1.

INTRODUCTION:
Merchandiser is the BRIDGE between the industry and the buyer. He have to look after every job like buying the raw material which is required to
finish the product, making the garment, finishing the garment, documentation, finally shipping. He is the responsible person to make the product. A
garment export unit generally has many department like stores, cutting, production, packing, checking etc. in which Merchandising department a
linking device of all. The job of a merchandiser is to co ordinate with the entire department in the office as well as the customers. The merchandiser is
the one who creates a good relationship in between exporter & buyer.

Apparel Industry
Merchandising is a specialized management functions within the fashion industry. It is the business that moves the world fashion from designers
showroom to retail sales floor and in to the hands of consumers. It is the internal planning that takes place within a retail organization in order ensures
adequate amount of merchandise are on hand to be sold at prices that the consumers are willing to pay to ensure a profitable operation.
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,

Taking responsibility for inspections and

Following shipment.

2.
EVALUATION
OF
MERCHANDISER
IN
GARMENT:
The concept of term Merchandising can be traced dated back from the early historic period when the emergence of the trade between the
countries. There are numerous notes about the existence and evolution of trade between the bigger civilizations in those periods like Greek, Roman,
Indian, Chinese, and Egypt .But during those days the meaning of the term merchandising confined merely to exchange of materials or commodities
which were availed from nature or produced from nature and they were not manufactured for specific purpose or specific customers. There was

exchange of materials which fulfills the basic needs of living like commodities, live stocks, textiles and luxurious items like gold diamonds, precious
stones etcEarlier days the production of goods was home based and family oriented which were not mass produced. In the industrial period, home
production was replaced by factory system and hand operations were replaced by machines. Mass productions were followed by large-scale
consumption.
The term Merchandising got its significance after the industrial revolution that emerged during the 20th century after World War 2 and particularly
during the period when there was a dramatic shift from Custom Made Tailoring to Ready Made Garments. During this period there was great demand
for product development. Merchandising evolved as a bridge between the design and sales to fill the needs. It got its further momentum when the
market
concept
which
give
more
impotence
to
the
customer
needs,
emerged
in
the
industry.
The period between 1960 and the early 2000 saw dramatic changes in the structure, focus and content of apparel companies particularly in U.S.
During 1970s there was a remarkable growth surge to the apparel industry which continued trough the 1980 and 1990. United States played a major
role
in
the
evaluation
of
merchandising
in
apparel
industry.
The necessity of merchandising lies essential due to the following factors:
1.

Dramatic growth,

2.

Complicated raw material & process,

3.

Complex network,

4.

Advent of new styles,

5.

Reduced Product Life Cycle,

6.

Textile innovations,

7.

Computer applications,

8.

Global transition

To achieve this level of different control while developing, executing and delivering a product line that meet the rapidly changing needs of target
market, it requires a very special management professional
which
considered
being a
Merchandising profession.
3. TYPES OF MERCHANDISERS:

Types of Merchandiser
3.1
FASHION
MERCHANDISER:
Fashion merchandising involves all the activities starting from the fashion forecasting, design and product development till to retail sales and this
also include production merchandising and retail merchandising. This will be taken care by the buyers part. Fashion merchandise includes items of
retail merchandise which have decorative value either with or without also having functional value. Fashion merchandise includes mostly item of
apparel
since
they
can
all
be
decorative
and
functional.
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.

Steps

Fig 2: Process flow of fashion merchandiser

elaborated

are

as

fallows;

Fashion Forecasting: It shows or direct the company new fashion presentation for the upcoming season, so that it can understand the new fashion
concept, the stores Merchandising approach and better help to their customer. Generally fashion prediction is done by the fashion direction in case of
big
organizations
and
by
owner
himself
in
case
of
small
organizations.
Design development: The design is developed based on themes using the element s of design such as color, texture, line, shape and fabrication and
adopting the principle of fashion such as proportion, balance, rhythm, emphasis and harmony. The design development should be practical which suits
the current trends & also feasible to convert into the finished product. Design development is mainly done on the requirement of number of lines and
groups
that
are
going
to
be
offered
by
the
company
for
the
particular
season.
Sample development: The collection of design created by the designers, the design which are having good potential are selected and taken for
sample
development.
Product specification: this information of will be useful in setting the product specification for the particular garment. A product specification will guide
the production department to develop and plan their merchandising and production planning and organize the thing for effective and efficient
production
of
the
merchandise.
Merchandising plan or policy: a fashion merchandising plan or policy is a long range standard for fashion buying and selling as well as for related
activities
like
sales
promotion.
Merchandising
plans
are
planned
several
months
before
the
selling
season.
Assortment planning: A merchandise assortment is a collection of various types, quantities and price of related merchandise usually grouped under
one classification within a department. A good assortment keeping will appeal a particular group of customers.
Buying: It is a very crucial activity of the fashion merchandising because this is the actual process of manufacturing the good and bringing them for
the
sales
at retail
stores. A buyers responsibilities
include
both
the
buying
and
selling
aspects
of
retailing.
3.2 APPAREL EXPORT MERCHANDISING:
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
(Six
Rights):
Right

Merchandise: Retailers

must

fill

their

shelves

with

the

merchandise

that

customer

wants.

Right Place: The location of the merchandise is of prime importance since it decides the accessibility. Much merchandise is seasonal in nature and
must
be
on
hand
when
it
is
most
needed.
Right

Time: Much

Right

Quantity: A

merchandise
profitable

is

balance

seasonal
between

in

nature

volume

of

and
sales

must
and

be

on

amount

hand
of

when

it

is

inventory

is

the

most
desired

needed.
goal.

Right Price: Merchandiser must arrive at a price that is high enough to give the store profit and yet low enough to meet the competition and
customers
expectations.
Right Promotion: Right balance between the investment and the appeal created for the customers.

Fig 3: Process flow in Apparel industries

The successful execution of any garment export order depends on the work performance of a merchandiser. Merchandiser is the person who plans
and coordinates all the activities right from the order procuring and till the shipment order. A merchandiser should have the comprehensive knowledge
of his work procedures and responsibilities so that he could perform his job efficiently and effectively. In the apparel export industry, a merchandiser
has
to
perform
the
following
functions;
Communication: It is one of the foremost functions of merchandiser because the merchandiser has to communicate with different levels of people in
his
day
to
day
activities.
Planning & Programming: A merchandiser has to check the order requirement, planning for the given order, programming for various activities,
proper
allocation
of
work
to
the
assistants.

Follow ups: It includes sending of samples at various stages of order, buyer and buyer house for sample and other approvals.
Decision making: A merchandiser has to make several decisions during the order processing like giving approvals like fabrics, color, design,
accessories, and packing, selection of suppliers and vendors, selection of buyers, sometimes time extensions for order shipment.
Sourcing & Purchasing: A merchandiser may have to do sourcing and purchasing for raw materials and accessories, suppliers and vendors, new
designs,
new
buyers.
Controlling: This is the crucial activities for any merchandiser. A merchandiser has to make sure that all the activities are carried out as per the
planning
and
even
if
there
is
any
deviation,
he/she
should
make
the
alternatives
measures.
Coordination: Merchandiser has to coordinate in such way to reduce the uncertainties and difficulties and if there is a problem arises, the
merchandiser has to support and lend helping hand in order to complete the task successfully in the given period. Both the controlling and
coordinating
activities
complement
each
other
and
a
merchandiser
has
to
adopt
the
both
accordingly,
Negotiation: It is the activity of convincing, compromising and cooperation which would benefit the both parties involved in the negotiation.
Costing: It is the process of estimating the expenditure of a given product and the subsequent price. It is another crucial function because mostly
order conformation depends on the price offered to the buyers. The merchandiser should know the current prices and rates of various products and
processes
to
do
the
accurate
costing.
Meeting: There are two types of meeting a merchandiser has to be involved. First type, a merchandiser has to conduct the meeting with the concern
department in charges to discuss about the proceedings and the status of the running order. In second type, a merchandiser has to attend the meeting
with
the
superiors
or
buyers
or
business
people
in
giving
reporting
or
participation
or
discussion.
Forecasting: Forecasting is the activity of predicting the future happenings or problems. A merchandiser has to predict the future uncertainties in the
current order or industry so that alternative actions or corrective measures can be taken in advance this also includes giving suggestion or ideas about
new
technologies
or
new
products
or
latest
industry
trends.
3.3 APPAREL RETAIL MERCHANDISER:
The word Retailer is originated from the French word retailen which means to cut again. Retail business involves cutting off a smaller part from a
big or large good or product and selling it to the end users. 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. A retailer is both a marketer and a customer and he creates place,
time and facilities to sell the goods. It is difficult, time consuming and expensive, hence the retailer takes risks through ownership.
Functions of a retail merchandiser

They provide personal services to all consumers.

They give two way information; from producer to consumer and vice versa.

They facilitate standardization and grading of goods.

They undertake physical movement and storage of goods.

They assemble goods from different suppliers and wholesalers.

They keep ready stock of goods to supply to consumers.

They extend credit facilities to the consumers.

They create demand by presenting window display, events etc.

They also undertake sales promotional activities.

They assume risk by stocking and providing goods to the consumers.

Modern day retail formats can be classified in to hypermarkets, supermarkets, discount stores convenience stores, department stores, specialty
stores, e-tailing and malls.
ORGANISATION STRUCTURE OF A RETAIL ORGANIZATION:

Fig 4

Fig 5 Apparel Retail Merchandising Process

TASKS
OF
A
RETAIL
MERCHANDISER:
1. Analyzing the local customers: Sales in a particular store will be determined by several factors. A retailer must consider these factors,

The geographical location of the store,

The population content of the area,

The social activities that the area offers,

The economical conditions and level of the local population,

The fashion influences of the particular population.

2. Selecting a fashion image: Every retail store has a retail image in the mind of customer irrelevant of the store want to have it or not. A retail
merchandiser should make use of this fact by creating his own stores image which would attract the customers. The type of fashion image they want
to
have
depends
on
the
type
of
target
customer
the
store
want
to
attract.

3. Buying the merchandise: Buying fashion merchandise for a retail store is not an easy job. It requires a lot of planning for budget, selection of
merchandise, selection of suppliers. Also it is important to decide on the quality of the goods to be ordered.
4. Receiving and stocking the merchandise: When the ordered goods arrive at the stores, it should be checked carefully for the quantities against
the shipping invoice or packing list sent by the supplier. The quantity of the goods received should be checked before they are sent for display or for
selling. After the goods are received and checked, then it should be marked or tagged and kept in stock for sales.
5. Display: The way in the merchandise is displayed is very important for sales. Good display always enhances the sales of the store and a poor
display may slow the sale of good merchandise. The stores image is based on the principle of use of space for display.
6. Sales promotion: Sales promotion is very much important to the successful sale of merchandise. Sales promotion refers to promotion of sale of
merchandise, services or ideas. It includes activities like advertising, publicity, visual displays, fashion shows, special events, personal selling etc.
7. Sales evaluation: Once the selling season is over, the next thing a store has to do is evaluate the sales of the season. This include analyzing the
sales by product wise, style wise, size and color wise, unsold items, fast sold goods, price line wise etc.
VISUAL MERCHANDISER:
Every customer wants to see the product before they do purchase. A store has to display the products what it has for sales. And the display should be
done in away so that it should attract the customer. Visual merchandising is an art of displaying the things in an attractive way so that it could attract
the attention of the customer and persuade them to buy the product. Visual statements made in the store windows are the customers first view with
the
store.
Function of a Visual merchandiser as follows;

Planning a merchandise themes,

Making the seasonal calendar of VM display,

Selection of merchandise for display,

Decisions on where to display and number of VM displays,

Arranging the VM display in concept with the supplier concepts,

Procuring and arranging of VM elements,

Evaluation of the VM effects foe future planning,

Comparison study of VM display of competitors, Forecasting.

MODERN
RETAILING:
The modern retailing in India is at the blooming stage with currently accounting to 5% in the total retail market in India. Organized retailing is growing
at the rate of 27% and by 2015 it is estimated that organized retailing would be US$ 110 billion, around 20% of the total retail market. The apparel and
clothing industry being positioned at the first place and also the spending on apparel and clothing among the customers are getting increased, it is
very important to study the changing behavior of customers.

Fig 6
4.
SCOPE
OF
MERCHANDISER
IN
FASHION
INDUSTRY
4.1.
Educational
Requirements
of
Merchandiser:
A degree in fashion merchandising is usually an intricate blend of Textile, fashion and business. Many traditional colleges and universities, as well as
art schools, offer targeted textile, fashion merchandising degree programs. Some individuals may prefer to specialize in specific areas of textile,
fashion merchandising, like marketing or buying, while others may prefer to do it all. Some retail stores also offer special fashion merchandising
training
programs
in
lieu
of
a
degree.
4.2.
Salary
Information
of Merchandiser:
Salary of local merchandiser is in range of 20,000-40,000 Rs. The average salary for fashion merchandiser, according to Simplyhired.com, is $47,000.
First-time retail workers make from $7 to $11 an hour. As a person goes on to become a manager, the salary will increase to about $16 per hour, as of
2009. Shipping, purchasing and fashion distribution workers will pull in an annual salary of $25,000 to $60,000. Those working for top-level fashion
stores
will
take
home
from
$70,000
to
$100,000.
4.3.
Experience:
Aside from working in clothing retail stores, interested fashion merchandisers are advised to take college courses to further their eye for fashion and to
combine that aspect with astute business knowledge. People who wish to advance at a rapid pace should have a good grasp of the fashion as well as
business side of merchandising. Typical classes offered to a potential fashion merchandiser include the history of fashion, business-oriented courses
and consumer research studies. To obtain an executive position, those interested will have a much better chance of getting hired with a master's
degree
in
business
combined
with
a
fashion-based
curriculum.
5.
CONCLUSION:
On this paper we have conclude that the merchandising is a growing up as well as important department for the garment industry. It has very good
scope
in
present
as
well
as
in
future&
also
has
greater
opportunities.
6. REFERENCES:
Books:
1.

FASHION- from concept to CONSUMER 4TH edition by Gini Steplens Frings

2.

QUALITY CHARATURUSATION OF APPAREL by dr. subrata das

3.

THE APPAREL INDUSTRY- second edition by Richard M. tones

4.

FASHION TECHNOLOGY- today & tomorrow by nirupaman pundir

5.

FASHION RETAILING- a multi-channel approach by ellen diamond

Read more: http://textilelearner.blogspot.com/2013/10/role-of-merchandiser-in-apparel-industry.html#ixzz48bEjrghR

Responsibilities Of A Garment Merchandiser

Merchandising
Merchandising is the department which mediates marketing and production departments. It isSpace optimization through effective Brand/Package allocation, focusing on gaining first
position, providing greatest exposure of brands to all consumers, creating a consistent, orderly and cleanappearance for the products, maximizing the use of POS to increase
consumer awareness of brandand promotions.
Introduction
Merchandising is a process through which products a re planned, developed, executed and presented to the buyer. It includes directing and overseeing
the development of product line fromstart to finish. Marketing and merchandising depart ment: Ateam of merchandisers and marketerswork together under a profit controls head.
Merchan disers handle the foreign buyers. The teamsare made according to the buyers being handled.Merchandising is the department which mediates marketing and
production departments. Sometimes, merchandising department will have to do costing and pricing also. In any case, themerchandiser is the person whose
responsibility is to execute the orders perfectly as per the costingand pricing. So it is a very valuable department. Following are
the main responsibilities of merchandisers.Two type of merchandising done in garment exports

Marketing merchandising.

Product merchandising.
Marketing merchandising
Main function of marketing merchandising is

Product Development

Costing

Ordering Marketing merchandising is to bring orders costly products development and it hasdirect contact with the buyer.
Responsibilities Of A Garment MerchandiserProduct merchandising
Product merchandising is done in the unit. This includes all the responsibilities from sourcing tofinishing i.e. first sample onwards, the products merchandising work start and ends till shipment.
A Merchandisers key responsibility is as follows:

Product Development

Market and product Analysis

Selling the concept

Booking orders

Confirming Deliveries

Designing and Sampling

Costing

Raw Material

Flow Monitoring

Production Follow Ups

Payments Follows

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

Taking responsibility for inspections and

Following up the shipment.

Internal & external communication
Earlier, we had seen the importance of communication with buyers. By the same way, internalcommunication is also very much valuable. As the other departments
will follow the instructionsgiven by the merchandising department, they have very high value. Other departments dont knowthe buyers instructions; they know only the
merchandising departments instructions. So it is the
Responsibilities Of A Garment Merchandiser
sole responsibility of merchandising department to instruct other departments the specificationsand instructions of buyers orders clearly.Even a small omission, mistake or
deviation of instruction may create big problems. Sometimes,they may not be correctable. Hence all the instructions to be double checked before being informedto other departments.
Prevention is better than cure.