Fashion Merchandising

One thing a popular store can do to increase sales and attract more customers is expanding their merchandise. That is what Victoria’s Secret did. Victoria’s Secret is known for their lingerie. But now, they have the Pink line, which is becoming even more popular. They also have clothes, shoes, perfume, and makeup now. This is working well for VS because they have loyal customers. Therefore, they will buy anything that is sold at VS. They sell merchandise that they know their customers will like. It is important for retailers to know their target customer and understand their wants and needs. And this is what Victoria’s Secret does. Another good strategy that VS is doing is mailing out giftcards to their customers. This ensures that these customers will keep coming back to the stores to purchase more merchandise. I think Victoria’s Secret is doing an excellent job in keeping their loyal customers satisfied and attracting new customers.

Here are examples of the clothing from VS

http://www2.victoriassecret.com/commerce/application/prodDisplay/?namespace=productDisplay&origin=onlineProductDisplay.jsp&event=display&prnbr=8N-225619&page=1&cgname=OSCLOSXYZZZ&rfnbr=3367

http://www2.victoriassecret.com/commerce/application/prodDisplay/?namespace=productDisplay&origin=onlineProductDisplay.jsp&event=display&prnbr=8N-228096&page=1&cgname=OSCLOSXYZZZ&rfnbr=3367

Shoes:

http://www2.victoriassecret.com/commerce/application/prodDisplay/?namespace=productDisplay&origin=onlineProductDisplay.jsp&event=display&prnbr=8N-207476&page=1&cgname=OSSHUCSSZZZ&rfnbr=4783

PINK line:

http://www2.victoriassecret.com/commerce/application/prodDisplay/?namespace=productDisplay&origin=onlineProductDisplay.jsp&event=display&prnbr=8N-225166&page=1&cgname=OSPNKSPLHOO&rfnbr=4661

http://www2.victoriassecret.com/commerce/application/prodDisplay/?namespace=productDisplay&origin=onlineProductDisplay.jsp&event=display&prnbr=8N-224702&page=1&cgname=OSPNKDRSZZZ&rfnbr=4663

Posted by Katie C. at 03:13 PM | Comments (2) | TrackBack

We all know that accessories are a great way to update an outfit. Accessories are also a good way to purchase a little pieces of designer luxury if you aren’t the average millionaire who can afford it all. I’m a firm believer in mixing it up! You can rock a $20.00 H&M shirt, cute vintage jeans you scored at a garage sale, perhaps a pair of timeless summertime shoes you found in your closet, add a limited edition Coach handbag and bam…a unique chic style with a trendy touch. I found 5 HAUTE accessories just in time for spring!

1.) COACH ERGO PATENT LEATHER PLEATED FRAMED SATCHEL $398.00-$498.00

This bag is fabulous, and sure to be a Coach sell out! Not only does it come in eye popping colors like Pink, Navy ( in patent) and Vermillion ( regular leather), it also comes in more neutral colors like tan, white, black and signature fabric. ( Check out the above link for even more options!) The inside framed clasp closure is a lovely and functional touch. I love the addition of the pleating on the outside, and the pretty tattersal print lining! Priced just under $500.00, this is one affordable luxury bag that will last for many summers to come!

2.)Louis Vuitton Inclusion Ring- $225.00

When I first saw this ring, I instantly began reminiscing of middle school in the late 90’s, when resin and plastic bubble looking rings were a must have. I also feel a very 70’s flower child vibe, that makes me giddy for summer! This fun resin based ring mixes golden brassed LV monograms with swarovski crystals and comes in fun & flirty colors ( pink, parme, framboise, jaune, pomme d’amore). You can also pair this ring with the Louis Vuitton Inclusion bracelets in small and large.

3.)Dior Escrime Sunglasses-$350.00

Love these shades!! The over sized rimless tinted frames are paired with polished metal and resin arms with cut out detail and a Dior logo. Color choices are black and brown and the lenses are 100% UV protected. The Dior Escrime Sunglasses are a fierce way to protect your eyes during summer’s sunny days!

4.) COACH Spring Floral Scarf- $68.00

Tie it on a handbag, in your hair, around your head, put it around your neck or even tie it as a belt! Scarfs are a versatile way to add flavor to any outfit. COACH’s new Spring Floral Scarf is made of 100% imported silk. The signature pattern is layered with a beautiful floral print that looks as though it was hand painted on the scarf. Absolutely stunning, and affordable!

5.) Just Cavalli Silver Charm Necklace-$223.00

Turquoise & Silver jewelry is great for the summer months. Add that color combo to a tribal inspired charm necklace and you have this fantastic piece of jewelry from Just Cavali! The link chain necklace is made of polished silver tone brass and enamel , with an adjustable lobster clasp with charms that include: an engraved palm, logo, snakeskin-textured heart, cross and peace sign, enameled fang and fist, and turquoise beads. ( Check out the link above for additional must see views of this necklace!)

Posted by Jodi at 01:55 AM | Comments (1) | TrackBack

The key factors influencing the supply chain are globalization, technologies, consumer trends, and retail trends.

Globalization is the integration of textile and apparel. Free Trade Agreements, world economics, politics, and developing countries are all factors in globalization. Free Trade Agreements allow more liberal exchange of products among countries. World economics has to do with exchange rates and cost of importation. Developing countries do not have strong economic development. Textile apparel is big in developing countries because they are labor intensive and labor work is much cheaper there.

Technology is always changing and improving. Tech specs are being transmitted through computers and they have the ability to communicate to suppliers and retailers.

Consumer trends mean that people want clothes faster, cheaper, and better. Retailers want apparel faster due to new fashion statements, and they want the quality better.

There are new retail trends, like E-commerce, which is doing business electronically. Also, merging of department stores, like what happened to Kaufmann’s and Macy’s, are part of the retail trends. Also, wholesalers are becoming more popular, like BJ’s, Sam’s Club, and Costco.

The supply chain cycles are being forced to be more compressed and faster. And, consumer demands want things faster. The supply chain is also becoming more scrambled, and some stages are skipped. Retailers are being skipped and consumers shop at wholesaler clubs instead. An example of this is BJ’s Wholesale. They sell a variety of things from electronics to clothes to food. Sometimes, the retailer skips the wholesaler and goes to off-shore factories instead. Those off-shore factories can be mills, and subcontractors can have ownership with consolidators.

Posted by Katie C. at 02:44 PM | Comments (2) | TrackBack

I believe that the most influential promotion used is celebrity endoresement. That is what Macy’s is using for their advertising. I’m sure almost all of you have seen the Macy’s commercials that feature many celebrities. Some of the celebrities include Sean Combs, Martha Stewart, Usher, Donald Trump, Jessica Simpson, Tommy Hilfiger, Kenneth Cole, Marc Ecko, Emeril Lagasse, and more recently Carlos Santana and Mariah Carey. Macy’s is hoping that these celebrity-filled commercials will help attract more customers to shop at their stores and win them over. The ads may be fun and entertaining, but can they really help Macy’s boost their sales?

People who are fans of these celebrities are willing to buy the products that are associated with that celebrity.
Here are some of the products:

Mariah Carey

http://www1.macys.com/catalog/product/index.ognc?ID=273951&PseudoCat=se-xx-xx-xx.esn_results

Jessica Simpson

http://www1.macys.com/catalog/product/index.ognc?ID=291052&PseudoCat=se-xx-xx-xx.esn_results

Carlos Santana

http://www1.macys.com/catalog/product/index.ognc?ID=292933&PseudoCat=se-xx-xx-xx.esn_results

Tommy Hilfiger

http://www1.macys.com/catalog/product/index.ognc?ID=298064&PseudoCat=se-xx-xx-xx.esn_results

As you can see, the chart shows that the revenue and gross profit has increased in 2008.

http://hoovers.com/macy%27s/—ID__12493,ticker__M—/free-co-fin-factsheet.xhtml
So, it is possible that Macy’s new marketing campaign is part of the reason why the sales have gone up.

Posted by Katie C. at 04:08 PM | Comments (0) | TrackBack

In one of my fashion classes, I’ve been learning about the sourcing of products. In order to understand where products are made and distributed, you need to understand the elements of the Supply Chain.

The stages of the textile and apparel supply chain are manufacturer/contractor, wholesaler, retailer, and end consumer.
The manufacturer and contract apparel producer can also have subcontractors. The subcontractors bring in fabric, trim, and findings. Fabric mill agents and trim consolidators are also part of this group. The agents deal with the fabric mills that supply yarn or fiber. The trim consolidator deals with all the trimmings.

The next step in the supply chain is the wholesaler. The wholesaler can also be the manufacturer. The wholesaler can own brand licenses, like DKNY or Tommy Hilfiger. Wholesalers have expertise in the product. They deal with off-shore factories and inventory management.

The next step is the retailer. The retailer buys the merchandise from the wholesaler, and that merchandise will be sold in the retail stores. Retailers can be stores, non-stores, or e-tailers. Some non-store retailers are HSN, QVC, and catalogue. E-tailers sell their products electronically on the internet. Some examples are E-bay and Amazon.com.

The last step is the end consumer. The end consumer purchases the product for their own use.

Posted by Katie C. at 07:49 PM | Comments (0) | TrackBack

I read an article in the Buffalo News from February about the new fall fashion in New York City’s Fashion Week. This is the time for retailers to see what kind of styles and clothes they want to sell at their stores. This time around, it is hard for designers to get their clothes in the stores because retailers are becoming more concerned and involved about what they want to put in the stores. Due to intense competition, market saturation, a low valued dollar, and bleak economy, it is difficult for designers to sell their clothes in retail stores. There are so many designers to choose from, so it is hard for retailers to choose. It is most likely that the retailers would want the merchandise that they can get for a cheap price to sell at their stores. This is tough for designers because they probably want to sell to retailers at a high price so they can make a profit.

Also, these days, retailers are more interested in clothes that will give them an emotional feeling. Therefore, they want to be excited and moved about the new merchandise. Of course, retailers still sell all the timeless classics, but they get bored by those. That is why they are always looking for new clothes that are unique, different, and gives them a sense of emotion. Michael Fink, who works for Saks Fifth Avenue, was quoted saying, “It’s got to be emotion. A lot of that luxury product leaves me cold. It’s not anti-style; that’s not the right word but it becomes eternally classic and that appeals to a very small percentage of the population.” Therefore, designers are creating clothes that are emotional. Herve Leger is using nostalgia in the new clothes to move the people. This label popularized bandage dresses which creates emphasis on the woman’s assets. These were a huge deal in the 1980’s and were worn by actresses and Amazonian supermodels. Max Azria, entrepreneur of BCBG, will take use of the bandage dresses from Herve Leger and sell them at the BCBG stores because he is passionate about more femininity and the emphasis on a woman’s figure.


http://www.style.com/fashionshows/collections/F2008RTW/complete/thumb/HLEGER?trend=&page=4

From reading this article, I learned that retail stores are becoming more interested in what types of clothes they want to sell. Not only do they want to sell clothes that will entice their customers, but they also want to have a deep connection with these clothes.

Posted by Katie C. at 01:35 PM | Comments (2) | TrackBack