indirect selling
direct selling
promotion
advertising
publicity
visual merchandising
video merchandising
electronic
merchandising
channel of
distribution
fashion
merchandising
markup
markdowns
open-to-buy
resident buying
offi ces (RBOs)
private label
anchor stores
telecommunication
retailing
multi-channel
retailers
offshore sourcing
niche retailing
After studying this chapter, you will be able to
ä
describe fashion promotion in terms of advertising, publicity,
visual merchandising, and video merchandising.
ä
defi ne many retail terms.
ä
distinguish between different types of apparel outlets.
ä
discuss the pros and cons of retail imports.
ä
describe possibilities for the future in retail sales of apparel.
CHAPTER
7
Fashion
Promotion
and Retailing
125
Oand
nce textile and clothing items are designed and produced,
they must be sold. This is done with a combination of indirect
direct selling. Indirect selling is promotion to the general
public. Direct selling is the exchange of merchandise to individual
consumers in return for money or credit.
Promotion
Promotion is indirect, or nonpersonal, selling aimed at a large
general audience. It tries to catch the public’s eye by appealing to
the needs and wants of consumers. Promotion includes all efforts to
inform people about new and desirable products.