Textile and Clothing Merchandising Course: TX 355

Course Outline

Lecture 01Introduction

Textile and Clothing Merchandising

Course Objective

Want to make participants able to handle customer’s enquiries, costing and pricing, sampling process, and formal coordination with other departments as well as with customers

Course Description

Synopsis of textile and clothing merchandising.

Will adequately cover significant topics related to textile and clothing merchandising.

Main focus will be enquiries handling, product pricing, and coordination with production departments and fluent communication with customers.

Teaching Methodology

Class lectures Group discussion Seminars Presentations Industry Visit

Material

Books Class notes Hand-outs Survey of the industry Interviews of industry leaders Net surfing

Assignments and Term Project

Individual and group assignments Interaction with industry Independent industry visits Interview with industry leaders

Quizzes

Announced and unannounced Concept base 30 minutes 6-8 in numbers

Attendance Policy

Five classes missing means “Grade F” Five minutes late means no entrance in class Have to justify five minutes late Class will start at exact time INSHALLAH Missing of one class means losing one mark

Grading Policy

Assignments: 12.5% Quizzes: 12.5% Midterms: 20% Project 15% Attendance: 10% Final: 35%

Lecture 02

International Textile and Clothing Trade Share of different countries and Growth Rate

Lecture Three

Performance of Pakistan Textile and Clothing Industry

Description Value/Share (%)

Exports 67 % of total exports(US $ 7.5 Billion)

Manufacturing 46% of total manufacturing

Employment 38 % of total employment

GDP 11 % of total GDP

Investment 31% of total investment

Market Capitalisation 8% of total market capitalisation

Taxes Million US $ 75.00

Salaries and Wages Million US $ 750.00

PTI Infrastructure

Fiber Production Natural fiber mainly cotton Synthetic Mainly polyester

PTI Sectors

Ginning Spinning Weaving

Mill sector Non-mill sector

Knitting Part of vertical set up Independent knitting mills

Wet Processing

Fiber and yarn

Knitted fabric

Woven fabric

Garment

Clothing

Made ups Clothing

Clothing Accessories ButtonsZipsStitching thread Packing materialLabels etc

Textile Exports

1971-2 

2003-4 

AverageGrowth Rate in 32 Years (%)

Share in Total Export in 1971- 72 (%)

Share inTotal Export in 2002-03 (%)

Total Exports 590.7 12313 9.95    

Total Textile exports

429.5 8253 9.67 72.8 67.03

Cotton 200.5 48 -4.5 33.98 0.39

Yarn 127.5 1162 7.1 21.61 9.44

Fabric 81.5 1766 10.08 13.81 14.34

Tent & Canvas 1.9 75 12.17 0.32 0.61

Towels 6.1 404 21.1 1.03 3.28

Bed Wear 0.9 1800 26.81 0.15 14.62

Other Made- Ups 1.2 520 20.89 0.2 4.22

Garments 3.2 993 19.63 0.54 8.06

Hosiery (knitted garments)

3.2 1459 21.08 0.54 11.85

Textiles 4.2 80 9.6 0.39 0.65

Lecture 03

Marketing and Merchandising

Merchandising

The promotion of merchandise sales, as by coordinating production and marketing and developing advertising, display, and sales strategies.

Marketing

This is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to satisfy customers

Sale

An exchange of goods, services, or other property for money

Garment Industry

Production Flow

Types of Production

Order Based Market demand base

Market Demand Base

Rare More common for basic items Mainly China is doing

Order Base

Most common Brands have to follow this For special items For seasonal products For small orders For promotional items

Pakistan Garment Industry

Mainly doing order base production Details are finalized by customer Designs are done by customer Supplier has to follow

Lecture 04 Role of Merchandising

Role of Merchandising

Working as a Bridge between Buyer and Mill

Pakistan Textile Industry

Working Procedure

Work Flow

Fiber --- yarn ---fabric formation---wet processing—clothing

Merchandiser and clothing mills

Mainly merchandising are demanded by clothing mills

In other sectors mostly marketing people are demanded since they are producing according to market demand, while, clothing sector is producing after getting an order

Types of Garment Mills

Woven Knitted

Textile and Clothing

Textile All products made of fiber but not ready to be

used by consumer, like, yarn, fiber, grey fabric Clothing

All products ready to wear, like, shirts, shorts, trousers, blouses etc

Products

Woven garments Knitted garments Made ups

Merchandiser for a Clothing Mill

A key person in the whole chain First person being contacted by buyer All liaison through merchandiser Senior person in the hierarchy Most experienced

Responsibilities of Merchandiser

Close liaison with buyers, buying houses Keeping firm well informed about the market

situation Prediction about future market demands Receiving enquiries from buyers Cots calculation Offering prices Intimation to buyers about delivery time Confirmation about WO

Keeping buyer update about production status

Passing all information to production people, account departments and all other relevant people

Helping in conduction final audit Dealing with complaints and finally: Keep mill filled with suitable orders

Lecture 6 Required Communication Skills Writing Speaking Presentation

Writing

E mails Letters Faxes Reports

Speaking

On phone In meeting

Presentation

Reports Progress Profile of the firms

For all you need:

Good command on English Reasonable typing speed Clarity in pronunciation Computer operation skills Internet application Mobile phone uses Chatting techniques Bidding techniques

Communication Flow

Communication:o The act of communicating; transmissiono The exchange of thoughts, messages,

or information, as by speech, signals, writing, or behavior.

o Interpersonal rapport

Sender

Receiver

Feed back

Consumer Retailer Whole seller Importers Buying agents (optional) Suppliers (exporters) Manufacturers/vendors

Sale Strategy

Direct to Whole seller or importers Sale through buying houses

Direct Sale

Importers Manufacturers

Indirect Sale

Importers Buying House Exporters

Detail of Communication flow

Importers merchandiser Head of account (importers) Buying House merchandiser Head of account (buying house) Head manufacturer merchandiser Head of account (manufacturer) Account merchandiser (manufacturers)

With in the mill

Production planning and control Account department Quality assurance Procurement Any other relevant people

Ways of communication

E-mails Faxes Phones Faxes Verbal

Communication issues

Message not clear Incomplete message Late message To person not relevant

Cares in Communication

o Message should be clear o Get receipt of the message o Ensure message received by the person concernedo Action as per communication o Feed back on message o Involve other people in communication (copy to many

other people)o Keep record of communicationo Write time and date on message while receiving o Important: one should be responsible for wrong

communication and you should not be this person

Letter Writing

Clear Concise Correct

Courteous Conversational

Convincing Complete

Effective letter writing boils down to knowing why you are writing a letter, understanding your reader's needs and then clearly writing what you need to say. Every letter should be clear, human, helpful and as friendly as the topic allows. The best letters have a conversational tone and read as if you were talking to your reader. In brief then, discover the Seven-Cs of letter writing. You should be

Putting your reader first

For all writers the most important people are their readers. If you keep your readers in mind when you write, it will help you use the right tone, appropriate language and include the right amount of detail.

Ask questions to get a clear picture of your readers.

Who are my readers?

What do they already know about the subject?

What do they need to know?

Will they understand technical terms?

What information do they want?

What do I want them to do?

Keeping your business plan to the point

Make a list of the topics you want to cover but don't worry about the order.

Under each topic, list key words, examples, arguments and facts.

Review each topic in your outline for relevance to your aim and audience.

Cut out anything that's not relevant to your aim or audience.

Sort the information into the best order for your readers.

Getting the right tone to your business letter

Use Contractions Use Personal References

So instead of writing: Our address records have been amended ... write We’ve changed your address in our records ... Instead of writing: The company policy is ... write Our policy is ...

Use Direct Questions

Original: We would appreciate your advising us whether you want to continue this account or transfer it.

Redraft: Do you want to continue your account or transfer it?

Original: Please inform us whether payment against these receipts will be in order.

Redraft: Can we pay against these receipts?

Writing your business plan in plain English

Use active verbs rather than passive verbs Passive: It was agreed by the committee...

Active: The committee agreed... Passive: At the last meeting a report was made by the

Secretary...Active: At the last meeting the Secretary reported...

Passive: This form should be signed and should be returned to me.Active: You should sign the form and return it to me.

Keep your sentence average length low

I refer to my letter of 13th June and am writing to advise you that if we do not receive your completed application form within the next fourteen days, I shall have no alternative but to arrange property insurance on the bank's block policy.

(One Sentence—45 words)

Shorter Sentences

I have not yet received your reply to my letter of 13th June. If we do not receive your completed application form within fourteen days, I shall have to arrange property insurance on the bank's block policy.

(Two sentences—13 words and 24 words)

Use simple words rather than complex ones

As we noted in the preceding section, if you purchased additional printer options, such as a second printer tray, it is a requirement you verify its correct installation.

Simple words

As we noted in the previous section, if you bought extra printer equipment, such as a second printer tray, you must check you install it correctly

Edit wordy phrases

at a later date later at the present time now for the purpose of for have no alternative but must

Avoid jargon and technical terms

Avoid abbreviations

Writing powerful headings for your business letters

Banking code outlaws obsolescence for savings accounts Electronic banker offers taste of the future Euro-fish out of its depth FT-SE falls on foreign woes Kingfisher flies in the face of retail gloom Masters sells pub chain Whitbread stops 5,000-job plan

Conti---

Why Have an Annual Review? Why Invest Your Lump Sum? Are You Paying Too Much Tax?

Writing a strong opening to your business letter

Thank you for your letter of 8th March 1998, which has been passed to me for my attention.

I refer to previous correspondence in respect of the above and note that to date we have not received your cheque for the outstanding arrears.

I write with reference to our telephone conversation yesterday regarding the above matter

conti

answer a question ask a question explain an action taken express pleasure or regret give information

standard phrases

Further to my recent I am writing I refer to my letter dated I refer to previous correspondence I write in reference to In respect of the above Recent correspondence Regarding With reference to With regards to

Writing a strong close to your business letter

I would again apologise for the delay in replying and I trust that this has clarified the points you have raised, however, if you wish to discuss any points I have not clarified, or need any further information, you may wish to telephone or contact me accordingly.

I look forward to hearing from you and in the meantime, should you have any queries, please do not hesitate to contact me.

I regret that I cannot be of more assistance in this matter, and should you have any further queries, please do not hesitate to contact me.

overused business phrases

Thanking you for your... Hoping for a prompt reply... Thanking you in advance for your assistance... Trusting this answers your questions... Please do not hesitate to contact me I trust this clarifies the situation

Conti--

according to our records • on receipt of • after careful consideration • please do not hesitate to• any further action  • please find enclosed • as you are aware • please forward• at your earliest convenience • trust this is satisfactory • detailed information• under separate cover• enclosed for your information  • upon receipt of • for your convenience • urgent attention• further to  • we acknowledge receipt • in receipt of • we regret to advise

Original:We trust this is satisfactory, but should you have any further questions please do not hesitate to contact us.

Redraft:We hope you are happy with this arrangement but if you have any questions, please contact us.

Original: Further to your recent communication. Please find enclosed the requested quotation…

Redraft: Thank you for contacting us. I enclose the quotation you asked for…

Hackneyed business phrases ruin a clear natural style; so avoid using them and choose your own words instead.

Business letter writing checklist

Keep it Short Cut needless words and needless information. Cut stale phrases and redundant statements. Cut the first paragraph if it refers to previous correspondence. Cut the last paragraph if it asks for future correspondence.

Keep it Simple

Use familiar words, short sentences and short paragraphs. Keep your subject matter as simple as possible. Keep related information together. Use a conversational style.

Keep it Strong

Answer the reader's question in the first paragraph. Give your answer and then explain why. Use concrete words and examples. Keep to the subject.

Keep it Sincere

Answer promptly. Be human and as friendly as possible. Write as if you were talking to your reader.  

Website

http://www.business-letter-writing.com/writing-a-business-letter-examples/business-letter-checklist.html

What interests or motivates them?

What prejudices do they have?

What worries or reassures them?

What will persuade them to my view?

What other arguments do I need to present?

How are they likely to react to what I say?

If you imagine yourself in your reader's position, you're more likely to write a good letter.