Fashion Buying And Merchandising

Running Head: Fashion Buying And Merchandising
FASHION BUYING AND MERCHANDISING

Fashion Buying And Merchandising
Table of Contents
Introduction....................................................................................................................................................2
An Executive summary..................................................................................................................................4
Customer profile............................................................................................................................................5
Mood Board 1- Creative................................................................................................................................6
Mood Board 2- A Fashion Range..................................................................................................................6
Seasonal calendar for the sales dept in Retailer.............................................................................................8
Planogram......................................................................................................................................................8
Merchandise planning................................................................................................................................9
Promotion.....................................................................................................................................................11
Promotional launch event............................................................................................................................12
References....................................................................................................................................................13
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Fashion Buying And Merchandising
Introduction
Nowadays, fast changes in communication, transport, and media have made the global economy
more organized today than in any historical time of history. Moreover, no place is this more
apparent than in the realm of the textile manufacturers and garments distribution. In this way,
each customer desires several fashionables at a reasonable price (Swindley, 2012). The main
source of the cloths from different countries, such as China, India, Turkey and Bangladesh due to
lower labour cost and materials within these nations. So as to take care of the demand of the
customers, Primark works with the manufacturer all over the world.
In other words, Primark is the largest and well-known retailer sector of Ireland as well this
organization operating their business activities through a few nations, for example, Austria,
Ireland Germany, Belgium, (38 stores marked as Penneys), Spain, Portugal, the United Kingdom
and the Netherlands. In addition, the main headquarter of this organization is situated at Dublin
and they are likewise the backup of the British food processing company (Goworek, 2016). In
this way, Primark first started their business process in June 1969 in Mary Street of Dublin. In
this way, this clothes retailer has been mainly successful in a previous financial year, enjoying
speedy development across Europe. Besides that, the main source of clothes in Primark are from
several countries like Bangladesh, China, Vietnam and India wherever materials and also labour
costs are lower. In addition, this organization works with the numerous manufacturers from all
over the global market to deliver all consumers whichever they require. This organization mostly
launches their products through the Dublin and the launch of the collection will be in pennies in
Dundrum shopping centre the collection is aimed at teenagers.
Fig 1: PRIMARK Logo
Author developed
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Fashion Buying And Merchandising
In other words, the management of this organization intended to adopt their discount strategy
towards every customer into the ordinary market. Additionally, this organization has begun
targeting strategy between income consumers as well as challenging all the more
straightforwardly with Debenhams, Next and M&S (Jackson, 2012). In addition, Primark has
attained this in the number of approaches consisting with moving into high road location and
also town centre in greater, progressively rich locales. It never again targets only the low-income
client, and now says that its essential target market is “fashion conscious and young less than
35s" who need fashionable clothing at a reasonable price. Primark has been included in form
magazine "Vogue", as well as celebrities which have been seen wearing garments of Primark. As
strategic direction changes of Primark and this organization moves into the average market part,
it has understood that low costs alone won't be sufficient for progress against built up
organizations. Besides that, effective brand differentiation, the positive shopping experience,
product design and innovation and excellent customer service are for the most part basic.
Therefore, the organization culture of this company should change in the event that it is to
change from rebate to a standard retailer. The majority of the organization's stock is made
explicitly for the organization and thusly Primark has its own image names (Fiorito and
Fairhurst, 2013). There is one primary brand name which supplies the vast majority of the
fashion level in both ladies and menswear, which are included by different providers.
On the other hand, Primark is the unique and brilliant association with a statement of their
mission to advance the life of everybody with the fashionable garments in spite of social status.
Therefore, it developed as the real power within the British retail industry and contributing by
their low-cost esteem and incredible quality types products for every customer in the local
market in general and leaves an exceptional effect on the environmental, social and moral
conduct of individuals.
In this manner, Primark is the developing and exciting brand, which gives all consumer value for
money products. The organization has the operative supply chain, and making manufacturing
units in India, Bangladesh, China, Turkey, and so on, with retail outlets within Ireland, as well as
the UK and also others areas of Europe (Eppen and Iyer, 1997). The main guideline of the
business practice in Primark is to ensure that it delivers their shoppers with the value for money
of clothing while keeping up moral amassing benchmarks. However, it includes paying for
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