Taking a collection from concept to the rack is a team effort. The following graphic illustrates the relationship between each industry professional along a product’s lifecycle.
Merchandiser | Product Developer | Marketing Manager | Account Executive | Retail Buyer | Store Planner | Store Manager
MERCHANDISER
A Merchandiser acts as the primary liaison between design, production, product development and sales. The Merchandiser is responsible for developing a profitable line of products by creating a financially-based product plan, researching competitors and anticipating customer needs. The Merchandiser plays a critical role in the company’s overall financial success. Therefore, it is important that the Merchandiser utilizes analytical skills in creating product lines that sell well at retail. The Merchandiser often analyzes past selling history, develops pricing strategies and seeks out new categories of business.
In order for a product line to be executed as envisioned, the Merchandiser works very closely with a team of designers and product developers. These counterparts work together to edit the line, conceptualize designs and work on product costs to ensure profitability. The Merchandiser plays a huge role in keeping everyone on a time-and-action calendar and making sure everyone understands the end goals. A Merchandiser will typically plan out 4-6 product lines a year, one for each market.
Qualifications
Education: College degree required. Business or fashion merchandising coursework helpful.
Experience: Internships in merchandising, product development or buying.
Personality/Skills: Must love fashion and following trends; good analytical, negotiation, leadership and business skills; ability to work under pressure.
Career Paths
Assistant Merchandiser > Associate Merchandiser > Merchandiser > Merchandise Manager > Merchandise Director
PRODUCT DEVELOPER
A Product Developer is in charge of taking a merchandising/design concept and turning it into a tangible product that will eventually sell at retail. After the merchandising/design team has decided on what the style will look like (including colors, material, size specs), cost and quantity, it’s up to the product developer to figure out the next steps. This involves finding the right factory, making sure costing is in line, checking on sample status, materials/construction quality control, and maintaining the production calendar.
This position requires both attention to detail and creativity. A Product Developer needs to be detail-oriented when communicating with factories, tracking sample status, negotiating/calculating costs, and communicating these details to the merchandising/design team. Creativity comes into play in problem solving. For example, if a handbag is costing out higher than the merchandiser’s planned cost, the product developer will often suggest solutions for reducing the cost. In this case, perhaps a cheaper zipper would bring the cost down enough.
A Product Developer will typically work with the team on 4-6 product lines a year, one for each market. There may be some traveling as many factories are overseas.
Qualifications
Education: College degree required. Business or fashion merchandising coursework helpful.
Experience: Internships in merchandising, product development or buying
Personality/Skills: Must love fashion and following trends; good analytical, negotiation, leadership and business skills; ability to work under pressure.
Career Paths
Assistant Product Developer > Associate Product Developer > Product Developer >
Product Development Director > VP Product Development
MARKETING MANAGER
A Marketing Manager analyzes consumer behavior and market trends to develop strategies designed to increase sales and raise the awareness of the brand at the consumer level.
The Marketing Manager is responsible for gaining visibility through advertising, events, partnerships and online tactics. This role often works with outside advertising agencies on ad development and media placement to identify the media outlets that best suit the brand and use the ad budget in the most effective manner. The Marketing Manager also plans special promotions and stunts, including pop-up shops and trunk shows, to gain consumer attention and garner interest from editors. It is also the Marketing Manager’s responsibility to find sponsorship opportunities and collaborations that would gain a larger audience for the brand through the partner company’s fan base. In addition, this position develops online campaigns and social media outreach to drive excitement and traffic to the brand’s website and retail partners.
The Marketing Manager is responsible for managing the budget, billing and forecasting for each project, ensuring a measurable return on investment.
Qualifications
Education: College degree required. Experience leading marketing initiatives with demonstrable results at a fashion firm or agency helpful.
Experience: Internships in the marketing department of a fashion firm
Personality/Skills: Excellent written and oral communication skills; analytical and data-driven; creative problem solver; detail-oriented; energetic; ability to prioritize
Career Paths
Marketing Coordinator > Marketing Associate > Marketing Manager > Marketing Director
ACCOUNT EXECUTIVE
An Account Executive sells the company’s products out of a showroom to Retail Buyers. Account Executives work hard to get the Buyers excited about each new product line and work with them to customize orders for their stores. This requires the Account Executive to have a good understanding of business, competitor/industry knowledge and an upbeat, motivated attitude. Account Executives often develop symbiotic relationships with Buyers; through trust and experience, they can help each other reach his/her financial goals—if an Account Executive can gain the trust of a Buyer and help them select items that will sell well in their store, then the Account Executive will get larger orders.
Account Executives can expect to be busiest during market week (which occurs 4-6 times a year) when the showroom is revealed for the first time and the Buyers come to place orders. During non-market week times, Account Executives are developing business plans, monitoring and reacting to how product is performing at retail, suggesting reorders for Buyers to place and ensuring orders are processed properly.
Qualifications
Education: College degree required. Business or fashion merchandising coursework helpful.
Experience: Sales associate and/or corporate retail experiences are helpful in understanding product, consumer habits and business operations.
Personality/Skills: Excellent communication skills, both written and oral; self-motivated, competitive, upbeat; must love fashion and following trends; good analytical, negotiation and business skills; ability to work under pressure.
Career Paths
Assistant Account Executive > Associate Account Executive > Account Executive >
Account Executive Manager > VP of Sales
RETAIL BUYER
A Retail Buyer is responsible for buying wholesale goods from vendors for a department store, retail chain or individual store. In a department store or retail chain, each Buyer is typically responsible for a category of business (e.g., Women’s Shoes). The Buyer is ultimately accountable for the “bottom line”—selecting merchandise that the consumer will buy and that the store can make a profit from.
A Buyer needs to possess good business skills and fashion knowledge. These attributes go hand in hand. Strong retail math and negotiation skills are needed to plan a business from top to bottom. This includes managing inventory, markdowns and margins. At the end of the day, the Buyer’s goal is to contribute to the store’s financial success. Fashion instinct and competitor/industry knowledge are also imperative for planning successful buys. Most buys are made up to one year ahead of time so it’s very important to look into the crystal ball and make intelligent decisions about what will sell.
Qualifications
Education: College degree required. Business or fashion merchandising coursework helpful.
Experience: Sales associate and/or corporate retail experiences are helpful in understanding product, consumer habits and business operations. Some department stores offer a structured program for entry-level buyers with classes and on the job training.
Personality/Skills: Must love fashion and following trends; good analytical, negotiation and business skills; ability to work under pressure.
Career Paths
Assistant Buyer > Associate Buyer > Buyer > Divisional Merchandise Manager >
General Merchandise Manager
STORE PLANNER
A Store Planner plays an important role in allocating inventory to the proper channels. This process requires extensive analysis into how styles sell by criteria including color, fabrication, cost and demographic. Store Planners typically work in department stores and vertically integrated stores.
Once a Buyer or Merchandiser has purchased inventory, it is the Store Planner’s job to make sure that the inventory is sent from the warehouse to store locations (often referred to as “doors”) that will sell the goods the quickest and at the highest margin.
A Store Planner will often accompany a Buyer to market and provide guidance on particular store selling trends. Similarly, a Store Planner will often provide a Merchandiser with insight that can assist with line building. In addition, as a Buyer or Merchandiser checks his/her weekly selling report, he/she may place a reorder and ask the Store Planner to best allocate the styles based on specific selling trends.
A Store Planner should possess excellent planning and analytical skills. It is important to use these skills to gain foresight into how products may sell in various locations. Strong retail math skills are needed to create inventory plans.
Qualifications
Education: College degree required. Business or fashion merchandising coursework helpful
Experience: Internships in buying or wholesale positions (such as merchandising).
Personality/Skills: Excellent analytical skills, ability to forecast selling trends.
Career Paths
Merchandise Analyst/Assistant Store Planner > Associate Store Planner > Store Planner > Senior Store Planner > Director of Store Planning
STORE MANAGER
A Store Manager is responsible for the day-to-day operations of the store as it pertains to the “bottom line.”
A Store Manager manages all facets of the store as it pertains to productivity and profitability, especially the overseeing of sales associates. Store Managers are instrumental in linking together visual departments, marketing and events, operations, inventory, loss prevention, payroll, human resources, risk management, and customer service at the store level. Budgeting and tracking budgets play an integral roll in the function of a Store Manager.
Qualifications
Education: Supervisory experience in a retail field a plus.
Experience: Previous retail experience
Personality/Skills: Ability to prioritize and motivate, creative problem solver, energetic, detail-oriented with a focus on customer service.
Career Paths
Assistant Store Manager > Store Manager > District Merchant > District VP > Regional Director of Stores
