- Ambivalent
- Something that is ludicruous to begin with
- There are hidden persuaders to fashion- why women wear fur
- Fashion is news
- excites
- culture of the times
- has its own gatekeepers of information
- is a battle between utility vs. psychological obsolescence.
Uniqueness of Fashion Industry
- Psychological Obsolescence
- Faster turnover- 65% of new garment should get sold within 10-15 days
- seasonal nature of business- characterised by higher markdowns
- cyclical
- Dramatic and gigantic sales promotion
First Merchandising has to be done. Then sales takes place finally marketing is to happen
Merchandising Process
- Sample to
- Prototype to
- Product Specification to
- Production to
- Costing to
- Shipment to
- Reaches the shelf
- to sales man
- to customer
Merchandiser is the engine between design process and consumer
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