A Guide To Fashion Merchandising: What Does A Fashion Merchandiser Do?

Fashion merchandising encompasses a wide range of responsibilities and operates in a fast-paced environment. While most fashion merchandisers are based at a brand’s head office, travel to supplier, manufacturer, and store locations may also be necessary.

The main responsibilities of a fashion merchandiser include:

1. Merchandise Planning
2. Trend Forecasting
3. Price Planning
4. Building Manufacturer and Supplier Relationships
5. Marketing and Promotion

In smaller brands, the roles of fashion merchandising and fashion buying may be combined.

1. Merchandise Planning

Fashion merchandisers collaborate closely with buyers and designers to create  upcoming collections. While the buyer’s responsibility is to choose the products, the merchandiser determines how many units, styles, and variations to purchase, ensuring that these decisions align with budgetary constraints.

Merchandisers also use stock and sales reports to analyse consumer behaviour, providing buyers with key insights to make informed decisions. As a merchandiser, you will analyse the performance of current products and communicate vital information—such as top-selling price points, colours, and styles to guide future collection decisions.

2. Trend Forecasting

A significant aspect of fashion merchandising involves trend forecasting. Merchandisers work in tandem with the buying team to monitor and anticipate current and emerging trends, ensuring that stock levels are planned accordingly.

This requires analysing sales and performance data to identify trends that are either gaining or losing popularity. Merchandisers may also attend fashion and trade shows with buyers, gaining firsthand exposure to trends. A thorough understanding of the brand’s target demographics is essential for selecting the right products that resonate with the customer base.

3. Price Planning

Merchandisers are responsible for pricing strategies that optimise both sales and profitability. This includes planning for promotions and markdowns, using data to forecast future sales and profit margins, and presenting these projections to senior management.

Additionally, merchandisers must monitor stock levels, manage reordering, and determine how products are distributed across different sales channels.

4. Building Manufacturer and Supplier Relationships

Although buyers decide which products to purchase, merchandisers are responsible for determining the quantities to order, adhering to a strict budget. To maximize profitability, merchandisers must establish strong relationships with manufacturers and suppliers, negotiating favourable terms.

Merchandisers ensure that products are manufactured and shipped to stores within designated timeframes and budgets. In the event of delays, merchandisers are tasked with investigating the causes and managing the resolution of any issues that arise.

5. Marketing and Promotion

Fashion merchandisers collaborate with various departments, including content, marketing, and public relations, to provide data-driven insights that influence which products are prioritized for promotion. Sales data is also used to determine when products should be discounted.

Additionally, merchandisers work closely with visual merchandising teams to provide the necessary information for creating compelling in-store displays that highlight key products, driving customer engagement and boosting sales.