FASH 241 Lecture Notes - Lecture 2: Loyalty Marketing, Customer Retention, Private Label
3 Feb 2017
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Unit five: the retail level: the markets for fashion. Chapter nineteen: policies and strategies in fashion retailing. The six major merchandising policies that must be set by each retailer. The five operational policies that must be set by each retail store. The major strategies retailers are using to respond to customer concerns. The major trends in merchandising and operational policies. Merchandising policies are established to better target a retailer"s customer (6): Every retailer emphasizes one phase of the fashion cycle over the others. Intermediate level, concern for materials and workmanship but maintains price level. Serviceable level, material sand workmanship consistent with low prices. What people earn affect what they can spend. An assortment refers to the range of stock a retailer features. A store can feature a narrow and deep assortment in which it stocks relatively few styles but has them in many sizes and colors.
