C:\fakepath\ied 21th january 2010

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lesson nr 3 fashion buying

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C:\fakepath\ied 21th january 2010

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

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