Textile and Clothing Merchandising
Course: TX 355
Course Outline
Lecture 01
Introduction
Textile and Clothing Merchandising
Course Objective
� Want to make participants able to handle
customer’s enquiries, costing and pricing,
sampling process, and formal coordination
with other departments as well as with
customers
Course Description
� Synopsis of textile and clothing
merchandising.
� Will adequately cover significant topics
related to textile and clothing merchandising.
� Main focus will be enquiries handling, product
pricing, and coordination with production
departments and fluent communication with
customers.
Teaching Methodology
� Class lectures
� Group discussion
� Seminars
� Presentations
� Industry Visit
Material
� Books
� Class notes
� Hand-outs
� Survey of the industry
� Interviews of industry leaders
� Net surfing
Assignments and Term Project
� Individual and group assignments
� Interaction with industry
� Independent industry visits
� Interview with industry leaders
Quizzes
� Announced and unannounced
� Concept base
� 30 minutes
� 6-8 in numbers
Attendance Policy
� Five classes missing means “Grade F”
� Five minutes late means no entrance in class
� Have to justify five minutes late
� Class will start at exact time INSHALLAH
� Missing of one class means losing one mark
Grading Policy
� Assignments: 12.5%
� Quizzes: 12.5%
� Midterms: 20%
� Project 15%
� Attendance: 10%
� Final: 35%
Lecture 02
� International Textile and Clothing Trade
� Share of different countries and Growth Rate
Lecture Three
� Performance of Pakistan Textile and Clothing
Industry
Description Value/Share (%)
Exports 67 % of total exports
(US $ 7.5 Billion)
Manufacturing 46% of total manufacturing
Employment 38 % of total employment
GDP 11 % of total GDP
Investment 31% of total investment
Market Capitalisation 8% of total market capitalisation
Taxes Million US $ 75.00
Salaries and Wages Million US $ 750.00
PTI Infrastructure
� Fiber Production
� Natural fiber mainly cotton
� Synthetic Mainly polyester
PTI Sectors
� Ginning
� Spinning
� Weaving
� Mill sector
� Non-mill sector
� Knitting
� Part of vertical set up
� Independent knitting mills
Wet Processing
Fiber and yarn
Knitted fabric
Woven fabric
Garment
Clothing
Made ups
Clothing
Clothing Accessories
Buttons
Zips
Stitching thread
Packing material
Labels etc
Textile Exports
1971-2 2003-4A verage
Growth Ratein 32 Years (%)
Share in
Total Export
in 1971- 72 (%)
Share in
Total Export in2002-03 (%)
Total Exports 590.7 12313 9.95
Total Textile exports 429.5 8253 9.67 72.8 67.03
C otton 200.5 48 -4.5 33.98 0.39
Yarn 127.5 1162 7.1 21.61 9.44
Fabric 81.5 1766 10.08 13.81 14.34
Tent & C anv as 1.9 75 12.17 0.32 0.61
Towels 6.1 404 21.1 1.03 3.28
Bed Wear 0.9 1800 26.81 0.15 14.62
O ther Made- Ups 1.2 520 20.89 0.2 4.22
Garments 3.2 993 19.63 0.54 8.06
Hosiery (knitted
garments)
3.2 1459 21.08 0.54 11.85
Textiles 4.2 80 9.6 0.39 0.65
Lecture 03
�Marketing and Merchandising
Merchandising
�The promotion of merchandise sales, as
by coordinating production and
marketing and developing advertising,
display, and sales strategies.
Marketing
� This is the process of planning and executing
the conception, pricing, promotion and
distribution of ideas, goods and services to
satisfy customers
Sale
� An exchange of goods, services, or other
property for money
Garment Industry
� Production Flow
Types of Production
� Order Based
� Market demand base
Market Demand Base
� Rare
� More common for basic items
� Mainly China is doing
Order Base
� Most common
� Brands have to follow this
� For special items
� For seasonal products
� For small orders
� For promotional items
Pakistan Garment Industry
� Mainly doing order base production
� Details are finalized by customer
� Designs are done by customer
� Supplier has to follow
Lecture 04
Role of Merchandising
Role of Merchandising
Working as a Bridge between Buyer and
Mill
Pakistan Textile Industry
� Working Procedure
Work Flow
� Fiber --- yarn ---fabric formation---wet
processing—clothing
Merchandiser and clothing mills
� Mainly merchandising are demanded by
clothing mills
� In other sectors mostly marketing people are
demanded since they are producing
according to market demand, while, clothing
sector is producing after getting an order
Types of Garment Mills
� Woven
� Knitted
Textile and Clothing
� Textile
� All products made of fiber but not ready to be
used by consumer, like, yarn, fiber, grey fabric
� Clothing
� All products ready to wear, like, shirts,
shorts, trousers, blouses etc
Products
� Woven garments
� Knitted garments
� Made ups
Merchandiser for a Clothing Mill
� A key person in the whole chain
� First person being contacted by buyer
� All liaison through merchandiser
� Senior person in the hierarchy
� Most experienced
Responsibilities of Merchandiser
� Close liaison with buyers, buying houses
� Keeping firm well informed about the market
situation
� Prediction about future market demands
� Receiving enquiries from buyers
� Cots calculation
� Offering prices
� Intimation to buyers about delivery time
� Confirmation about WO
� Keeping buyer update about production
status
� Passing all information to production people,
account departments and all other relevant
people
� Helping in conduction final audit
� Dealing with complaints and finally:
� Keep mill filled with suitable orders
Lecture 6 Required Communication
Skills
� Writing
� Speaking
� Presentation
Writing
� E mails
� Letters
� Faxes
� Reports
Speaking
� On phone
� In meeting
Presentation
� Reports
� Progress
� Profile of the firms
For all you need:
� Good command on English
� Reasonable typing speed
� Clarity in pronunciation
� Computer operation skills
� Internet application
� Mobile phone uses
� Chatting techniques
� Bidding techniques
Communication Flow
� Communication:
o The act of communicating; transmission
o The exchange of thoughts, messages, or
information, as by speech, signals,
writing, or behavior.
o Interpersonal rapport
Sender
Receiver
Feed back
� Consumer
� Retailer
� Whole seller
� Importers
� Buying agents (optional)
� Suppliers (exporters)
� Manufacturers/vendors
Sale Strategy
� Direct to Whole seller or importers
� Sale through buying houses
Direct Sale
� Importers
� Manufacturers
Indirect Sale
� Importers
� Buying House
� Exporters
Detail of Communication flow
� Importers merchandiser
� Head of account (importers)
� Buying House merchandiser
� Head of account (buying house)
� Head manufacturer merchandiser
� Head of account (manufacturer)
� Account merchandiser (manufacturers)
With in the mill
� Production planning and control
� Account department
� Quality assurance
� Procurement
� Any other relevant people
Ways of communication
� E-mails
� Faxes
� Phones
� Faxes
� Verbal
Communication issues
� Message not clear
� Incomplete message
� Late message
� To person not relevant
Cares in Communication
o Message should be clear
o Get receipt of the message
o Ensure message received by the person concerned
o Action as per communication
o Feed back on message
o Involve other people in communication (copy to many other people)
o Keep record of communication
o Write time and date on message while receiving
o Important: one should be responsible for wrong communication and you should not be this person
Letter Writing
�Clear
�Concise
�Correct
�Courteous
�Conversational
�Convincing
�Complete
� Effective letter writing boils down to knowing why you are writing a
letter, understanding your reader's needs and then clearly writing
what you need to say. Every letter should be clear, human, helpful
and as friendly as the topic allows. The best letters have a
conversational tone and read as if you were talking to your reader.
In brief then, discover the Seven-Cs of letter writing. You should be
Putting your reader first
� For all writers the most important people are their readers. If you
keep your readers in mind when you write, it will help you use
the right tone, appropriate language and include the right
amount of detail.
Ask questions to get a clear
picture of your readers.
� Who are my readers?
What do they already know about the subject?
What do they need to know?
Will they understand technical terms?
What information do they want?
What do I want them to do?
Keeping your business plan to the
point� Make a list of the topics you want to cover but don't worry about
the order.
Under each topic, list key words, examples, arguments and facts.
Review each topic in your outline for relevance to your aim and audience.
Cut out anything that's not relevant to your aim or audience.
Sort the information into the best order for your readers.
Getting the right tone to your
business letter
� Use Contractions
� Use Personal References
� So instead of writing:
� Our address records have been amended ...
� write
� We’ve changed your address in our records ...
� Instead of writing:
� The company policy is ...
� write
� Our policy is ...
Use Direct Questions
� Original: We would appreciate your advising us whether you
want to continue this account or transfer it.
� Redraft: Do you want to continue your account or transfer it?
Original: Please inform us whether payment against these
receipts will be in order.
� Redraft: Can we pay against these receipts?
Writing your business plan in
plain English� Use active verbs rather than passive verbs
� Passive: It was agreed by the committee...
Active: The committee agreed...
� Passive: At the last meeting a report was made by the
Secretary...
Active: At the last meeting the Secretary reported...
� Passive: This form should be signed and should be
returned to me.
Active: You should sign the form and return it to me.
Keep your sentence average length
low� I refer to my letter of 13th June and am writing to advise you that
if we do not receive your completed application form within the
next fourteen days, I shall have no alternative but to arrange
property insurance on the bank's block policy.
� (One Sentence—45 words)
Shorter Sentences
� I have not yet received your reply to my letter of 13th June. If we
do not receive your completed application form within fourteen
days, I shall have to arrange property insurance on the bank's
block policy.
� (Two sentences—13 words and 24 words)
Use simple words rather than
complex ones� As we noted in the preceding section, if you purchased
additional printer options, such as a second printer tray, it is a
requirement you verify its correct installation.
Simple words
� As we noted in the previous section, if you bought extra printer
equipment, such as a second printer tray, you must check you
install it correctly
Edit wordy phrases
� at a later date later
� at the present time now
� for the purpose of for
� have no alternative but must
Avoid jargon and technical terms
� Avoid abbreviations
Writing powerful headings for your
business letters� Banking code outlaws obsolescence for savings accounts
� Electronic banker offers taste of the future
� Euro-fish out of its depth
� FT-SE falls on foreign woes
� Kingfisher flies in the face of retail gloom
� Masters sells pub chain
� Whitbread stops 5,000-job plan
Conti---
� Why Have an Annual Review?
� Why Invest Your Lump Sum?
� Are You Paying Too Much Tax?
Writing a strong opening to your
business letter� Thank you for your letter of 8th March 1998, which has been
passed to me for my attention.
� I refer to previous correspondence in respect of the above and
note that to date we have not received your cheque for the
outstanding arrears.
� I write with reference to our telephone conversation yesterday
regarding the above matter
conti
� answer a question
� ask a question
� explain an action taken
� express pleasure or regret
� give information
standard phrases
� Further to my recent
� I am writing
� I refer to my letter dated
� I refer to previous correspondence
� I write in reference to
� In respect of the above
� Recent correspondence
� Regarding
� With reference to
� With regards to
Writing a strong close to your
business letter� I would again apologise for the delay in replying and I trust that
this has clarified the points you have raised, however, if you wish to discuss any points I have not clarified, or need any further information, you may wish to telephone or contact me accordingly.
� I look forward to hearing from you and in the meantime, should you have any queries, please do not hesitate to contact me.
� I regret that I cannot be of more assistance in this matter, and should you have any further queries, please do not hesitate to contact me.
overused business phrases
� Thanking you for your...
� Hoping for a prompt reply...
� Thanking you in advance for your assistance...
� Trusting this answers your questions...
� Please do not hesitate to contact me
� I trust this clarifies the situation
Conti--
� according to our records • on receipt of • after careful
consideration • please do not hesitate to• any further action •
please find enclosed • as you are aware • please forward• at
your earliest convenience • trust this is satisfactory • detailed
information• under separate cover• enclosed for your
information • upon receipt of • for your convenience • urgent
attention• further to • we acknowledge receipt • in receipt of •
we regret to advise
� Original:We trust this is satisfactory, but should you have any further questions please do not hesitate to contact us.
� Redraft:We hope you are happy with this arrangement but if you have any questions, please contact us.
� Original: Further to your recent communication. Please find enclosed the requested quotationK
� Redraft: Thank you for contacting us. I enclose the quotation you asked forK
� Hackneyed business phrases ruin a clear natural style; so avoid using them and choose your own words instead.
Business letter writing checklist
� Keep it Short
� Cut needless words and needless information.
� Cut stale phrases and redundant statements.
� Cut the first paragraph if it refers to previous correspondence.
� Cut the last paragraph if it asks for future correspondence.
Keep it Simple
� Use familiar words, short sentences and short paragraphs.
� Keep your subject matter as simple as possible.
� Keep related information together.
� Use a conversational style.
Keep it Strong
� Answer the reader's question in the first paragraph.
� Give your answer and then explain why.
� Use concrete words and examples.
� Keep to the subject.
Keep it Sincere
� Answer promptly.
� Be human and as friendly as possible.
� Write as if you were talking to your reader.
�
Website
� http://www.business-letter-writing.com/writing-a-business-letter-
examples/business-letter-checklist.html
�
� What interests or motivates them?
What prejudices do they have?
What worries or reassures them?
What will persuade them to my view?
What other arguments do I need to present?
How are they likely to react to what I say?
� If you imagine yourself in your reader's position, you're more likely to write a good letter.
�
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