Assuming that you are working in one fashion shoe and leather

goods manufacturer as a fashion merchandiser, state all the

necessary things you must consider to increase demand of the
product, promote the products/brand

Usually the product that you sell. Making your product is

the thing that brings you joy, the part of your biz you love doing
and the thing that inspired you to start your biz in the first
place. but often we put so much effort into making our products
and not enough into the things we are doing to promote our
products. And then we wonder why people aren’t knocking
down our doors to buy!

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Here are some tips to keep in mind…

your brand message

product images
product descriptions
pricing & packages
delivery
stand out
be consistent
branding
tell a story
deal with objections

PROMOTIONAL IDEAS TO INCREASE DEMAND OF THE

PRODUCT

your brand message

Your brand message needs to match your product, and the way
you show that product to the world. for instance if your brand
message is high quality, then don’t show poor quality snapshots of
your product. if your brand message is luxury, don’t just pop your
images on a Facebook page, create a gorgeous catalogue. if your
brand message is custom-made, one of a kind, make sure your images
are as well.

product
images
Your product images are one of the most
important parts of promoting your biz, so it is
well worth and investment of time or money to
be sure they are superb. take time to think
about the kinds of images that will match your
brand and find photographers or resources that

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will allow you to get those images. look to see what other, unrelated businesses are doing with
their images to find new inspiration. be sure your images match your brand message!

product descriptions
Product descriptions can be a tricky thing to
write, people either have not enough information or
they have way too many descriptors. just because
your item is hand-made, one-of-a-kind, custom
ordered and exquisitely detailed does not mean you
need to say all of those things at once! be clear, be
simple and just say exactly what you need people to
know. be sure your descriptions fit with your brand
message!

Depending on your product you may have a

number of choices on offer: colures, patterns, styles,
sizes, postage… and more! it can easily get very
complicated for a customer to figure out how to
choose what they would like. Find a way to make it simple for people to choose options and
before you publish your product prices & descriptions get a number of people to test it out, see if
you are being clear and simple.

pricing & packages

Like many biz builders you probably struggle with your pricing. we are often tempted to
price things low as a way to get customers. but it is very important that you do not sell on price.
affordable or cheap should not be your brand message. If that is the only reason people are
buying your thing, no one will stick around when someone else comes along and undercuts your
prices.

Take time to be sure your price matches your brand message and is competitive in your niche. if
you have product packages that you offer demonstrate the value people receive rather than how
affordable it is. if you have names for your different packages or pricing levels make sure those
match your brand too.

delivery
there are a lot of choices when it comes to how we market our products; with a number of
print options (flyers, catalogues, brochures, posters, post cards, print ads etc.) as well as online
options (websites, blogs, e-newsletters, Facebook pages, Flickr albums, online ads, etc.) we can
sometimes spread ourselves too thin, or take a free option that can be ineffective.

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Determine where your ideal clients will be most likely to look for information on your products
and focus on a few marketing strategies that will match your brand message. invest your time
and money into doing a few things really well, rather than trying to do all of them poorly.

stand out
If all of your competitors post flyers at the local
coffee shop hand out tri-fold brochures and have a
Facebook page, do something different to promote your
biz. Create a gorgeous online magazine, hand out mini-
cards with different product images on each (moo.com has
fantastic mini-cards), or display a stunning canvas collage
of your products at a trendy café. Look to what other
businesses outside of your niche are doing for inspiration.
Use your promotional materials to stand out from the
competition.

be consistent
Nothing dilutes a brand message or makes you look more unprofessional than
inconsistency. Whether you are promoting your products online or in print be consistent with
how you show your product – image styles, image sizes, image borders, font styles, font sizes,
background colures, additional design elements, watermarks… these are all places where
consistency will make your promotional materials look professional.

In addition, be sure you are being consistent across the methods you use; your Facebook
album should clearly match your online catalogue which should clearly match your e-flyer which
should clearly match your printed brochure.

branding
Not only do your promotional materials and
strategies need to match your brand message but you
should also use this as an opportunity to display the
look of your brand as well. use the colures, fonts &
designs of your branding in both your online and print
promotional materials. use your logo to watermark your
product images, and your brand colour as a border for
the images. the more consistent you are the more brand
recognition you achieve.

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 deal with objections
All customers have objections running
through their mind no matter what the purchase.
consider ahead of time what those objections could
be and use your promotional methods to deal with
them. Use your images, descriptions & pricing to
head off objections as well as being clear about
warrantees, return policies, care & maintenance etc.

tell a story
If you can tell a compelling story about your product your biz will be more memorable,
will be more likely to be talked about to others, and will be more interesting to buy from. try to
add at least a touch of storytelling to your promotional materials: get people to imagine
themselves buying and loving your products, get them interested in the background being your
products, or the reason why you do what you do.

However you choose to promote your products the keys are to be consistent with your brand, be
professional, and stand out. use this as an opportunity to let your biz and the products you sel l
shine!

PROMOTIONAL IDEAS TO
INCREASE DEMAND OF THE
PRODUCT:- Since more and more small businesses battle over the
same clientele each year, finding new and effective promotional ideas that work to target those
customers is critical. The line between success and failure often comes down to promotion – it’s
as simple as that. So how do you tackle the challenge of getting people to find out about your
service or product?

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Sometimes all you need is a good idea to give your
business a promotional boost. Here are some simple
ways to help thrust your product or organization into
the spotlight

 Sales promotion ideas

 Direct marketing/advertising ideas

 Publicity ideas

Sales promotion ideas

These are techniques that involve making a product or service more accessible or affordable, or
simply adding value.

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Offering a sale or discount can attract people to your product. But having too many can work
against you.

Have a sale – You can offer a holiday or other discount to either the general public or your
best customers. Just be careful not to offer too many; your customers might begin to wait
for a sale instead of buying things at regular price.
Hold a contest – Offer to automatically enter your customers into a contest when they
make a purchase. You could also offer your product as the price for one being held by other
small businesses. Either way, make sure that the contest revolves around you and your
product.
Give something away for free – Hand out samples of your product, promotional
products branded with your logo, or other gifts at a key location. This lets people experience
made a specific number of purchases.
Give discounts to targeted groups – This could be a specific club or association, or
simply a group of people who have attended a specific event.
Offer a trade-in – Reward customer loyalty by encouraging them to trade in their old
product for a discount on something new.
Point-of-sale displays – Present your in-store products in an unusual way. Stack them in
a huge pyramid, or use oddly shaped signs. If you have a window out front, create a wacky
display using mannequins or other fun objects.
Offer free shipping – The word “free” is always attractive to customers, and free
shipping is usually a reasonable discount.
Offer easy payments or installment plans – These are simple ideas that attract
customers by making your products more affordable.
Offer a group or referral discount – These are the sort of discounts that get people
talking. Encourage customers to share a deal with others, and they’ll do the promotional
work for you.
Bundle products or services together – Package no-selling products with your more
popular products. Giving a customer more for less both encourages them to buy and clears
your idle inventory.
Upsell - Highlight your more expensive products. Give those products more attention in
your store or on your website. Provide benefits and reasons why those products are better.
Cross-sell – Customers are more likely to buy from you again right after a purchase. This is
a great opportunity to cross-sell a complementary product.

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 Create coupons – Coupons can be advertised in coupon books or mail packets, or on
bulletin boards in high traffic areas. You can also add them to any marketing collateral that
you distribute, such as brochures or sale sheets.
Offer upgrades – Let customers know when there is an opportunity to upgrade a product
to make it better or add additional functions.
Sell replacement parts – Determine your product’s lifecycle and find out when it tends
to start getting worn out. Stay in contact with your customers to make it easier for them to
get the product fixed.
Offer guarantees - A guarantee helps inspire confidence in buyers and highlights your
integrity.
Easy return policy – Impulse buyers will be more likely to purchase items that they can
easily return later if they choose.
Free trial – Offer a free trial of your product so that potential buyers can become more
acquainted with it.
Business card coupon – Print the back of your business card so that it doubles as a
coupon. This will encourage people you meet to purchase from you as well.

Direct marketing/advertising ideas

Direct marketing and advertising persuades your audience to take action by targeting them in an
appealing, creative way. This could include video, audio, print or electronic media.

Vehicle advertising works by catching the viewer's eye in an unexpected way. Source:
dsigns.com

Use your car or truck – You can follow Nascar’s lead by covering your vehicle with vinyl
wrapping or magnetic signs that advertise your business.
Signs, banners and posters – Keep paper materials that promote sales, offers and promotions
close at hand, and use them when opportunities present themselves. Place them in public
places or get permission to display them in private businesses where people gather.

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Business cards – Always carry business cards with you and give them to new acquaintances,
close associates and anyone who might need to contact you. Give customers extra cards with
the incentive of a free service or discount when they refer someone they know to your business.
Promotional products – Printed custom products such as drink ware or key chains can be
given as gifts or used at a special event.
Brochures – Specialized brochures are a great place to feature a new product or service.
Postcards – Handwritten postcards are cheaper than letters, and are great for reaching out to
prospects. Try sending these for anniversaries, birthdays or holidays.
Newsletters – A newsletter allows you to communicate with prospects on a regular basis.
Direct mail – Catalogs, brochures, and other materials can be mailed directly to your prospects.
E-mail blasts- Create an eye-catching e-mail newsletter that piques people’s curiosity and
encourages them to subscribe.
Calendars- Create a promotional calendar featuring your products and other information about
your company.
Visual spectacle – Place something eye-catching outside your storefront, like balloons or an
“inflatable tube man.”
Sidewalk chalk – Write a creative marketing message in places where people are likely to see
it. Sidewalk chalk is especially popular on college campuses.
Hire an ad agency or marketing firm – You may want to entrust your company’s promotions
to professionals outside of your own company. Be sure to do research and find a firm with the
expertise you need.
Alternate-reality game – An ARG is like an elaborate scavenger hunt that ties in with your
product. It can take place either online or in real life. Participants might involve their friends and
attract even more people to your brand.
Automatic e-mails – Try setting up your e-commerce website so that it automatically sends
customers an e-mail when they abandon their shopping cart.
Create a commercial – Produce an ad to air on the radio, TV, cable, or even before a movie at
your local theater.
Newspaper or magazine ad – Take out ad space in a periodical to appeal to a specialized
audience.
Create a website - Even brick-and-mortar businesses can benefit from a professional website
with a memorable URL.
Web banner ads – Buy banner advertising on websites that target your specific market. One
popular idea is to include a trivia question in your ad and offer a discount or deal if the user gets
it right.
Viral video – A funny or impressive YouTube video can rapidly attract a huge audience.
Video testimonials – Ask appreciative customers to tell their story on camera and incorporate
these testimonials into your TV or YouTube campaign.
Jingle - Compose a catchy tune that’s sure to get stuck in people’s heads. Include it in your
radio, TV, or YouTube advertising.
Quick response code – Add a QR code (similar to a barcode) to your printed material so that
people can go directly to your website, add you as a contact, or take many other actions simply
by snapping a photo.
Outdoor advertising- Billboards and signs can direct people to your business from a unique
location. This could include an ad at your local sports area.

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 Windshield pamphlets – Place eye-catching fliers or postcards under the windshield wipers
of cars in a crowded parking lot.
Undercover marketing – You can artificially inspire “word of mouth” by hiring people to
discuss your product in social areas such as bars and nightclubs.
Use your voice mail – Your voice mail message is a great marketing opportunity to offer
special discounts or mention new products. You can even hire a professional voiceover artist
to record your message.
Customer testimonials – Collect these from satisfied customers and put them on your
marketing materials.
Dancing mascot – Have someone dress up in a silly costume and wave a sign promoting
your small business near a high-traffic street.
Social networking – Maintain a presence on Facebook, Twitter, or other internet social
networks. Only join the ones that you’ll have time to keep up with periodically.
Spotlight – Rent a big promotional searchlight for a few nights. These are very dramatic and
can attract people from miles away.
Bumper stickers – They’re not just for your car. Bumper stickers can be placed in public
spaces as a form of guerrilla marketing.
T-shirts – Create custom t-shirt with your company logo printed on them. Give them to your
staff to wear, and they’ll passively promote your company everywhere they go.
Say “thank you” – Follow up each purchase with a phone call, e-mail, or letter thanking the
customer for their purchase.

Publicity ideas
Publicity is a more subtle method used to alter your audience’s perception of your business and
product.

Talk to the press – Reaching out to the media about your product (especially if it’s of local
interest or part of a popular movement) is a great idea.
Offer free services to market leaders – Identify authoritative community leaders in your
industry and offer them free products or services. They just might return the favor.
Provide a tour – Offer a tour of your small business to local schools, and give the visiting
students a souvenir. Many kids will discuss the tour with their parents, which is free advertising
for you.
Produce a “how to” show – Book some airtime on local public access cable channels. You
might still have to pay for the rental of some equipment, but public airtime is free. Be sure to
promote the show in print or on your website, blog, or social media network.
Put on a demonstration – Demo your product for free at a related store or event.
Give back to the community- Volunteering or donating ensures that hundreds if not
thousands of people will hear about your business. You can volunteer as part of a non-profit
organization or offer your product or service to an event or fundraiser.

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Sponsoring or volunteering at a non-profit event both helps out your community and
enhances your company's image.

Attend special events – Showing up to events that people invite you to can help to foster
relationships and customer loyalty.
Sponsor an event - Support important events in your industry. Events where your clients or
prospects go to learn, grow and socialize are excellent opportunities to promote your busienss.
Put on an in-house event – Hold an open house, business anniversary or product demo day.
Invite your favorite customers and stage a visit by a local athlete, politician, news personality or
sports mascot. Consider seeing if a non-profit or special interest group would like to hold an
event in conjunction with your store.
Conduct a business forum – Put on a networking or educational event that will attract groups
of potential customers.
Write a book or article – An informative publication about your specific area of expertise can
help to cement your authority.
Write special reports, white pages, or an e-book – Electronic publications can be offered as
an incentive to people who come to your website and provide their e-mail adress.
Send out a press release – A press release is a great way to mark the occasion of new
products, employees, or promotions. be sure to change up the formatting of each press release
so that each one stands out. Always include employee quotes and images of what you are
promoting; both are integral to any journalist picking up your press release.
Attend trade shows – Trade shows and other events are a great place to meet potential
prospects. After you receive a business card from someone, write any important details about
them on the back as a reminder and reference point. Then follow up with that person later with
a personalized message.
Create a blog – Use your company blog to provide interesting information and lead users to
the rest of your site.
E-mail signature- Don’t forget to put your website URL (and maybe a short tagline or message)
in your e-mail signature. You’ll promote your small business with every e-mail you send.
Submit articles to online magazines – Writing guest posts for blogs in your field is a great
way to get your name out there.

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Create a podcast or video podcast – Video and audio is a unique and compelling way to
increase your web presence.
Comment on message boards and forums – Create posts on Internet forums related to your
industry. Valuable comments can help attract appreciative prospects.
Host or attend an online event – Web seminars or conferences are a great opportunity to
network.
Host a company gathering - A barbeque or group outing won’t just make your employees
happy. If they’re permitted to bring friends or family, it may attract them to your business as
well.
Flash mob- This is a fun promotional stunt that people love. Organize volunteers to do a dance
or other activity in a popular area at a specific time. Consider having someone videotape it and
then upload it to YouTube.

A dancing flash mob is a fun and unexpected way to attract attention from potential
customers. Source: vdrg dansschool

Holiday cards – Send your customers a promotional greeting card or e-card for the holidays.
Business partnerships – Form a bond with other small businesses in different industries. A
mutually beneficial partnership lets you cross-promote and target the same market together.
Attend a “career day” – Volunteer to give a speech or presentation at a career day at an
elementary, middle or high school.

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The require qualities of
fashion merchandisers
Fashion merchandisers need an eye for what's hot combined with business skills and a
thorough knowledge of the fashion industry. Merchandisers work in many different sectors of the
industry, including design, manufacturing, retail, advertising and publishing. The possible job
titles are also diverse, including merchandiser, buyer, manufacturer’s rep, fashion
coordinator, fashion director or store manager. Fashion merchandisers typically develop their
talents through degree programs, and then hone them in the workplace

1. Education
2. Internship Experience
3. Business Knowledge
4. Fashion Knowledge
5. Merchandising Ability
6. Personal Qualities

Adriana Canova Stock/Getty Images

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.

1. Education
Fashion merchandisers have a well-rounded education in both
business and fashion. Associate's and bachelor's degree programs
in fashion merchandising exist nationwide through colleges,
trade schools and design academies. You'll take classes in basic
accounting, business communication, color theory and basic
fashion design to help you learn the ins and outs of the industry.
While an associate’s degree will get your foot in the door, most
positions beyond entry-level require a bachelor’s degree

2. Internship Experience
In addition to a degree, many bachelor's degree programs
include internships or field work with manufacturers and retailers. Internships give students the
opportunity to put their knowledge to practical use, make industry contacts and be better-
equipped for jobs after graduation. For example, students at the University of Delaware receive
field training with companies such as Isaac Mizrahi, Fairchild Publications and The Gap. Part-
time jobs in retail fashion outlets are another way for students to gain experience and industry
contacts

3. Business Knowledge
Merchandisers need competence with computer software such as Excel, Access, Illustrator
and Photoshop. They must be able to follow a budget so they can purchase products on
advantageous terms and set prices that will turn a profit. They also need to have a
comprehensive view of the industry, including wholesale markets, different market segments,
customer psychology and merchandise control.

4. Fashion Knowledge
Merchandisers are well-versed in all aspects of fashion --
from garment construction to textile types. As a fashion
merchandiser, your job is to predict what consumers want
before they even step into the store, so the more know you
more about fashion, the better. Fashion shows, industry
magazines and industry blogs are all resources you should
take advantage of to keep you up-to-date in fashion trends so
you can make predictions that are spot-on. After all, stores
make it or break it based on inventory, so it's essential that
you're able to select merchandise that's sure to sell.

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5. Merchandising Ability
Fashion merchandisers are in charge of displaying clothing in a way that entices consumers to go
into stores. Once you've selected inventory and you're in the store, you need the know-how to tie
complete outfits together so that consumers are interested in buying more than just a single piece
of clothing. Your eye for detail will be put to the test as you build front window displays and
select the perfect accessories to complement display outfits.

6. Personal Qualities

i. Forecasting Ability
ii. Analytical Ability
iii. Communication Skills

A keen interest in people and a zeal for fashion are key attributes of fashion
merchandisers. They must be able communicators with strong skills in negotiation and
persuasion to get favorable deals from manufacturers and promote fashions successfully.
Problem-solving abilities are essential to devise strategies that sell fashions; management skills
and an ability to meet deadlines in a quick-moving environment are also essential.

Note : that a merchandiser's job often requires travel to visit manufacturers

and attend fashion shows.

i. Forecasting Ability

Fashion forecasting is a global career that focuses on upcoming trends. A fashion

forecaster predicts the colors, fabrics and styles that will be presented on the runway and in the
stores for the upcoming seasons. The concept applies to not one, but all levels of the fashion
industry including haute couture, ready-to-wear, mass market, and street wear. Fashion
forecasters are responsible for attracting consumers and helping retail businesses and designers
sell their brands. Today, fashion industry workers rely on the Internet to retrieve information on
new looks, hot colors, celebrity wardrobes, and designer collections.

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 While more methodical than fortune telling, fashion merchandising does require
forecasting ability. A thorough knowledge of past fashion trends and an awareness of current
industry developments will serve you well in a fashion merchandising career.

a. Long-term forecasting
b. Short-term forecasting
c. Responsibility for trend forecasting
a. Long-term forecasting
Long-term forecasting is the process of analyzing and evaluating trends that can be identified by
scanning a variety of sources for information. It is a fashion which lasts over two years. When
scanning the market and the consumers, fashion forecasters must follow demographics of certain
areas, both urban and suburban, as well as examine the impact on retail and its consumers due to
the economy, political system, environment, and culture. Long-term forecasting seeks to
identify: major changes in international and domestic demographics, shifts in the fashion
industry along with market structures, consumer expectations, values, and impulsion to buy, new
developments in technology and science, and shifts in the economic, political, and cultural
alliances between certain countries. There are many specialized marketing consultants that focus
on long-term forecasting and attend trade shows and other events that notify the industry on what
is to come. Any changes in demographics and psychographics that are to affect the consumers
needs and which will influence a company's business and particular [niche market] are
determined.

b. Short-term forecasting
Short-term forecasting focuses on current events both domestically and internationally as well as
pop culture in order to identify possible trends that can be communicated to the customer
through the seasonal color palette, fabric, and silhouette stories. It gives fashion a modern twist
to a classic look that intrigues our eyes. Some important areas to follow when scanning the
environment are: current events, art, sports, science and technology.

c. Responsibility for trend forecasting

Each retailer's trend forecasting varies and is mainly dependent upon whether the company is a
wholesale brand or private label developer. "Every season, there are hundreds of designers
showing breathtaking collections that the average consumer will never see. What does matter is
who sees them—the in-house designers and buyers at fast fashion retailers, people who are
paying close attention, identifying and predicting which styles, patterns and cuts will appeal to
the average woman." [2]

. Product developers may offer anywhere from two to six seasonal collections per year,
depending on the impact of fashion trends in a particular product category and price point.
Women's wear companies are more sensitive to the whims of fashion and may produce four to
six lines a year. Men's wear companies present two to four lines a year, and children's wear firms

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typically present three to four seasonal collections. For each season a collection is designed by
the product developers and is based on a specific theme, which is linked to the color and fabric
story.

A merchandiser also plays a key role in the direction of upcoming trends. Different from
developers, merchandisers have much more experience in buying and are knowledgeable in what
consumers will be looking for. The designer takes the particular trends and then determines the
styles, silhouettes and colors for the line and garments while creating an overall theme for the
particular season.

ii. Analytical Ability

Analytical skill is the ability to visualize, articulate, and solve both complex and uncomplicated
problems and concepts and make decisions that are sensible and based on available information.
Such skills include demonstration of the ability to apply logical thinking to gathering and
analyzing information, designing and testing solutions to problems, and formulating plans
Problem solving and analytical ability also come in handy in this field. A good sense of style
obviously helps you; however, you must also determine how things fit into a budget and whether
they meet the functional needs of consumers. Other criteria may also influence your fashion
merchandising decisions, so you will need to be able to analyze a complex set of issues and stand
behind your choices

. Although there is no question that analytical skills are essential, other skills are equally
required. For instance in systems analysis the systems analyst should focus on four sets of
analytical skills: systems thinking, organizational knowledge, problem identification, and
problem analyzing and solving.

It also can describe how one identifies a problem and subsequently works out the solutions.

iii. Communication Skills

Fashion merchandising also requires good
communication skills. From negotiating with
manufacturers to getting your marketing
message out to customers, there is ample
opportunity to exercise your powers of
communication in the fashion merchandising
field.

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Additional Skills
The world of fashion is a tough world to penetrate, and unless you are armed with the right tools,
you may never get in at all. It's a hard fact, but a thriving, dog-eat-dog industry has no room for
shy, timid and unlearned fashion wannabes

Now, if you love fashion and everything about it, you already have an edge, but this is not
enough. There are a lot facets in the fashion industry that you need to master or at least learn
more about to be able to equip you better before entering the scene.

Additionally, fashion merchandisers seek out the target market for a designer's clothing, such as
children's clothing stores, department stores or discount retailers

The final component of fashion merchandising is selling. A fashion merchandiser that works
with a designer is responsible for selling fashion items to stores, who then sells to consumers.
Again the merchandiser must have an idea about forecasting and market trends so they may give
their recommendation regarding production of the item. Creativity is important, because a
merchandiser must offer suggestions on how to display the items within the store. When a
fashion merchandiser works for a retail store, responsibilities include buying and presenting
fashion items within the store.

As a Fashion Merchandiser, your job is to connect Fashion with consumers. To reach that
goal, you may do a variety of tasks, including the following:

* Attending Fashion Shows

* Buying Fashions

* Negotiating with Suppliers and Manufacturers

* Managing Retail Outlets

* Setting up Store Displays

* Advertising and Marketing

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References
 www.google.com
 Wikipedia free encyclopedia
 Jim Riley 22nd April 2015
 QuickBooks Online
 Marketing: Introduction to Promotion (GCSE)
 Marketing: Direct Marketing to Customers (GCSE)
 Marketing: Sales Promotion (GCSE)
 Marketing: Advertising a Product or Service
(GCSE)
 http://www.ehow.com
 http://www.docs.com

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