FASHION RETAILING

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Section A:

Part One:

Multiple Choices:

1. Which of the following is NOT an example of On – Site Classifications?

a. Small Multiunit Specialty Stores

b. Departmental Store Groups

c. Single – Unit Specialty Stores

d. Home – Shopping Organizations

2. Price, care, serviceability and safety are categorized under:

a. Rational Motives

b. Patronage Motives

c. Emotional Motives

d. Safety Motives

3. A research which is the quickest method and also requires an immediate response_______

a. Intercept Surveys

b. Telephone Questionnaires

c. Mail Questionnaires

d. On – Line Questionnaires

4. The center that utilizes high – volume, high – profile outlets to draw customers:

a. Power Center

b. Off – Price Center

c. Outlet center

d. Mixed – Use Center

5. Stores with little frontage but prefer window space to feature their merchandise build______

a. Windowless Store Fronts

b. Parallel – to – Sidewalk Windows

c. Arcade fronts

d. Open Windows

6. Which of the following is NOT included in the trends of Retail Environment Design and Fixturing?

a. Split Departments

b. Minimalist Interior Design

c. In – Store Designer Salons

d. Transformation of Historical Building

7. The training in which the trainer can provide the necessary information and allow the trainee as much time as necessary to comprehend the machine is_______

a. Vestibule Training

b. On – the – job Training

c. Online Training

d. Role Plays

8. _____________ is the most effective anti shoplifting tools

a. Video Surveillance System

b. Electromagnetic System

c. Tag – and – alarm System

d. Magnifying Mirrors

9. Improper Billing while usually on an occasional occurrence is a__________

a. Vendor Theft

b. Internet Theft

c. In – Transit theft

d. Internal theft

10. Which of the following is NOT the characteristic of the successful salesperson?

a. Appropriate Appearance

b. Complete Knowledge

c. Company Loyalty

d. Objectives Achievement

Part Two:

1. Write a short note on ‘Spin – Off’ stores?

2. What are the benefits of a Catalogue Shopping?

3. What are ‘Strip Centers’?

4. Explain the Trends in Retail Research.

5. What are the Fashion Department Classifications?

Section B: Caselets

Caselet 1

Amanda Norfolk has decided to open a fashion boutique with the money she has just inherited. She is well versed in the fashion field in areas such as buying and merchandising, having spent eight years as buyer with Dover fashion, a small specialty chain.

Her previous experience, coupled with her formal education as fashion major in a community college, has prepared her for most of the tasks she will have to personally perform. Her one weakness is in the area of visual presentation. As she never took a course in visual merchandising or participated in her previous employer’s display program, she is not sure how to approach the situation.

Amanda has decided to hire a freelancer to perform the typical window installations, believing that professionalism is necessary to bring the best results. She also wants to make certain that the fixturing, props, lighting, and other visual elements reflect her own personal tastes, and does not want the freelancer to purchase these items.

With all of the details of opening her store yet to be worked out, such as staffing, buying, and so forth, she has little time to properly scan every corner of the market for her visual merchandising needs. She has agreed to let the contracted visual merchandiser assist her with the selections, but neither has sufficient free time to do a good job of choosing mannequins, forms, and other elements.

Required

Q 1. How might Amada quickly assess the market and satisfy her needs?

Q2. If the freelancer cannot accommodate her, should\ she persue the effort alone?

Caselet 2

Fashion for less is small off – price retail chain that specializes in a wide assortment of fashion apparel and accessories. Its price points begin at the moderate level and continue up to the bridge collections. Liz Claiborne, Jones, Anne Klein, and other recognizable labels are regularly found in its inventories.

It began with one small unit and now operates a chain of eight, all of which are within a 200 – mile trading area. Its customers are astute fashion shoppers who have an excellent sense of the latest innovations in the fashion industry. The major reason for its customer appeal is the price advantage it offers. Typically, the merchandise it carries is priced at least 25% below what the traditional fashion retailer charges.

With its considerable success, the chain is always in the market for new merchandise. Of course, it buys opportunistically to be able to offer the bargains to its clientele. Being in New York City’s Garment Center at least three days a week gives its buyers ample time to cover the closeouts that the vendors are offering. However, with their close proximity to New York City, this is the only market they are able to regularly attend. With such domestic fashion capitols as Los Angeles and San Francisco producing fantastic fashion lines, the buyers would like to cover them with the same vigor and regularity that they do in New York City.

At the present time, the company has three buyers, with each covering a specific price point. While it might eventually be practical to hire a fourth person to cover the other mistakes, the company believes it should move slowly in that direction and use alternate means of product acquisition before it adds another buyer.

Opportunistic buying is different than traditional buying because purchases must often be made as soon as the value merchandise becomes available.

Required

Q1. What would you suggest that the company do before hiring another buyer and at the same time be able to cover the other domestic wholesale markets?

Section C: Applied Theory

1. What is a Planning Strategy to get a Successful Career?

2. How would you explain the Consumer Assessment Theories.

3. Discuss the Fashion Retailing Organization Chart on the basis of Off-site and On-site Classifications.