Page 18 - DMGT554_RETAIL_BUYING

Unit 1: The Buyer's Role

Notes
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Caution For fashion buyers, where change is a constant, accurate forecasting is a must.
While past sales help in forecasting, as do the experts in the field such as the fashion forecasters,
the buyer must have the ability to make his or her own judgments. Through continuous
communication with in-store personnel such as store and department managers, fashion directors,
and sales associates, the pulse of the customer can be felt. It is the customer who has particular
likes and dislikes, and with this information, accurate forecasts are more likely to be made.

Dedication

Working long, irregular hours is typical for buyers. Unlike those who work 9-to-5 days, buyers
cannot predict how long it will take to complete their obligations. During peak purchasing
periods such as market week, a period when fashion buyers make purchases for the next season,
and when in attendance at trade shows and expositions to see the new collections, the days are
extremely long. When high-volume selling periods such as Christmas time might require
working on the selling floor, there is no telling how many hours will be worked each day. The
opening of a new branch could necessitate many hours making certain that the inventories are
presented in the best possible arrangements on the selling floor and that displays are carefully
set. Only those dedicated to the job and able to endure these long days will go on to be successful
in their careers as buyers.

Appearance

Although presented at the end of this long list, a professional appearance is one quality without
which a buyer may not be successful. Whether on the selling floor or for
trips to vendor resources, the properly attired individual will make the best impression.
Proper grooming and dress give the buyer the edge in both of these situations. On the selling
floor, the buyer will serve as a role model for assistant buyers, department managers, and sales
associates. When interacting with the store’s customers, the better-groomed individual will
impart a positive image, and more than likely will help to gain the customers’ confidence.

Most of the major stores have a policy on proper dress so that a uniform image will be projected
by the buyers both in the store and in the wholesale markets.

Task Analyze the qualifications, qualities, and abilities required for a buying career.

1.1.4 Buyer’s Relationship with Management Personnel

The buyer interacts with different levels of management. Some are individuals in his or her own
division, both above and below him or her in the table of organization, or others who are
employed in other segments of the store’s structure. In addition to the Merchandising Division,
particularly in large retail organizations, interaction may be with those specializing in
advertising, visual merchandising, special events, store and department management, and human
resources.

Merchandising

The buyer’s superior in large chains and department stores is the divisional merchandise
manager. This executive is responsible for such tasks as disseminating the merchandise budget,

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