Question

In the fashion industry, fashion professionals conceptualise unique designs to meet consumer demands. (a) Discuss any two roles of a fashion merchandiser.
(b) Outline any two ways of market segmentation.

Hint:

Market segmentation helps fashion brands understand customer needs and design products specifically for different consumer groups.

Answer 1

Step 1: Roles of a Fashion Merchandiser.
1. Product Planning and Development:
A fashion merchandiser studies fashion trends and consumer preferences to plan and develop products that meet market demands. They coordinate with designers and manufacturers to ensure that the products are attractive, practical, and suitable for the target market.
2. Coordination and Marketing:
Fashion merchandisers coordinate between different departments such as design, production, and sales. They also help in pricing, promotion, and display of products so that the merchandise reaches the customers effectively and generates profit for the company.
Step 2: Ways of Market Segmentation.
1. Demographic Segmentation:
This method divides the market based on characteristics such as age, gender, income, education, and occupation. For example, fashion products may be designed separately for children, teenagers, and adults.
2. Geographic Segmentation:
In this method, the market is divided according to geographic areas such as region, climate, or country. Fashion brands often design clothing suitable for different climates and cultural preferences in various regions.
Step 3: Conclusion.
Thus, fashion merchandisers play an important role in product planning and coordination, while market segmentation helps fashion companies target specific consumer groups effectively.