By: Dr. G.B. Karthikeyan, Dr. K.P. MalathiShiri and Ms.Karpagam
Introduction
The garment merchandiser is the person who integrates theassessment of raw material, fabric production and formal apparel production.Despite the substantial growth, the apparel market is still in its buddingphase. The continuous change of fashion and its trends, necessitated garmentmerchandisers in the level playing field.
The merchandiser is the communication link with the buyerand an exporter and the specific areas of his operation include skill andspeedy handling of enquiries of samples; costing packages or enquiriesreceived for which knowledge of fabric and accessories and their price quotacosts and CM's (cut and make) of garment is a must; prompt follow-up forquality and for meeting buyer's deadlines and follow up for shipping details.(Dinesh Hinduja).
A merchandiser as a follow-up person who also has theability to take decisions based on whatever information he has from variousquarters to achieve the objective of supplying the product to the satisfactionof the buyer and the situation demands the knowledge of costing, designing,procurement and market by adapting to changes (Saritha Hedge2). He is the onewho performs and delivers quality more faster on the salary scales whencompared to the others who are not very aggressive (Sonya 3).
To discharge the duties in sourcing and development,sampling and production efficiently, the merchandiser
needs to inculcate certain skills in sourcing, develop an eyefor new concepts, for product developments and create producers for timelydeliveries (Ashok Kunna4). Merchandising balances the styles in the line andis responsible for getting quick costs by taking advantage of opportunitiesthat can be added to store assortments (Colombe Nicholes5).
The profitability in the apparel industry long has beenequated with efficiency, but today efficiency does not necessarily yieldprofits if the garment cannot be marketed at the right price (BertrandFrank6). The merchandiser is now a top end executive and he needs to be a worldplayer with global thinking, translating the needs of the buyer by getting theright style at the right time (Andrew Khan). Team effort for the productdevelopment, answers the needs of the target market through continued marketresearch (Vass8).
A good merchandiser should have an understanding ofproduction methods, marketing techniques, styling and design functions,costing criteria, and also be a meticulous planner (Vamole9). in order to successfullyincorporate unique textiles into the lines; merchandiser must understand thecustomer base and what appeals to the customer base (Nathan Pincus10).
About the Authors
The authorsare associated with Hindusthan School of Management, Coimbatore and VLB College of Arts & Science, Coimbatore; respectively.
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