Merchandising is an important part of marketing. It is the
planning and supervision involved in marketing a particular product and making
it available at places, times, prices and in quantities that will best serve to
realize the marketing objectives of a business. It involves all activities
necessary to determine and satisfy the wants and needs of a consumer. It offers
the goods at a time and in a place where it can be conveniently purchased. The
products must be available in good quantities and in qualities. In textile
industry many methods of production are employed to produce products. The
techniques adopted to sell the products to consumers are referred as apparel
Merchandising deals with the selection, orders and purchase of
actual product. One must understand that demand is the foundation upon which
all retailers plan their merchandise. Merchandise is chosen carefully to best
serve the needs of the target market. The merchandiser requires special skills
which include, predicting what one will sell and when it well sell best. A
thorough knowledge of the merchandise that includes garment types, its details
and methods of production, qualities and finishes are prerequisites to
Apparel merchandising involves a constant watch of the production
of the apparel products. Merchandiser should be well aware of what a customer
wants this season and whether the product produced by the manufacturer is as
per the needs of the customer. He should inform the customer about the styles,
quantity and quality of the product required and the time when the goods will
reach the customer. Merchandising is the job where the merchandiser should have
a constant interface with production and see that the ultimate aim of
satisfying customer needs.
Merchandising may be defined as “All the planning and activities
involved in bringing the goods or merchandise for sales to the customers so
that it fulfils the customer needs ultimately brings customer satisfaction.”
The process of apparel merchandising may be defined as the development,
execution and delivery of a product line based upon the needs of a target
market. Merchandising is a process of creating merchandise (goods bought and
sold) based on a particular demand, whereas marketing is a process of supplying
this merchandise for the market.
Merchandising is the process through which products are planned,
developed, and presented to the identified target markets.
Marketing identifies the customer and determines what products to
offer to that customer and how to do so while meeting the financial return
objectives of the company. Sales are the operations that implement marketing
and merchandising activities by physically selling the line to the retail
customers according to marketing plans. Merchandising functions as a bridge
between the design and sales to fulfill the needs of the buyer. Marketing is
the management process through which goods and services move from concept to
the customer. As a practice, it consists in coordination of four elements
called 4P’s. This includes identification, selection, and development of a product,
determination of its price, selection of a distribution channel to reach
the customer’s place and the development and implementation of a promotional
According to American Marketing Association, merchandising
encompasses “planning involved in marketing the right merchandise or service at
the right place, at the right time, in the right quantities, and at the right
price”. Merchandising accomplishes six Rights to replenish the customer. They
Retailers should have the merchandise that customer wants.
Appropriate location of the merchandise is important since it
decides the accessibility.
Apparel purchases are mostly seasonal in nature and so must be
supplied promptly when it is most needed.
Required amount of inventory to get profitable sales volume.
Suitable price for the store to get profit and also to meet the
competition and customer expectations.
Right balance between the investment and the appeal created for