11
Net Sales 383
Inventory Cost Calculations 384
Gross Margin 384
Expenses 384
Profi t/Loss 384
Comparative Analysis 385
Operating Ratios 385
Selling Space Performance 386
Other Sales Analysis 387
Expense Management 388
Pricing Considerations 388
Other Pricing Strategies 389
The Cost of Overbuying 390
Pricing Calculations 390
Markups 391
Price Reductions 392
Markdown Strategies 394
Maintained Markup 394
Various Pricing Strategies 394
20 Service, Safety,
and Security 397
Customer Service 398
Assessing Service Quality 400
Service Features 400
Loyalty Programs 405
Credit and Other Payment
Services 406
Retail Credit Cards 406
Other Electronic Processing 407
Safety 409
Customer Safety 410
Employee Safety 410
Security and Loss Prevention 411
Data Security 411
External Theft 411
Internal Theft 413
Loss Prevention Programs 414
Part 6 Part 6
Fashion Promotion Fashion Promotion
21 Fashion Promotion
Through Advertising
and the Press 418
Fashion Promotion 419
The Purposes of Fashion Promotion 419
Promotion Levels 419
Promotion Planning 420
Putting the Promotion Program
into Action 422
Calculating Total Promotion Expenses 423
Allocating Promotion Budgets 424
Promotion Ethics 424
Advertising 425
Purposes of Advertising 425
Types of Advertising 426
Using Advertising Agencies
and Freelancers 427
Advertising Strategy 428
Forms of Advertising Media 429
Developing Effective Print
Advertisements 434
Trends in Advertising 435
Public Relations 435
The Fashion Press 437
22 Visual
Merchandising 440
The Importance of Visual
Merchandising 441
The Store Interior 441
Selling Area Layout 442