2007
Daily Definition of Merchandising- Do I Need a Merchandiser
Posted by: Fashion06 in Daily Definition, Promotion, Starting your own line |
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I received an email from one of our readers asking about a clothing company mentioning a merchandiser in an article when asked “what do you know now that you wish you knew 5 years ago” Barking Irons clothing line answered I wish I had a merchandiser.
Usually when thinking of a merchandiser people refer back to retail trade and the merchandising for store display. I think what the clothing line above was referring to is the planning involved in the promotion or marketing of a clothing companies brand to the right audience at the right time (Advertising). I recall merchandising being nothing more than a process in marketing involving the the sale of (your) garments to a customer. A merchandiser will usually help you (But not limited to) identify what avenues of selling are possible, in-store opportunities/promotions and how to reach that market through sales strategy, because they understand your clothing companies audience. They usually can help a clothing company drive targeted advertising campaigns and boost sales at retail.
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July 6th, 2007 at 4:23 pm
Hey Fred,
You covered that one pretty good, but you did not point out that many use the term “merchandiser” incorrectly.
For all intents and purposes, a merchandiser (or merchant) is the product manager overseeing a brand or line of clothing. Some companies have several merchants looking after different divisions. It is a varied role , as you describe. Most often a senior position, you need to to be well schooled on many (all)aspects of the industry. Think of it as general manager of that area. On a pay scale, you are in the upper echelon in terms of wages. Many are paid a bonus dependant on the brand’s performance. Subsequently, people move around a lot. It is really tough gig.
Where people misuse or misunderstand the role is usually on the production side. A production co-ordinator, or even a subordinate are often referred to “merchandisers”. Jr. Technical designers often are mislabelled too. People working within a manufacturing environment often refer to themselves as merchandisers.
Good post Fred.
July 7th, 2007 at 2:38 am
Great post Fred. Sorry for not providing more info, I’ve remembered where I found the interview:
http://www.psfk.com/2007/07/capsule-interview-series-barking-irons.html
The direct quote:
[i]If you could go back in time five years and give yourself some advice, what would it be?[/i]
“Holy sh*t. I?d punch myself in the face and say listen to me man!!! Invest in Google and get a f*cking MERCHANDISER!!! No, seriously there is a ton of sh*t I could have done better. But hey, that?s being young.”
And good info Thom!