Transcript Fashion studies - Subharti Institute Of Fine Art and Fashion Designing

It
is commonly known that
fashion is big business, yet given
its global significance, little has
been written on the phenomenon of
the fashion system .
In the fashion industry, there are careers for
many people in many different jobs responsible
for the inspiration, conception, production,
sales, distribution and promotion of a fashion
product.
 Careers
at the Primary Level
 Careers in Textiles
 Careers in Manufacturing and Design
 Careers in Sales
 Careers in Retail Merchandising
 Careers in Retail Management
 Careers in Sales Promotion
 The
fashion industry and other industries are
comprised of businesses that have one of the three
common types of business organization:
 Proprietorship
 Partnership
 Corporation
A sole proprietorship is a business owned and
operated by one person
 Risk
 The owner takes responsibility for all assets owned;
personally liable for the company
 Taxes
 Taxed as personal income tax at a rate less than the
rate imposed on corporations
 Pros and Cons
 Owner has the freedom to operate as he or she feel
necessar

A
partnership is a business created through a
legal agreement between 2 or more people who are
jointly responsible for the success or failure of
the business
 Taxes
 Each
partner is taxed separately on individual tax
returns; must file an annual information return to
report income
 Personal
 Each
Liability
partner is personally liable for debts of the
partnership
A corporation is a business that is chartered by a
state and legally operates apart from the owner or
owners
 Stocks & Shareholders
 Corporations are traded on the stock exchange,
ownership is divided into shares of stock
 Taxes
 Profit if a corporation is taxed to both the
corporation and the shareholders when the profit is
distributed as dividends

 Risk
is the possibility that a loss can
occur as the result of a business
decision or activity
 For designers, there is risk that
someone will copy their designs and
produce apparel faster or less
expensively
NATURE
AND
SCOPE OF
MARKETING
 Main
objective of any business organizations is to
satisfy the needs and wants of the society.
 Production
or purchase is of no meaning if a firm
is unable to market its goods and services.
 Marketing
activities.
is the focal point of all business
 Marketing
is an ancient art and is everywhere.
 Formally
or informally , people and
organisations engage in a vast numbers of
activities could be called MARKETING.
 Good
marketing has become an increasingly
vital ingredient for business success .
 It is embedded in every thing we do –from the
clothes we wear , food we eat .
 The
term marketing has been derived from the
word “ MARKET “.
Market is a place or geographical area where
buyers and sellers meet and enter into
transactions involving transfer of ownership of
goods and services .
 Exchange
is the essence of marketing.
 Marketing starts and ends with customers .
 Modern marketing proceeds and succeeds
production .
 Goal oriented ,profit maximization through
satisfaction human needs.
 Is a system :INPUT
PROCESS
OUTPUT
 Marketing
has a very wide scope it scope it covers
all the activities from conception of idea as to
realize of profits . Some of them : Study of consumer wants and needs
 Study of consumer behavior
 Product planning development
 Branding
 Packaging
 Channels of distribution
 Pricing policies
Sales management
 Promotion
 Finance

CORE CONCEPTS
Traditional concept
 Modern concept

 The
most important asset of any organization
in its customers .
 Satisfied customers are the lifeblood of any
organization.
 Product’s perceived performance in delivering
value relative to buyer’s expectations is customer
satisfaction .
F ashion
MERCHANDISING
 Fashion
merchandising is the promotion of
apparel sales and involves all of the tasks
necessary to deliver the clothing requests and
meet the needs of potential customers and
designers. Fashion merchandising involves
developing campaigns, displays and
advertisements, directing manufacturing and
marketing as well as creating sales strategies
for the fashion industry or the retail
environment.
Following are the responsibilities of merchandisers
which gives importance to them;
 Internal & external communication,
 Sampling,
 Lab dips,
 Accessories & trims,
 Preparing internal order sheets,
 Preparing purchase orders,
 Advising and assisting production,
 Advising quality department about quality level,
 Mediating production and quality departments,
 Giving shipping instructions and following
shipping,
 Helping documentation department,

Export
Fashion
Retail
Types of
merchandising
 Fashion
merchandising refers to all the
planning and activities involved in bringing the
right fashion merchandising at the right place
at the right time with right quantity at the right
price and with right sales promotion. The fashion
apparel world exists between the designer and the
retail customer. The field of fashion
merchandising exists to service the designer –
customer relationship.
 Apparel
export merchandising may be defined as
‘all the planning & activities involved right from
the buyer communication & order receiving till
the execution or shipment of the order by
fulfilling the following factors .
 Retail
merchandising involves all the activities
related to direct selling of products or services to
the ultimate consumers or users of the product
for personal, non-business purpose. Retail
merchandiser sells products in less quantities
and they act as an inter mediator between the
ultimate consumers and wholesalers.
 Process
of retail merchandising
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