Chapter 7 Fashion Promotion and Retailing
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Through the Internet, apparel manufac-
turers as well as retailers will increase their sales
directly to consumers around the world. More
consumers will have and use mobile apps and
other new technology, which will also become
more user-friendly. Online security systems and
encrypted credit card numbers will continue to
provide more confi dentiality and security for
shoppers. More screen-based catalogs and elec-
tronic shopping sites will continue to evolve.
Eventually, televisions and computers may
combine into one piece of electronic retailing
equipment. Body scanning, as shown in 7-17, will
collect individual sizing information electron-
ically. The information will be stored on smart
cards that can be updated as often as needed
and inserted like credit cards to be read.
Consumers will be able to redesign garments
they want electronically. Lengths, colors, and
patterns can be changed until the perfect fashion
selection is created. When garments are just right,
shoppers can see how they look in them with
virtual reality images of themselves on the
screen wearing the creations. When approved,
a radio-frequency transmission of data will
begin the fast computer manufacturing process.
The fi nished items will be shipped directly to
the consumers who ordered them.
Summary
Fashion promotion, or indirect selling, is
done through advertising, publicity, visual mer-
chandising, and video merchandising. Adver tising
is done locally, nationally, or cooperatively.
Public relations departments seek publicity by
distributing press kits. Visual merchandising
presents goods with displays, exhibits, and special
events. Videos and electronic merchandising
attract and educate shoppers, train salespeople,
and try to sell merchandise.
Retailing, or direct selling, completes the
apparel channel of distribution to consumers.
Retail vocabulary includes pricing, stock, and
purchasing terms. Retail buying is done in
New York City or regional apparel marts, often
assisted by resident buying offi ces. The mer-
chandise must be timed and priced for demand.
Product developers plan private label goods and
arrange for production of the items. Many business
details must be considered for retail success.
There are many types of apparel retail outlets.
Chain stores or branches of department stores
often serve as anchor stores in malls. Discount
stores sell large quantities of goods at low
prices. Specialty retailers cater to specifi c mar-
kets. Franchise stores have well-known names
and merchandise. Telecommunication retailing
and mail-order enable consumers to shop from
home and are increasing in popularity. Other
types of retail outlets include variety stores,
personal selling, and leased departments.
Retail merchandise will continue to be
sourced offshore. In the future, retailers will
provide more shopper effi ciency, entertainment
with shopping, and unique products for specifi c
consumer tastes. Both apparel manufacturers and
retailers will increase selling worldwide through
the Internet. Eventually, consumers will rede-
sign garments electronically for themselves.
7-17
Extensive body scanning research has been done by
apparel industry organizations and colleges. Here, Professor
Susan Ashdown works with a student to study women’s body
types using one of two scanners in the Department of Fiber
Science & Apparel Design at Cornell University.
The Cornell Body Scan Research Group/Gary Hodges, John Reis Photography