Apparel Merchandising

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Apparel Merchandising

• Appendix 9a

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Goals for Appendix 9a
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Goals for Appendix 9a

• Understand Unique Characteristics of fashion
  retailing

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Goals for Appendix 9a

• Understand Unique Characteristics of fashion
  retailing
• Discuss the Fashion Life cycle

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Goals for Appendix 9a

• Understand Unique Characteristics of fashion
  retailing
• Discuss the Fashion Life cycle
• Understand a Stores fashion image

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Goals for Appendix 9a

• Understand Unique Characteristics of fashion
  retailing
• Discuss the Fashion Life cycle
• Understand a Stores fashion image
• Understand process of fashion adoption

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Fashion
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Fashion

• Aesthetic and emotional appeals are used in
  evaluating the object

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Fashion

• Aesthetic and emotional appeals are used in
  evaluating the object
• Object is accepted by a sizable segment of
  consumers

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Fashion

• Aesthetic and emotional appeals are used in
  evaluating the object
• Object is accepted by a sizable segment of
  consumers
• Fashion often identified specifically to apparel

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Fashion Life Cycle
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Fashion Life Cycle

• Five stage cycle

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Fashion Life Cycle

• Five stage cycle
• Fashion Leadership

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Fashion Life Cycle

• Five stage cycle
• Fashion Leadership
• Increasing social Visibility

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Fashion Life Cycle

• Five stage cycle
• Fashion Leadership
• Increasing social Visibility
• Conformity within and across social groups

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Fashion Life Cycle

• Five stage cycle
• Fashion Leadership
• Increasing social Visibility
• Conformity within and across social groups
• Social Saturation

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Fashion Life Cycle

• Five stage cycle
• Fashion Leadership
• Increasing social Visibility
• Conformity within and across social groups
• Social Saturation
• Decline and obsolescence

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Stores Fashion Image
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Stores Fashion Image

• Association with merchandise at specific stages
  of the fashion life cycle

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Stores Fashion Image

• Association with merchandise at specific stages
  of the fashion life cycle
• High Fashion - first two stages of life cycle

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Stores Fashion Image

• Association with merchandise at specific stages
  of the fashion life cycle
• High Fashion - first two stages of life cycle
• Mass Fashion - Middle of life cycle

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Stores Fashion Image

• Association with merchandise at specific stages
  of the fashion life cycle
• High Fashion - first two stages of life cycle
• Mass Fashion - Middle of life cycle
• Differentiation by product (brand), price or
  service

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Stores Fashion Image

• Association with merchandise at specific stages
  of the fashion life cycle
• High Fashion - first two stages of life cycle
• Mass Fashion - Middle of life cycle
• Differentiation by product (brand), price or
  service
• Close Out - End stages of life cycle

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Fashion Adoption and Diffusion
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Fashion Adoption and Diffusion

• Downward flow theory

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Fashion Adoption and Diffusion

• Downward flow theory
• Collective Selection theory

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Fashion Adoption and Diffusion

• Downward flow theory
• Collective Selection theory
• Subculture Leadership theory

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Fashion Adoption and Diffusion

• Downward flow theory
• Collective Selection theory
• Subculture Leadership theory
• Communication Models

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Fashion Adoption and Diffusion

• Downward flow theory
• Collective Selection theory
• Subculture Leadership theory
• Communication Models
• Influence of Technology

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Challenges of Fashion Retailing
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Challenges of Fashion Retailing

• Short product life cycles

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Challenges of Fashion Retailing

• Short product life cycles
• Broken (seasonal) product life cycles

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Challenges of Fashion Retailing

• Short product life cycles
• Broken (seasonal) product life cycles
• Symbolism of fashion purchases

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Challenges of Fashion Retailing

• Short product life cycles
• Broken (seasonal) product life cycles
• Symbolism of fashion purchases
• Identification of consumer fashion segments

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Challenges of Fashion Retailing

• Short product life cycles
• Broken (seasonal) product life cycles
• Symbolism of fashion purchases
• Identification of consumer fashion segments
• Developing assortment plans

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Challenges of Fashion Retailing

• Short product life cycles
• Broken (seasonal) product life cycles
• Symbolism of fashion purchases
• Identification of consumer fashion segments
• Developing assortment plans
• Retailer - supplier relationships

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Summary
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Summary

• Fashion Merchandise Management is very profitable
  area but complex

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Summary

• Fashion Merchandise Management is very profitable
  area but complex
• More so than in other areas of retailing the 4
  Ps of marketing are critical to fashion
  merchandise success