Export Merchandising Session 1.1
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Transcript of Export Merchandising Session 1.1
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8/6/2019 Export Merchandising Session 1.1
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Export merchandising
b.n.malar selvi
assoc. prof. fms
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Session 1
Introduction to Export merchandising
Meaning
Definition
Export merchandising
ManufacturingRole of a merchandiser
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FASHION
Excitement
Glamour
Change
Art
High stakes business
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Fashion Business requires
Talented executives
Keen sense of market place
Finely honed management skills
Critical decision making
Keep the profit
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Buying and selling commodities
Merchandising
Retail Merchandising
Selling products to the end customers for profit
Manufacturing Merchandising
ConceptualizationDevelopment
Procurement of raw materials
S i ( f d idi h d h
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Pre world war II
Only two seasons
Spring./ summer
Fall/ winter
Minimal changes in style
Raw materials like cotton, natural fiber, linen, silk
No risk of obsolescence
Apparel Industry Growth
1960 2000
Dramatic changes
Major public owned apparel producers - US
Sara leeCalvin Klein
VF corporation
Jones apparel group
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Apparel Industry Growth
Generalized structure
Marketing specialists
Product development specialists
Manufacturing specialist
Larger the business
More complex business requirements
Highly trained executive professional
Sophisticated apparel chain supply chain
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Five sectors
Fiber sector -
Textile sector
Finding sector
Apparel sector
Retail sector
Apparel Supply Chain
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Structural Changes in theApparel Industry
Stage 1
President
ManufacturingSales
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Fashion Buying
Stage 2
President
MarketingSales Manufacturing Finance &
administration
Advertising
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Fashion Merchandising
Stage 3
President /CEO
Marketing
Sales
Manufacturing Finance &
administration
Advertising Merchandising
Design
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Fashion Merchandising
Stage 4
President /CEO
Marketing
Sales
Manufacturing Finance &
administration
Advertising Design
Merchandising
Sourcing
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Fashion Merchandising
Stage 5
President /CEO
Marketing
Sales
Manufacturing Finance &
administration
Advertising Creative Design
Merchandising Sourcing
Technical Design Product Managers
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Private Label
Wal Mart
Targets
Sears
Kmart
JC Penny
FederatedKohls
Gap
Nordstrom
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Merchandising
The process of planning, developing and presenting
product lines for identified target market is called
merchandising
It is a necessary business process for most types of
products
Merchandising is the analysis and response to the
changes (transformations) and processes ( advances)
which occur in the planning, negotiation, acquisition and
selling of products/ services from their inception to their
reception and use by the target customers
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Merchandising
Andrew Kahn Chairman
Kahn Lucas Lancaster
Merchandisers are technicians rather than mere creators
Needs to a world player
Right style at the right time
Merchandising
Andrea Engel
President Eagles EyeMerchandisers should be responsible for design
Understand what the buyer wantsProduction sourcing
Good organizer
Excellent communication
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Merchandising
Bryan Eshelman
Kurt SalmonAssociates
Merchandisers should focus on product development
Speed to market
Replenishing verses constant change
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Profile of Todays
merchandiser
IntuitiveVerbal
AnalyticalCreative
Merchandiser
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Responsibilities of the Merchandiser
MERCHANDISER
Market Knowledge
Planning & ControlProductDevelopment
ProductAuthorization
Interface & Sales
MaterialManagement
Interface with
manufacturing
Sourcing
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Introduction to
Management
ProductManager
Market Knowledge
Planning & ControlProductDevelopment
ProductAuthorization
Interface & SalesInterface withmanufacturing
Sourcing
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Role of a Merchandiser
Market research
Planning and control
Line development
Costing and pricing strategy
Quality assurance
Supply chain management
Sourcing
Computing and advancement in
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