Merchandising is a process of selling services or merchandise such
as clothing, footwear, fashion accessories. The process of merchandising
starts with identifying target customers, setting a price for a particular
product, negotiation terms and finally delivering the product to the
customer. The process of fashion merchandising has many tasks &
One way of looking at the process of fashion merchandising is that merchandising
is any practice which contributes to the sale of products to a "retail
consumer". Another, and possibly better, definition is that, merchandising
is a set of activities for selling products, merchandise, service to the
"target customer" with the help of merchandiser.
The term does not have to specifically
used for the retail sector. Fashion merchandising can take place at
various other levels of the supply chain including at a manufacturing or
wholesale level, etc.
The fashion industry has several needs for merchandisers which go beyond
the retail segment of the industry. For example, wholesalers utilize
merchandisers to arrange women's fashion showrooms so that they are presentable
when buyers visit the office. Apparel manufacturers and wholesales
may also require the employment of a merchandiser for setting up booths
at trade shows or with the organization of their clothing collections.
At a retail in-store level, merchandising refers to the variety of products
available for sale and the display of those products in such a way that
it stimulates interest and entices customers to make a purchase.
To make a long story short, the womenswear market has a wide variety
of employment opportunities available in the field of merchandising
In the supply chain, merchandising is the practice of
making products in retail outlets available to consumers, primarily by stocking
shelves and displays.
In marketing, one of the definitions of merchandising
is the practice in which the brand or image from one product or service
is used to sell another. Trademarked brand names, logos, or character images
are licensed to manufacturers of products such as toys or clothing, which
then make items in or emblazoned with the image of the license, hoping they'll
sell better than the same item with no such image. For the owners of the
IP (intellectual property) in question, merchandising is a very popular
source of revenue, due to the low cost of letting a third party manufacture
the merchandise, while the IP owners collect the merchandising fees.
The most common adult-oriented merchandising is that related to professional
sports teams (and their players). A smaller niche in merchandising is the
marketing of more adult-oriented products in connection with similarly adult-oriented
films and TV shows. Sometimes a brand of non-media products can achieve
enough recognition and respect that simply putting its name or images on
a completely unrelated item can sell that item. In the women's fashion market
merchandising and marketing go hand in hand.