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“Fashion retailing, marketing, and merchandising” by John Major Essay


Women’s clothing industry generates huge revenue worldwide. Starting from procurement to production, women’s clothing industry has creative designers. Garment designers stay in business because of sales. The goal of every designer is to make profit while maintaining brand reputation.

The sale of a firm’s fabric requires fashion marketing strategy. The author defined fashion marketing as the management of a firm’s merchandise. The customer’s buying behavior and desire influence fashion marketing strategy.

Business managers use sales records, social media, customer feedback, and media attention to develop design patterns. The quality and durability of products motivate the customer. Thus, marketing managers are responsible for new designs to suit customer’s preferences.

The industry sells its products to customers or retailers. The business operation of a firm may regulate the sale of products directly to customers or sell the products as wholesale merchandise.

The method used for marketing depends on the company’s business policy. Public promotions and the social media network provide direct channels for the clothing industry. The channels create awareness of brand names and the company’s reputation.

The article described another marketing strategy which induces customers to buy a firm’s product. The marketing strategy is called merchandising. This strategy involves direct sales to a target customer at the right price and place. The strategy utilizes fashion trends about the customer to produce and stock fabrics at the right price.

Fabrics merchandizers require information technology to update rapid demand for trending garments. For example, a stock agent in Dubai can place an express order for the production of summer suits in China if he or she sees the demand. The stock agent will use data collected to forecast future demand.

The Internet has increased the retail channels of many fashion industries. Products are displayed on the company’s website while the online order platform is installed. Customers can purchase garments without waiting for the counter check and balance.

Although Internet use has its challenges, the point of sale method remains the best marketing strategy for fashion designers. Some challenges include the customer’s inability to verify the quality of the garment before purchase and the hurdles of garment return after purchase.

Fabrics merchandising provides customers with an easy method of purchase. Customers can buy products directly while saving transportation cost.

In the past, fashion specialists invited customers to view trending garments. Today, fashion designers organize events to showcase garments and fabrics. The designer invites artisans, journalist, celebrities, models, musicians and customers to view trending fashion. The event, though expensive, helps the organization in different ways.

Fashion shows give the customer a chance to meet the designer. The designer collects customer feedback during the show to make adjustments on its products. The event strengthens the firm’s brand name while sustaining its competitive advantage.

The competitive advantage of a firm will influence customer perception about the product. The firm can introduce discounts on excess products to promote brand recognition and reputation.

The article recognized fashion shows, merchandising and social media, Internet, wholesale and retail as channels of sale. The aim of the designer to sell ready-made garments can be achieved with these marketing tools. Customer perception, marketing strategy, and trending fashion control the production pattern in women’s clothing.

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IvyPanda. (2019, April 24). "Fashion retailing, marketing, and merchandising" by John Major. Retrieved from https://ivypanda.com/essays/fashion-retailing-marketing-and-merchandising-by-john-major/

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""Fashion retailing, marketing, and merchandising" by John Major." IvyPanda, 24 Apr. 2019, ivypanda.com/essays/fashion-retailing-marketing-and-merchandising-by-john-major/.

1. IvyPanda. ""Fashion retailing, marketing, and merchandising" by John Major." April 24, 2019. https://ivypanda.com/essays/fashion-retailing-marketing-and-merchandising-by-john-major/.


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IvyPanda. ""Fashion retailing, marketing, and merchandising" by John Major." April 24, 2019. https://ivypanda.com/essays/fashion-retailing-marketing-and-merchandising-by-john-major/.

References

IvyPanda. 2019. ""Fashion retailing, marketing, and merchandising" by John Major." April 24, 2019. https://ivypanda.com/essays/fashion-retailing-marketing-and-merchandising-by-john-major/.

References

IvyPanda. (2019) '"Fashion retailing, marketing, and merchandising" by John Major'. 24 April.

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