Page 19 - DMGT554_RETAIL_BUYING

Retail Buying

Notes setting goals for the division, and establishing a fashion image if the store has a fashion orientation.
The buyer seeks guidance and counsel from the divisional merchandise manager because most
likely he or she has served in a purchasing capacity and has the experience that could assist the
buyer in decision making.
Below the buyer are the assistants who help the buyers in many ways. Good communication
with these people will tell them exactly what is required of them and how they can better serve
the buyer’s needs.

In fashion organizations, fashion directors help apparel and accessories buyers with their future
purchasing plans. A good relationship with them will help with the difficult task of forecasting
which styles are likely to make the grade.

Advertising

Whether in a small single-unit operation or a large organization, the buyer usually has an
advertising responsibility. He or she doesn’t have anything to do with the artistic areas of the
broadcast or print media designs, but is generally the one who makes the merchandise selections.
Who better than the buyer to know which items should be promoted?
Through regular communication and a good working relationship with the advertising manager,
the buyer is likely to have ads placed that will assure his or her department of the proper
consumer exposure. Advertising is the best means by which a merchant “prospects” for customers.

Visual Merchandising

In most major department stores, chains, and independent single-unit operations, one of the
motivational devices used to attract shoppers to specific merchandise is visual merchandising.
Displaying specific products in windows and store interiors in a style that will capture the
shopper’s attention in an eye-appealing manner will result in purchases.
As in advertising, the merchandise selected for display is usually the buyer’s decision. Choosing
items to be featured in displays that are either trendsetting or are getting attention in the
editorial pages of leading consumer magazines (as in the case of fashion merchandise) or those
that are price competitive (as might be the case for any type of products) will help promote sales.
With the right merchandise selection and the appropriate display setting, good sellers may
become winners.

Special Events

Whether it is a fashion show, anniversary sale, or any special store promotion with a
merchandise orientation, the buyer is the one who selects the items to be used for the special
event. As with other promotional endeavors such as advertising and display, the insertion of the
right merchandise can contribute to more sales.

Store and Department Management

Although the buyer is often based in corporate headquarters, far from the store’s branches and
individual units, a good, steady relationship with the store or department managers is a must.
These are the people who learn firsthand about customer merchandise requests and complaints
and forward this information to the buyer to make adjustments to their inventories. These are
also the managers who might position the goods on the selling floor in a manner that will
enhance sales.

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