactive kiosks to help customers learn how to determine proper size and fit for jeans purchases. Some major bra manufacturers have also used this means to assist customers. Like other forms of electronic media, specialized pro­fessionals develop these units and adapt the technology to specific fashion products.
• Video conferencing is being used more and more in the industry. Saving the time and costs associated with travel, buyers now have the option to watch new lines presented at the California Mart without having to go there. Through video conferenc­ing, executives at Levi Strauss & CO.'s San Francisco headquarters can visit with plant managers at Levi plants across the country, or Levi executives at remote locations may be interactive participants in key company meetings held at the headquarters.
• Even the fax machine is used as a selling or solicitation device.
• Electronic media of various forms will play an increasingly important role in the fashion industry in the next millennium. These developments will not only change the way we do business but will also offer many new employment options for individu­als seeking careers in the industry.