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

How to Read Merchandising of a hat for ladies: switch to scientific merchandising and increase sales Practical MD (Japanese Edition) MOBI

婦人帽子を販売している小売店には専門店や百貨店などがあります。本書では婦人帽子の専門店や百貨店など大型店の婦人帽子売場の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。帽子を購入する際、価格以外で最も関心を抱くことはデザインと思います。帽子にはセーラー、ブルトン、クロッシェなどデザインごとに名称があります。VMD上もこのデザイン別展開分類の優先順位は高いと考えますが、MD上もセーラーで○円売る、ブルトンで○円売るなど、デザイン別の売上も把握して、デザインのバランスを決めることは重要です。大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、デザイン、素材、ブランドです。エイジは「ヤング、アダルト」の2分類、グレードは「ベター、モデレート」の2分類、デザインは「セーラー、ブルトン、キャップ、ベレー、ニット、ストロー、帽体」の7分類にしました。尚、素材で分けた「ニット」や「ストロー(麦わら)」も、材料の意味である「帽体」もデザイン別分類の1つにしています。商品分類はエイジを重視したA案、デザインを重視したB案、グレードを重視したC案の3つを紹介します。実践MDシリーズNo.6 【婦人帽子のマーチャンダイジング】 目次CHAPTER1 婦人帽子の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:エイジを重視 B案:デザインを重視 C案:グレードを重視4.アイテム別型数 1)A案:売上予算から算出 2)B案:什器台数から算出5.関心度別型数 1)アイテム別デザイン別型数 2)デザイン別グレード別型数 3)ブランド別型数 4)デザイン別ブランド別型数 5)デザイン別グレード別ブランド別型数6.プライス別型数 1)グレード別型数 2)デザイン別プライス別型数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: 656 pages
  • File Size: 3670 KB

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