Chapter-5-Apparel-Marketing-&-Merchandising服装专业英语

[e-mail]1Chapter5ApparelMarketing&MerchandisingContents5.1Introduction5.2CasualWearMarketinChina5.3CaseAnalyzing--Baleno5.4TheApparelMerchandisingCycle[e-mail]2ImportanceMarketingtermsBrandsaboutcasualwearinChinaMarketingknowledgeGarmentCostingMerchandisingProcedure[e-mail]35.1IntroductionUnderstandingofarticle–fashionmarketing–globalfashions–designers'showrooms–retailfloor–consumers–apparel–Strategy/Tacticstrategy:Doingtherightthingtactic:Doingthingsright–apparelmerchandise–apparelsupply–supplier–[e-mail][e-mail]5functionofapparelmerchandising–Anticipatingthetrendandtheneedoffashionmarkets–Understandingtheroleofeachpartyinthechainofsupply–Merchandisingplans,suchasdesignfeatures,specification,qualityanddelivery,etc.–Preparingandconductingprocurementnegotiationwithsuppliers–Placingordersandexpeditingprogresstoensuretimelyproductionanddistribution–Monitoringproductionandinspection–[e-mail]65.2CasualWearMarketinChina5.2.1MarketBackground–consumers’purchasingpower–retailmarket–franchisingpolicy–fashiontrend–consumerpreference–China’sfashionmarket–Inapparelretailingindustry–[e-mail]7–DifferenceaboutthefashiontrendsandconsumerSouthernChina:ConsumersgeneratepurchaseimpulsefordesignorcolorofclothesandparticularlypreferthetasteofHongKongorTaiwan.CentralChina:ConsumersregardShanghaiasthecenteroffashiontrendandconsiderbrandimagethemostimportantfactor.NorthernChina:ConsumersaremoreaffectedbyJapaneseorKoreantastesandconsiderbrandimageandqualityequallyimportantfactors.SouthwesternandNorthwesternregion:ConsumersfollowthetrendofShanghaiandBeijingbutlay1-[e-mail]85.2.2StrategicPlanning–ClearCompanyMissionmissionstatementorganizationgoalmarketorientedmissionstatementretailingservice–SupportingObjectivemarketingobjectiveproductionmerchandisingdesign[e-mail]9–Co-coordinatedFunctionalStrategiesmarketingunitpricingpositiondistributionpromotionadvertisingretailing[e-mail]105.2.3PositionofCasualWear–foreigninvestors–garmentindustry–qualitymanagement–marketingtechniques–promotion–brand–Baleno–[e-mail]11–Bossini–Giordano–U2–Jeanwest–Esprit–Theme–Crocodile–Goldion–marketposition–[e-mail][e-mail]135.2.4FranchisingStrategy–franchising–expansionstrategy–jointventures–localenterprises–MainlandChina–overhead–productionefficiency–[e-mail]14–marketing–distributionstrategy–retailbusiness–licensing–franchisees–brandedproducts–contracts–uniquebusiness–[e-mail]155.3CaseAnalyzing--Baleno5.3.1AboutBaleno–fullcollection–casualwear–seniormanagement–“me-too”approach–“followerstrategy”–advantages–[e-mail]16–costefficient–hightrafficflow–outlets–self-ownedshops–franchisees–retailingservice–highquality–[e-mail]175.3.2PositioningandPromotion–franchisees–businesspartners–massapparel–fashiontrend–competitivepricing–qualityproducts–customers–purchasing–brandimage–stylish–[e-mail]185.3.3Franchising–marketingobjectives–expanding–marketleader–marketsegment–outlets–[e-mail]19–advantagesoffranchisingTobethemarketleaderintheyouthsegment;TopromoteandenhanceBaleno’simageofgoodquality,goodpriceandexcellentservice;Provideinformationsystemsincludingsalesinformationandinventorymanagement;TrainingprovidedtofranchiseesonBaleno’soperatingsystem;Siteselectionforbestlocationandfloorplandesign;Provide“Qualitymerchandise”tofranchisees;Nation-widemarketingcommunicationprogram;Adviceonmerchandiseselection;Customerservicemonitoringprogram.–[e-mail]20LecturingExercises–1.List10brandsofcasualwear,whichpromoteproductsintheChinesemarket.–2.Explainingthefollowingmerchandisingterms.Fashionmarketing[e-mail]215.4TheApparelMerchandisingCycleUnderstandingofarticle–merchandisingdepartment–ThefundamentalobjectivesofapparelmerchandisingprocessToplanandprocureconsistentapparelproducts;Toorganizecontinuityofsupplybymaintainingeffectiverelationshipswithsuppliersandbydevelopingothersupplysourceopportunities;Tomaintainco-operativerelationshipswithotherdepartments,providinginformationandadviceasnecessarytoensuretheeffectiveoperationoftheorganizationasawhole;Tomaintainupdatedinfo[e-mail][e-mail]235.4.1AnticipationofFashionTrend–fashionbegins–consumer–marketingstrategies–manufacturers–retailers–apparelproduct–environmentalopportunities–[e-mail]245.4.2DevelopmentofProduct–markettrends–designers–portfolioprogram–fashionfeatures–cutting–silhouette–texture–trimming–[e-mail][e-mail]26–CaseAnalyzing-CostsheetR&DSampleAccessoryFabricIn