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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.

  • Fashion Buyer

    More than just buying products, fashion buyers interpret fashion trends and perform qualitative and qualitative research to predict customer demand.

  • Store Planner

    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:

  • Fashion Buyer

    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).

  • Fashion Director

    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.


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.

Undergraduate Programs

Undergraduate Fashion Marketing Degrees
Undergraduate Fashion Merchandising Degrees


Graduate Programs

Graduate Fashion Marketing Degrees
Graduate Fashion Merchandising Degrees


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