Chapter 4 The Textile and Apparel Industry
95
Copyright Goodheart-Willcox Co., Inc.
A high school education could eventu-
ally lead to a merchandise manager’s job after
many years in retailing. However, a college
degree with a major in fashion merchandis-
ing, business, or marketing makes obtaining
employment and advancement easier.
Buyers
Buyers are responsible for selecting the
clothes and accessories to sell in the stores
they represent. They may go to major fash-
ion centers or markets several times a year.
After viewing manufacturers’ merchandise
at the market, buyers order the items and
amounts they want to be delivered to their
stores. Buyers who work for large stores or
chains of stores may travel worldwide looking for unusual merchandise for
their customers.
In a specialty shop, a buyer may be responsible for all the merchandise the
store sells. Large stores may have buyers for each department. In a small store,
the merchandise manager and buyer may be the same person.
Keeping records about what customers are buying in their stores is a
buyer’s major responsibility. Computerization allows buyers to update such
records quickly and easily. Buyers are interested in what styles, colors, and
sizes are selling best. A store’s profi ts depend largely on the decisions of its
buyers. If items do not sell, it may take lowering the price—possibly several
times—in order to move the merchandise. The store may not make any profi t,
or it may even lose money.
Buyers work closely with merchandise managers, display directors, fashion
coordinators, and sales associates. Everyone must work together to maintain
the image the store wants to present to the public. This image could be that of
an exclusive boutique, a high-end department store, or the best budget-priced
store in town.
A high school education is a must for buyers. However, postsecondary
education from a university, technical school, or fashion institute is best.
Business courses provide valuable background for the budgeting and pricing
buyers do. Training in display and advertising make a buyer’s job easier and
advancement faster.
Sales Associates
Sales associates are important employees in a store. They often develop
long-term relationships with devoted customers. They learn the tastes of these
customers and inform them when garments they might like arrive at the store.
Sales associates are the only store employees that most customers ever
meet. Customers are also pleased when sales associates can answer questions
about fabrics, fashions, garment construction, and care instructions. People
who work in the retail segment of the apparel industry must have strong pub-
lic-relations skills. Public relations is the maintenance of positive relationships
between organizations and consumers. Public-relations skills are important
4-8 Merchandise
managers are
responsible for
overseeing the
operations of one or
more departments
within a store.