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Week 10

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24 views22 pages

Week 10

Uploaded by

23-395.fys
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

THE FASHION

RETAILER
WEEK 10
INTODUCTION
 The success of a fashion designer is untimely in the hands of the
fashion retailers.

 Retailer: Selling directly to the end customer

 Retailers are responsible for successful distribution of fashion

 Some fashion retailer cater to the fashion conscious consumer at a very


expensive price

 Others cater to fashion conscious consumer, who wants the latest


designs at affordable price points
CLASSIFYING THE RETAILERS
 There are many types of retailers based on merchandise assortment
and method of operation.
 Different types of retailers are as follows:
1. Department Stores
2. Specialty Stores
3. Designer Boutiques
4. Off price retailers
5. Factory Outlets
6. Category Killers
7. Franchises and Licenses
8. Mass Merchandise Discounters
9. Online Retailers
DEPARTMNET STORE
 An outgrowth of a general store

 Wide range of merchandise in defined areas or departments

 Consumers are mainly attracted by fashion merchandise

 E.g. Sears built its reputation on appliances and tools but later on
shifted towards more fashion merchandise

 Departmental stores with strong fashion orientations are more


aggressive in terms of advertising and promotion
DEPARTMNET STORE
 Department stores generally feature fashion at many price points

 Each presented in a different area of the store

 One stop shop

 Department stores are a global phenomena but majority are in USA.


SPECIALTY STORE
 A store, specializing in one product category only

 Limited line stores

 Concentrate on one merchandise classification

 Wide assortment available

 Shopping is faster and convenient ‘


SPECIALTY STORE
DESIGNER BOUTIQUES
 Designers own stores

 Space constraints in department stores

 Department stores have limited budgets to buy limited merchandise

 In designer boutiques, designer can exhibit the entire collection

 The temptation of a customer to comparison shop is eliminated

 This concept has proven to be extremely profitable


DESIGNER BOUTIQUES
OFF PRICE RETAILERS
 Off price retailers buy late in the season, when manufacturers are
forced to close out their lines at reduced prices

 Sell products to customers at a reduced price

 For consumers who look for bargain fashion

 Many prestigious labels are found in the off price retailers

 E.g. T.J Maxx


OFF PRICE RETAILERS
FACTORY OUTLETS
 Stores to dispose of seasons leftovers and current slow selling items

 Fashion brand liquidate their inventories

 Usually away from the city

 Attracts bargain customers

 Kareem Block Market


CATEGORY KILLERS
 Stores like ‘Kids R Us’ or ‘Toys are Us’ are known as category killers or
specialty discounters.

 They carry large selection of one merchandise classification and


generally sell at discounted prices.

 They take away business from other stores that carry same
merchandise.
CATEGORY KILLERS
FRANCHISE AND LICENSES
 Operating a business with an established name and a recognized
product line.

 In return the company receives a fee and a percentage of sales

 Used by fast food companies a lot e.g. Macdonald’s, Burger King etc.

 Now, fashion retailers such as Ralph, Benetton, H&M etc. are also
offering similar agreements
FRANCHISE AND LICENSES
MASS MERCHANDISE DISCOUNTERS
 Emphasis is on price and value

 Customers make their own choice (Very limited personalized sales help
is available)

 Enormous volumes; Attractive for manufacturers

 E.g. Wal-Mart, Target, Khol’s


MASS MERCHANDISE DISCOUNTERS
ONLINE RETAILERS
 Website, Online and Internet

 For shoppers who are unable to visit the stores

 Brick and Mortar Vs. Brick and Click

 E.g. E-bay, Amazon, Daraz


RETAILER LOCATIONS
 The location where a fashion store is placed is really important.
 Rural / Urban
 Shopping Malls
 Festival Market places
 Clearance Discount centers
 High Fashion centers
ASSIGNMNET
 You are required to study a fashion company based in Pakistan. You may
begin by introducing the company.

 Next you must identify company’s target market and identify what type of
company it is

 Study the company in detail. The type of merchandise it carries, the


space, interior/ exterior, location of the company

 Categorize company's level of fashion forwardness e.g. Trend setter,


Fashion Follower, Main stream

 Present your findings as a power point presentation in class

 This is a group assignment

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