Fashion Marketing: Merchandise Management Strategy for Youkoso

This report provides an analysis of fashion merchandise management, focusing on its application to a hypothetical fashion firm named Youkoso. It explores the relationship between key elements such as planning, purchasing, and implementation within the context of fashion retail. The report emphasizes how effective merchandise management can create a positive brand perception and attract customers by offering appropriate colors, high-quality materials, and visually appealing product displays. It highlights the importance of understanding consumer behavior and stimulating emotional connections through product presentation. The analysis is supported by a mind map illustrating the interrelation of various elements and their impact on revenue generation for Youkoso. This student contributed document is available on Desklib, a platform offering a wide range of study resources for students.

Running head: FASHION MARKETING
FASHION MARKETING
Name of the Student:
Name of the University:
Author Note:

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FASHION MARKETING
Table of Contents
Relationship between elements:......................................................................................................2

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FASHION MARKETING
Relationship between elements:
It can be pointed out that all the elements of the fashion merchandise management are
interrelated to each other as shown in the mind map. Firstly, the first element namely, planning
would enable the fashion firm youkoso to create strong impression on the consumers. This
would consist of offering clothes of appropriate colours and shades which would attract the tastes
of the middle aged women. The appropriate use of colours in the products as per the preferences
of the middle aged female customers would enable the company to relate to them (RCO3 -
Branding strategy). Similarly, use of bright colours would enable firm to create a positive
perception of the range of products which the company can provide. Similarly, the second
element namely, purchasing of superior materials would enable in creating stronger perception
among customers. The buyers would be able to develop a fair idea about what the store outlet
would provide. Purchasing of appropriate and high quality materials would enable the company
to create strong impression among customers by providing high quality premium clothing
(RCO2 - Brand and the right product mix). This would enable the store create a strong
perception among the customers and attract more customers to buy clothes from it. This would
generate higher revenue for the company. The third element namely, implementation is heavily
dependent on the success of purchase and procurement of premium fabric. The product display
should make the female consumers feel confident and beautiful. The firm youkoso should
display a wide variety of apparel to create a strong perception among customers. Thus, it is
evident from the different element fashion merchandising management should facilitate the firm
to create positive perception among the customers (RCO1 - Meeting customer demand with the
right merchandise mix).

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FASHION MARKETING
Develop planning Purchasing Implementation
Attract passing
buyers
Marketing attracts
more customers
jmarketing and
manufacturing
High revenue generation of youkoso
Promotion and
control
Figure 1. Mind map of youkoso
(Source: Author)