11
Inventory Cost Calculations 382
Gross Margin 382
Expenses 382
Profi t/Loss 382
Comparative Analysis 383
Operating Ratios 383
Selling Space Performance 384
Other Sales Analysis 385
Expense Management 386
Pricing Considerations 386
Other Pricing Strategies 387
The Cost of Overbuying 388
Pricing Calculations 388
Markups 389
Price Reductions 390
Markdown Strategies 392
Maintained Markup 392
20 Service, Safety,
and Security 395
Customer Service 396
Assessing Service Quality 398
Service Features 398
Loyalty Programs 403
Credit and Other Payment
Services 404
Retail Credit Cards 404
Retail-Affi liated Credit Card Banks 405
Other Electronic Processing 405
Safety 408
Customer Safety 408
Employee Safety 409
Security and Loss Prevention 409
External Theft 409
Internal Theft 411
Loss Prevention Programs 412
Part 6 Part 6
Fashion Promotion Fashion Promotion
21 Fashion Promotion
Through Advertising
and the Press 416
Fashion Promotion 417
The Purposes of Fashion Promotion 417
Promotion Levels 417
Promotion Planning 418
Putting the Promotion Program
into Action 420
Calculating Total Promotion Expenses 421
Allocating Promotion Budgets 422
Promotion Ethics 422
Advertising 423
Purposes of Advertising 423
Types of Advertising 424
Using Advertising Agencies
and Freelancers 425
Advertising Strategy 426
Forms of Advertising Media 427
Developing Effective Print
Advertisements 432
Public Relations 433
The Fashion Press 434
22 Visual
Merchandising 438
The Importance of Visual
Merchandising 439
The Store Interior 439
Selling Area Layout 440
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