Short Course · 3 weeks
2 Sep 2019 - 20 Sep 2019
|full package in twin room||€ 5.500|
|full package in single room||€ 5.900|
|tuition fee only||€ 4.100|
The aim of the course* is to explain and make clear the procedure of fashion buying, including the analysis of markets, different store formats, and steps needed to understand customer needs in order to buy correctly for different customers and targets.
Determining budget, establishing good relationships with the team, from management to sales people in store, and understanding assortment planning will also be looked at.
*All lessons can be supplied with a translation service for Milano Fashion, Milano Design and Firenze schools only.
This week is an overview of the different aspects of buying.
Retail buying: the responsibilities, skills and personality traits a buyer needs to be successful; line staff support and organization;
organizational models of stores: independent stores, department stores, branch stores, centralized buying and merchandising;
planning and control: determining company policies and analysing the forecast demand;
consumer research: demographic and geographic levels;
lifestyle trends: how to define customer needs.
At this point in the course the emphasis will be given to trend influence, the potential of branding, and communication.
Types and source of information: internal and external sources; selection factors: trend and brand extension;
merchandise assortment: breadth and depth of assortments; determining breadth; time of selling cycles: increasing breadth; depth and demand rigidity;
skill: planning sales by selection factors; brands and designers;
differentiation through branding: private label, exclusive merchandise, taste and timing; staple items;
assortment planning: quality, price ranges, style, colour, material, size and fit;
budgeting sales and stock: inventory control systems.
Week three will look at the aspects of analysis and control.
Planning: retail organizational structure and different planning levels; managing the merchandise planning process; developing sales projections; analysis of past sales reports; inventory and stock turn; planning prices: mark up and mark down; planning objectives and goals; strategic profit model: analysing performance; planning how to manage the store; importance of store layout plans and visual merchandising.