Fashion Retailing
From Managing to Merchandising
Published on 15. May 2019
Book
Paperback/Softback
192 pages
978-1-350-12481-3 (ISBN)
Description
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.
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.
Reviews / Votes
Fashion Retailing is a must-read for anyone interested in a career in retailing. The visuals, case studies, and industry professional interviews aid learning and provide a realistic view into the retailing industry. This book will serve as a resource for years to come. -- Joi Pratt, Adjunct Professor at Berkeley College, New York, USA/ Retail Market Analyst at The NPD Group, Inc. Fashion Retailing is engaging; blending both information a student should feel surprised and inspired to learn, along with that sound and instructional information that only an industry professional could know. -- Lyn Caponera, Fashion Instructor, Parsons The New School for Design, New York, USA Fashion Retailing reads like today's students think. Add to this writing style a visual layout that is chock-full of lush images and the book becomes, dare I say it... a page turner! -- R. Scott French, Editor in Chief of TheFashionList.com, CFDA DesignerMore details
Series
Language
English
Place of publication
London
United Kingdom
Publishing group
Bloomsbury Publishing PLC
Target group
College/higher education
Illustrations
120 colour illus
Dimensions
Height: 230 mm
Width: 160 mm
Weight
430 gr
ISBN-13
978-1-350-12481-3 (9781350124813)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
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.
Content
Introduction
Chapter 1: What is retailing?
The history of retail
Understanding the difference between retailing and the retailer
Classification of retailers
On-site vs. off-site retailing
Multichannel retail approaches
Interview: Kyle Muller-Shop Owner
Case study: Harvey Nichols
Chapter 1 summary
Chapter 2: Retail consumer markets
Consumer behavior
Consumer demographics
Site selection and store location
Emerging domestic and international markets
Interview: Tate Ragland-Retail
Market Researcher
Case study: Target
Chapter 2 summary
Chapter 3: Retail corporate offices
Corporate offices and their role
Strategic planning
Supporting store teams
Ethics and corporate
Social responsibility
Interview: Jackie Mallon-Corporate Fashion Designer
Case study: American Apparel
Chapter 3 summary
Chapter 4: Store management
Store management and the back of house
Employee management
Store logistics
Merchandise controls and loss prevention
Interview: Shana Tabor-Vertically Integrated Retailer
Case study: All Saints
Chapter 4 summary
Chapter 5: Store Merchandising
Merchandising and the front of house
Merchandising vs. visual merchandising
Merchandising the store environment
Interview: Alfonso Paradinas-Merchandiser
Case study: Gap
Chapter 5 summary
Chapter 6: Trends in retailing
E-commerce and the online shopper
Mobile retail, pop-up, and concept shops
Retailer and designer collaborations
Technology in the retail sector
Interview: International Playground-Wholesaler and Retailer
Case study: ASOS
Chapter 6 summary
Conclusion
Glossary
Industry resources
Index
Acknowledgments and picture credits
Chapter 1: What is retailing?
The history of retail
Understanding the difference between retailing and the retailer
Classification of retailers
On-site vs. off-site retailing
Multichannel retail approaches
Interview: Kyle Muller-Shop Owner
Case study: Harvey Nichols
Chapter 1 summary
Chapter 2: Retail consumer markets
Consumer behavior
Consumer demographics
Site selection and store location
Emerging domestic and international markets
Interview: Tate Ragland-Retail
Market Researcher
Case study: Target
Chapter 2 summary
Chapter 3: Retail corporate offices
Corporate offices and their role
Strategic planning
Supporting store teams
Ethics and corporate
Social responsibility
Interview: Jackie Mallon-Corporate Fashion Designer
Case study: American Apparel
Chapter 3 summary
Chapter 4: Store management
Store management and the back of house
Employee management
Store logistics
Merchandise controls and loss prevention
Interview: Shana Tabor-Vertically Integrated Retailer
Case study: All Saints
Chapter 4 summary
Chapter 5: Store Merchandising
Merchandising and the front of house
Merchandising vs. visual merchandising
Merchandising the store environment
Interview: Alfonso Paradinas-Merchandiser
Case study: Gap
Chapter 5 summary
Chapter 6: Trends in retailing
E-commerce and the online shopper
Mobile retail, pop-up, and concept shops
Retailer and designer collaborations
Technology in the retail sector
Interview: International Playground-Wholesaler and Retailer
Case study: ASOS
Chapter 6 summary
Conclusion
Glossary
Industry resources
Index
Acknowledgments and picture credits