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Unit 1 Apparel and Fashion
Copyright Goodheart-Willcox Co., Inc.
The Retail Segment
The third segment in the textile and
apparel industry is the retail segment.
After the garments are through produc-
tion, they are ready for sale to consumers.
Retailers are businesses that buy garments
from manufacturers and sell them to cus-
tomers. Retailers include department stores,
discount chains, specialty stores (carrying
specifi c kinds of apparel), and online and
mail-order companies.
Fashion merchandising includes all
phases of planning, buying, and selling
apparel. It is the central function of retail-
ers. An important part of selling is fashion
promotion. Fashion promotion includes
advertising, setting up window and store
displays, and coordinating media publicity
and such special events as fashion shows.
The intention of these efforts is to increase
clothing sales and to move the merchandise
the retailer orders.
Fashion merchandising and promotion
involves many people. Some of their job
titles are merchandise managers, buyers, sales
associates, market researchers, fashion coordi-
nators, display directors, illustrators, writers,
and models.
Merchandise Managers
Merchandise managers are responsible
for the operation of one or more depart-
ments within a store. This could be women’s
coats, children’s wear, or men’s shoes. New
shops within the store, such as boutiques,
may be the result of creative merchandise
managers.
Merchandise managers plan seasonal sales, promotional sales, and special
events. They are responsible for deciding what merchandise to sell and at what
price. Long-range planning is necessary for successful events.
Merchandise managers work closely with sales associates to help them
keep their departments looking attractive and up-to-date, 4-8. In-service meet-
ings and training programs inform sales associates about the latest fashion
trends and new methods of selling merchandise. The merchandise managers
schedule these meetings.
Merchandise managers supervise and set budgets for the store’s buyers.
A budget tells the buyer how much money is available to spend at market for
new merchandise.
4-7 Tailors create
custom-made
garments for their
clients.