Fashion Retailing: From Managing to Merchandising (Basics Fashion Management) - Softcover

Koumbis, Dimitri

Softcover

ISBN 10: 1350124818 ISBN 13: 9781350124813

Publisher: Bloomsbury Visual Arts, 2019

Synopsis

Throughout modern history, retailers have opened their doors to consumers, providing them with goods and services that satisfy both rational and emotional needs. They do this by evoking a customer's sensory system, to create memorable experiences that will entice shoppers to visit again and again.

Starting with a brief overview of the history of retail, market research, site selection and retail typology are then discussed. The differences between on-site and off-site retailing are distinguished; and multi-channel approaches that have been used in retail test markets as a means to cost-effective growth within the industry are explored, with specific reference to how technology has created a new formula within a stagnant model.

Fashion Retailing further explores back-of-house functions, such as human resources (hiring, payroll, job descriptions and salaries) and loss prevention from a management standpoint. Front-of-house functions, including merchandising (product analysis, fixturing, fixture sales tracking), visual merchandising (seasonal displays, windows, mannequins), circulation patterns and the relationship between the merchandising and management teams in driving overall sales and brand image, are explored across different retailers.

Readers will gain a thorough understanding of how the retail model operates in an effort to continually capture the ever-changing market, as well as an insight into corporate social responsibility (CSR) and brand sustainability.

About this title

About the Author

Dimitri Koumbis has over 15 years of retail experience as a practitioner and educator, working in creative marketing and design management for fast fashion brands such as Urban Outfitters and Gap, Inc. Additionally, Dimitri is a retail consultant and strategist for emerging and SME brands within the US.

Edition details

• Publisher: Bloomsbury Visual Arts
• Publication date: 2019
• Language: English
• ISBN 10: 1350124818
• ISBN 13: 9781350124813
• Binding: Paperback
• Number of pages: 192