C:\fakepath\ied 21th january 2010
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Transcript of C:\fakepath\ied 21th january 2010
FASHION BUYING
Lesson 1
21st January 2010
Istituto Europeo di Design – IED Moda Lab
Course Overview
Mono-brand buyingpeculiar tasks of a buyer within the retail department of a
high-end fashion/luxury brand (buying for flagship stores, shop in shop, mono-brand franchising)
Multi-brand buyingpeculiar tasks of a buyer as a wholesale/independent client
purchasing from a fashion/luxury brand(buying for a medium-small boutique, concept store, department store)
Buying for an online business(buying for online/virtual store, pure players, etc.).
10.09.09 2
Buyer?
• Selects products (belonging to one/more collections)
• Builds an assortment (coherent, deep or broad)
• Considers/respects:– a given budget (reflecting a financial plan)
– sales analysis (previous and counter-season)
– company’s strategy/policy (stores)
– collection & brand mood (seasonal and not)
– market trends / market situation– press feedbacks (magazines, newspapers, blogs, style.com)
10.09.09 3
10.09.09 4
Buying Mono-brand vs.
Multi-brand (Retail) (Wholesale)
1 Brand n Brands
1/n Collection/s n Collections
Main
Pre-coll
Flash
Assortment Assortment
10.09.09 5
Buying Mono-brand vs. Multi-
brand (Retail) (Wholesale)
Retail Dept Buying Office
relates to relates toretail mgmt -merchandiser (style dept) – fashion
coordinator - press office –sales associates* -
visual merchandising*
head of buying, wholesale mgmt, showroom staff
visits
exhibitions, fashion weeks
Mono-brand Buying
Continuative Items - Carry forwards – Pre-Collection + Show + Flash
10.09.09 6
Multi-brand Buying
Coherent Assortment / Product Mix – Research – Imposed budgets
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10.09.09 8
Here comes Internet!
Different kinds of online stores:
– Online - Virtual Stores (Mono-brand)e.g.: gucci.com, valentino.com
– Multi-brand Online Stores (Pure Player)e.g.: net-a-porter.com, thecorner.com
– Multi-brand Stores with an e-commerce business
e.g.: luisaviaroma.com, matchesfashion.com, farfetch.com*
Buying for online stores
• “Online friendly” assortment + coherence with the mood of the brand/of the collection (mono-brand stores)
• “Easy to communicate” assortment + editorial contents (pure players)
• In store stock = online stock (multi-brand stores with a multi-brand business)
10.09.09 9
Personality…
10.09.09 10