Roles of Merchandiser in Merchandising profession

Concept Of Merchandising

Introduction:

Merchandising is a global process through which products are produced, sourced, and sold all over the world. Merchandisers must have leadership for the value chain (developing, distributing, and selling products) in a global market. Merchandisers need to see "the whole process" from product innovation through consumer satisfaction. This requires logical thought processes such as problem solving, decision-making, and resource management. It is a critical need for merchandisers at SFIL, which has strong business background, yet it also stays focused on fashion or other products that undergo continuous change in the consumer-driven market.

 Concept of Merchandising:

The term “merchandising” is well known to the person specially involved in garments trade. The term merchandising has been derived from the term “merchandise”. Merchandise means goods that are bought and sold. The term merchandiser may be defined as the person who merchandises the goods especially for export purposes. Garments merchandising means buying raw materials and accessories, producing required garments, maintaining required quality level and exporting the garments within schedule time frame.

Objectives of Merchandising:

Efficient Management of merchandising should ultimately result in the maximization of sales of products. In order to minimize cost Stated differently that the objectives of merchandising management consist of two

Counter-balancing parts: -

·         To maintain merchandising system for efficient and smooth production and sales operations.

·         To maintain a minimum cost to maximize profitability.

·         These two conflicting objectives of merchandising management can also be expressed in terms of cost and benefits associated with inventory. That the industry should minimize cost of product for increasing more sales and more profit

Function of Merchandiser in garment 

When an export order is placed to a merchandiser, he has to schedule the following

Main function to execute the export order perfectly in time.

1. Fabric requirement calculations.
2. Accessories requirements calculation
3. Sources of fabrics
4. Possible date of arrival of fabrics and accessories in the garments factory

5. Costing

6. Garments production planning

7. Pre shipment inspection schedule

8. Shipment document

 Merchandising process

The merchandising process starts with correspondence of buyer and the merchandiser.  In the very first step there is e-mail communication with the buyer. The buyers send an email with the design specification to the merchandiser to prepare the sample and costing. Then the prepared sample and costing of the sample is send to the buyer through e-mail. If the sample approved by the buyer then it is the turn for negotiate the costing.  After settle the price, the buyer sends contract and order sheet to the Stress Fashion International Limited and confirm the delivery time and way. During the time of confirming the order, the buyer opens L\C.

Marketing Practices of Merchandiser in Garment industry:

Pre Order marketing practices

1. Fore casting

2. Introducing

3. Order sourcing/supplies

4. Inquiry revive 

5. Liaison with Buyers Customers & Factory

6. Negotiation

7. Calculating costing of the product

Post order marketing practices

1. Sample and other approval

2. Raw material searching

3. Ensure a good quality of product

4. Follow up the production process

Role of Merchandiser in Garment industry

1. To collect order from the buyer.

2. To shipment the order in time.

3. To follow up the working of worker.

4. To determine the actual price of the product.

5. To improve the quality of the product.

6. To increase the goodwill of the textile.

7. To seek new buyers.

8. He is the responsibility person to make the product.

9. The merchandiser who creates a good relationship in between exporter & buyer

10. Merchandisers or Retailers are the ones who buy those manufactured products & sell them to their customers.

11. Merchandisers are the middle man between the buyer and manufacturer. Buyer wants to the product to produce and select the raw material of the cost of product. Totally all work to be carried and handle the only one person.

About Author:

Md. Sabbir Hossain

Department of Business Administration

Manarat International University