By: Dr. G.B. Karthikeyan, Dr. K.P. MalathiShiri and Ms.
Karpagam
Introduction
The garment merchandiser is the person who integrates the
assessment of raw material, fabric production and formal apparel production.
Despite the substantial growth, the apparel market is still in its budding
phase. The continuous change of fashion and its trends, necessitated garment
merchandisers in the level playing field.
The merchandiser is the communication link with the buyer
and an exporter and the specific areas of his operation include skill and
speedy handling of enquiries of samples; costing packages or enquiries
received for which knowledge of fabric and accessories and their price quota
costs and CM's (cut and make) of garment is a must; prompt follow-up for
quality and for meeting buyer's deadlines and follow up for shipping details.
(Dinesh Hinduja).
A merchandiser as a follow-up person who also has the
ability to take decisions based on whatever information he has from various
quarters to achieve the objective of supplying the product to the satisfaction
of the buyer and the situation demands the knowledge of costing, designing,
procurement and market by adapting to changes (Saritha Hedge2). He is the one
who performs and delivers quality more faster on the salary scales when
compared 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 eye
for new concepts, for product developments and create producers for timely
deliveries (Ashok Kunna4). Merchandising balances the styles in the line and
is responsible for getting quick costs by taking advantage of opportunities
that can be added to store assortments (Colombe Nicholes5).
The profitability in the apparel industry long has been
equated with efficiency, but today efficiency does not necessarily yield
profits if the garment cannot be marketed at the right price (Bertrand
Frank6). The merchandiser is now a top end executive and he needs to be a world
player with global thinking, translating the needs of the buyer by getting the
right style at the right time (Andrew Khan). Team effort for the product
development, answers the needs of the target market through continued market
research (Vass8).
A good merchandiser should have an understanding of
production methods, marketing techniques, styling and design functions,
costing criteria, and also be a meticulous planner (Vamole9). in order to successfully
incorporate unique textiles into the lines; merchandiser must understand the
customer base and what appeals to the customer base (Nathan Pincus10).
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About the Authors
The authors
are associated with Hindusthan School of Management, Coimbatore and VLB College of Arts & Science, Coimbatore; respectively.
