Merchandising of a scarf for ladies: switch to scientific merchandising and increase sales Practical MD (Japanese Edition)
Merchandising of a scarf for ladies: switch to scientific merchandising and increase sales Practical MD (Japanese Edition)

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スカーフ、マフラー、ストールなどネックウエアだけに特化しているお店はあまりないと思いますが、商品構成の一部として売っているお店があります。本書ではネックウエアを扱っている衣料品店や百貨店など大型店のネックウエア売場がMDを組み立てるときに実施することを紹介しています。ターゲットのお客様が欲しい品揃えを実現するために、どのような商品分類が良いのか、どのようなプランを作成したら良いのか、どのようなデータを収集するべきなのか、そして仕入れる型数をどのように算出するかについて学べます。大型店では服飾雑貨が大分類、スカーフ売り場が単独で中分類、あるいは傘などとともに中分類になるのでしょう。中分類がスカーフ単独の場合の小分類は、アイテム別のスカーフ、マフラー、ストール、スヌードなどになります。ここでの分類はスカーフ売場をまずいくつかに分ける時を大分類(第1分類)とします。スカーフ売場の第1分類の分類基準として考えられるのはエイジ、グレード、テイスト、アイテム、ブランド、サイズ(形)、素材、柄です。スカーフをサイズ(形)で分類すると、「レギュラー、ロング、プチ、セミプチ」となり、素材で分けると「シルクスカーフ、ウールスカーフ」、柄別では、「無地、花柄、チェック、ストライプ、オーナメント柄、アニマル柄、ドット、幾何柄」などになります。商品分類はエイジ、グレードを重視したA案、アイテム、スタイルを重視したB案の2つを紹介します。実践MDシリーズNo.7 【スカーフのマーチャンダイジング】 目次CHAPTER1 スカーフのMD1.ターゲットの設定2.商品構成とプライスゾーン3.商品分類の大・中・小分類の決定 A案:エイジ、グレードを重視 B案:アイテム、スタイルを重視4.アイテム別型数5.関心度別型数 1)スカーフの第2分類別型数 2)スカーフの第2分類別柄別型数 3)スカーフの第2分類別エイジ別型数 4)スカーフの第2分類別エイジ別ブランド別型数 5)スカーフの第2分類別グレード別ブランド別型数6.プライス別型数 1)アイテム別グレード別プライスゾーン 2)ブランドごとのプライス別アイテム別型数7.ターゲットと品揃えの整合性 1)グレードの整合性 2)エイジの整合性 3)テイストの整合性8.キャラクター性と売場作りの整合性 1)ブランドの位置づけを決める 2)キャラクターに位置づけられると個性を出せるCHAPTER2 収集データ実例 1.売上データ収集の実例2.お客様要望カード3.その他の収集データ 1)天候のデータ 2)気温と天気で売上を予想する実例 3)仮説と検証の繰り返しが業績を向上させるCHAPTER3 型数算出のイロハ1.売上予算から算出 1)取引条件を考慮しない例 2)委託条件で消化率を考慮した3つの例 3)買取条件でイニシャルオーダーを抑えた例2.什器台数から算出 1)パンスト売場の例 2)和食器売場の例CHAPTER4 バイヤーに不可欠な豊かな感性と科学的な思考とは1.バイヤーには豊かな感性が必要2.バイヤーには科学的な思考も不可欠 1)商品分類の決定は「科学」 2)データに基づいた需要の予測

  • Released: November 16, 2020
  • Author: yuko matsui
  • Rating: 4,9
  • Publisher: Ebook DIgital Agency
  • Total Page: 739 pages
  • File Size: 3670 KB

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