Fashion Marketing vs Fashion Merchandising
If you’ve been researching fashion merchandising and fashion marketing, you might find that there is some overlap in the way they’re described. You might be confused about what exactly the differences are between the two fields, if any. Read on for more about the differences between fashion marketing and fashion merchandising.
The Difference Between Fashion Marketing & Fashion Merchandising
If fashion marketing can be summed up in one word, it’s advertising. The goal of fashion marketing is to identify target consumers and develop promotion strategies that encourage the targeted audience to buy a product. Fashion marketers may also set product prices and plan distribution, however fashion marketers typically focus on promoting the product to the consumer.
Compared to fashion marketing, the term fashion merchandising encompasses a broader swath of the fashion industry. In fact, fashion merchandising involves virtually every point of the fashion industry, from design to sales. Fashion merchandisers seek to increase profits through trend analysis, buying and inventory management, as well as marketing.
What Does a Fashion Marketer Do?
What a fashion marketer does on a day-to-day basis largely depends on their specific company and position. A fashion marketer may be involved in one or all of the following:
Market Research and Analysis
Researching fashion trends and consumer habits is imperative to understanding potential customers and how to best advertise to them.
Brand Design and Development
Creating a consistent story and imagery for a brand builds consumers’ interest and trust in the brand.
Develop and Manage Advertising Campaigns
Creating advertising that resonates with the target audience and planning the distribution of advertisements across advertising platforms is key to a successful advertising campaign.
Pricing and Distribution
Studying how products are selling and determining where and at what price products should be sold may be a part of a fashion marketer’s duties.
What Does a Fashion Merchandiser Do?
Since fashion merchandising is a broad term, job duties can vary considerably from one position to another. One fashion merchandiser may work closely with designers to ensure the products will be attractive to the target market. Another fashion merchandiser may focus on the distribution of products to consumers. Key responsibilities of a fashion merchandiser usually include at least one of the following:
Fashion Trend Analysis and Forecasting
Keeping up with the latest fashion news, attending fashion shows, communicating with fashion designers, and combining industry information with quantitative analysis are critical to forecasting consumer demand.
Buying and Pricing Merchandise
Working within a budget, a fashion merchandiser negotiates with manufacturers and designers on pricing and stocks stores according to anticipated consumer demand.
Marketing and Promotion
Drawing customers into stores with promotions, marketing campaigns, store displays, and sales strategies may be the responsibility of a fashion merchandiser.
Examples of Fashion Marketing Careers
While a fashion marketer will be responsible for coming up with effective ways to promote products to customers, a career in this field can take a number of forms. Fashion marketing professionals may find themselves working under various job titles, such as:
Fashion Marketing Manager / Director
Fashion marketing managers and directors lead branding initiatives and creating advertising campaigns for fashion businesses.
More than just buying products, fashion buyers interpret fashion trends and perform qualitative and qualitative research to predict customer demand.
Blending creativity with quantitative research, a store planner anticipates the best placement for displays and products to increase sales.
Examples of Fashion Merchandising Careers
A degree in fashion merchandising can be a springboard for several career paths in the fashion industry. Fashion merchandising professionals may be more focused on the management or promotional side of the business. Some possible job titles include:
Keeping on top of the fashion trends and making data-driven business decisions, fashion buyers decide what is to be purchased for their store(s).
Leading a fashion merchandising team may call for attendance at fashion shows and photo shoots or overseeing marketing campaigns and managing relationships with sales representatives.
5 steps to a successful career in fashion
A love for fashion is only the beginning. Learn about the 5 practical things you should know about having a successful career in the fashion industry. Take the first step and download the free guide.
Fashion Marketing and Fashion Merchandising Degrees at LIM College
If you are interested in a fashion merchandising or marketing degree, LIM College offers programs to equip you with the skills and knowledge you need to successfully meet your career goals.
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