Principles of Fashion Retail

Chloe Wiggins

Retail Store Manager

A retail store manager is in charge of running the daily activities for a shop or department store. Their main aim is to maximise the profits while minimising costs. They make sure the company is running up to the stores expectations. They create incentives to motivate their staff that will then encourage them to work towards the set targets for the day and ensure high standards are being met at all time. They also make sure their employees have excellent customer care that is always professional as customers are the main priority

Responsibilities

  • Managing and motivating a team to increase sales and ensure professional behaviour.
  • Keeping up with current trends
  • Taking care of controlling stock levels and making important decisions about stock control
  • Dealing with deliveries
  • Inspecting the areas in the store so they are kept in the best visual way possible and putting the right staff in the right place
  • Resolve any problems that may occur with customers or staff
  • Plan promotional events or displays with the visual merchandiser
  • Making sure the store considered all legal health and safety rules.
  • Conducting interviews for new staff and then training them
  • Serving customers when needed.
  • Dealing with queries, complaints and feedback from customers
  • Controlling budgets and costs providing reports to head office
  • Making incentives for staff that will then motivate them to work harder.
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http://www.dishaguru.com/career-as-retail-manager.html

Skills and Attributes

To become a retail manager you will need to have a range of hard and soft skills.


Hard Skills:

  • You should have experience working as a store manger in the fashion industry.
  • You should have a basic understanding how to use Microsoft Office applications for example; Excel and Word
  • Being able to make key decisions and understand how to analyse sales figures, retail laws, security and health and safety
  • You should have good customer service values
  • Good analytical skills
  • Knowledge of bulk purchasing
  • Strong knowledge of product categories

Soft Skills:

  • You will need the ability to manage and motivate a team.
  • Having excellent communication and people skills as you will be engaging with a variety of people and have to be professional at all times.
  • The ability to work under pressure and having confidence, drive and enthusiasm is key as that shows a professional face for the company which will encourage your employees to behave in the same manner.
  • Self control
  • Patience
  • Pleasing and outgoing personality

Salary

The salary can start between £20,000-£30,000 but depending on where you work this can vary significantly. With experience, income for larger store managers can increase to over £40,000 a year, possibly reaching £70,000. You can also earn extra bonuses and commission for meeting sales targets. Many stores offer discounts for their employees aswell.

Working Hours

Work begins fairly early in the mornings often before the retail location opens, and an 8 to 10 hour workday begins. On average, retail managers may work 50 or more hours per week, which can increase around holiday seasons when you are likely to work overtime.

Employment Opportunities

  • You can work for high street shops
  • Department stores
  • Niche retailers
  • Online sellers
  • Television shopping channels


As you grow in your career, you are typically promoted by moving to larger stores in larger markets, or to area or regional management. Here are some career paths that you can progress to as shown in the diagram below.

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payscale.com(2016)

Pros and Cons

Pros:

  • Some people like to work in retail because every day is different, as shops are often faced with all unique problems from issues with customers to wrong deliveries.


Cons:

  • Working as a retail manager is hard work, you are non stop all day and have to work long hours.
  • You have a varied customer base some are very polite and easy to deal with and some are difficult. It is a skill to be able to adapt to both

Marketer

A Fashion Marketer is about ensuring the customers needs are met whilst maximising the profits for the company.

Responsibilities

There is an extensive amount of responsibilities for a marketer. Their main focus is to raise sales for the company they are representing.



  • They need to consider the way customers think and act when making purchasing decisions.
  • They monitor and analyse market trends.
  • Research competitors products and services then they can explore ways of improving their own existing products and services.
  • Presenting findings and suggestions to company directors or other senior managers
  • Create marketing strategies to promote the brand/product/service
  • Increase the brand awareness
  • Show a positive image to the consumer
  • Prominent positioning over their competitors for example designer brands will pay to be situated at key points in a department store.
  • Encourage new customers
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https://www.linkedin.com/pulse/20140916110858-44004583-when-is-a-marketing-manager-not-a-marketing-manager

Skills and Attributes

You will need to show a range of hard and soft skills for this job


Hard Skills:

  • Good organisational and planning skills
  • Managing skills
  • Writing skills
  • Ability to lead and motivate a team
  • Ability to work under pressure and to complete deadlines on time
  • Attention to detail
  • Good business sense and budget awareness


Soft Skills


  • Having excellent spoken and written communication
  • Being able to remain professional under pressure
  • Initiative
  • Creativity- Innovative and unique approaches to advertising and selling products which is something that will make you stand out.
  • Confidence to 'sell' your ideas
  • Patience
  • You must be able to think on your feet and come up with unique solutions on the spot
  • Drive
  • Reliable

Salary

A Marketing Managers salary very much depends on the size of the brand you work for. Salaries are often between £30k - £40k but can be as much as £50k plus bonuses.

Working Hours

Most marketing managers work 37 hours a week, between the hours of 9am and 6pm. You may be required to work Some evenings and weekend work when organising or attending events, or when working on a big marketing campaign. Some positions may require you to travel, particularly when working for an international company.

Employment Opportunities

There are no special requirements when getting a job as a marketing manager but often you will progress into the role after gaining several years experience in marketing. Possibly as an executive or assistant, or in a specialist role such as advertising or brand manager. Having knowledge in history of fashion and current trends will also be beneficial. Here is a diagram of common career paths below
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payscale.com (2016)

Pros and Cons

Pros:


  • Marketing plays a vital role and can be used in most job , from government and health to commercial and retail. So your options are open, if you fancy a career change.
  • You are helping develop the companies future.



Cons:


  • You have to meet deadlines which can be stressful.
  • You have to work within a strict budget.

PR

A fashion PR is required to build the brands image. They work to develop and maintain a positive public image to the press that can gain the fashion label more recognition they are representing. They have to gain and understanding and support for clients, as well as trying to influence opinions.
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http://www.eliteevents.ca/site/about-pr-event-management

Responsibilities


  • Creating a strong brand image for your client
  • Working alongside fashion editors, models,journalists and celebrities
  • Understanding the media trends
  • Promoting the Product- communicating with editors and celeb stylists to know about their fashion expectations.
  • Establishing Links- maintaining strong relationships with bloggers, journalists, opinion leaders and the public.
  • Handling Complaints-must listen to the complaints arising from all directions and either redirect or deal with the issues themselves.
  • Bring in new business opportunities
  • Sending out press samples which you are then responsible for making sure you get them back
  • Brand building and partnership: for example when high street stores do collaborations with designers( balmain for H&M) that will introduce a new audience to the brand
  • You will take responsibility for developing global press releases for product launches, store openings, events and special projects and will support retail stores in creating local PR campaigns
  • Taking care of every single detail- For an event they are in charge of greeting guests to putting together the team of hair, nail, and make-up artists, stylists, production managers, casting directors, models, lighting and sound crews.
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https://printhespotlightblog.wordpress.com

Skills and Attributes


Here is some hard and soft skills you should have:


  • Understanding social media

  • Excellent organisational and time management skills with the ability to multitask
  • Writing and producing presentations and press releases
  • Excellent communication skills both orally and in writing
  • Excellent interpersonal skills
  • Good IT skills
  • Presentation skills
  • Initiative
  • Ability to prioritise and plan effectively
  • Awareness of different media agendas
  • Common sense
  • Creativity

Working Hours

Working hours are generally 9am to 5pm but can often increase depending on how much work you have, you may have some unsocial hours. They may have to attend events in the evening or be on call at weekends in order to deal quickly with any crisis that might occur

Employment Opportunities

You haven't got and set qualifications needed in order to become a PR. The most important thing to have is plenty of work experience. If you have experience of media, marketing and communications then you’ll be in with a much better chance of getting a job.

Different roles within a PR company



  • Brand Management
  • Digital Media
  • Media Relations
  • Crisis Management
  • Social Responsibility
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payscale.com (2016)

IN-HOUSE AND AGENCY PRS

PR’s can either work IN-HOUSE for a brand or as part of an external AGENCY

o In-house PR’s work on one brand

o Agency PR’s work on several brands


There is no one better than the other


If you work IN-HOUSE :

  • You get to know for brand inside out.
  • If you need to as a question you all work in the same building so you get answers straight away
  • You are able to control more what clients you are reaching out to for example older clients.
  • Cost is fundamental in choosing one of these establishments over the other.


If you work with an AGENCY:

  • You work for numerous brands
  • design,shoot, create the whole ad campaign
  • You will work at a distance from your client base
  • More media opportunities from sitting amongst other like minded brands

Pros and Cons

Pros:

  • They offer a huge amount of career options, You can work anywhere from top fashion houses through to small charities trying to raise awareness.
  • You also get to attend several parties and events


Cons:

  • Your work day can extent to late into the evening due to events which you have to attend or promote

Social Media Marketing Manager

Social media has now become one of the most crucial parts of the online marketing strategy. This job requires you to work for all social media activity for example: Twitter, Facebook, LinkedIn. You also will be managing the corporate social media accounts. You will work alongside the companies programme Managers and partners to support campaigns and come up with a new product or service that the company could offer. Your main aim is to seek opportunities to improve the use of social media and develop 'followers' which will then gain more attention towards the company.


Your main responsibilities are:


  • Developing the brands awareness by creating original content to gain online reputation.
  • Increasing the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine which is called search engine optimisation and generating inbound traffic.
  • Build campaigns and promote content


The skills required for this role:


  • Strong understanding of the social media platforms (Facebook, Twitter, Instagram, YouTube, Pinterest etc.) and how each platform can be used effectively in different scenarios.
  • Monitoring tweets, responding to Facebook posts and engaging with brand support. It even requires knowing how to respond to trolls and negative feedback.
  • You will need to outline goals, define your target audience and know what platforms will help you expand your efforts.
  • Having great writing skills is vital as a lot of people will just be skim reading so you need to create an easy to read structure incorporating subtitles, bullet points and numbering which will be eye-catching allowing people to want to read.
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https://www.meltwater.com/blog/infographic-a-day-in-the-life-of-a-social-media-manager/

Visual Merchandiser

Visual merchandisers are responsible for creating eye-catching product displays that draws the customers attention to the merchandise displays that then leads customers to come into the store.

Responsibilities

  • Liaising with teams such as buying, design and marketing, to create design themes and plans.
  • Maintaining within the budget and negotiating with supplies for the materials
  • Sourcing materials such as props and lighting
  • Researching lifestyle and design trends and making sure designs will appeal to the target audience
  • Working with other members of the design, marketing and buying team to develop themes and colour schemes for displays - for example Christmas, Valentine's day, sales and special promotions
  • Sketching designs and developing floor plans so you are making the most of the space available
  • Creating and taking down displays
  • Preparing visual merchandising packs, including plans and photographs, for other stores in the chain, to make sure all displays present a consistent image
  • Visiting other branches to train and brief staff on arranging displays.
  • Research lifestyle, what is popular and current within the brands target audience.

Below is a presentation I created on the displays I took pictures of on the 9th of September around London

Skills and Attributes

To become a visual merchandiser there are no certain qualifications to begin this career, but most employers look for a qualification in art and design.


You will need to be able to show range of hard and soft skills such as:


  • A talent for design, colour and style
  • Being Creative and imaginative
  • Being a team player
  • Able to work with constructive criticism
  • Understand a company's target markets and know how to appeal to them
  • Be aware of current trends and activities in design, fashion and culture
  • Have good communication skills to present ideas to others
  • Be able to concentrate and work to tight deadlines
  • Be able to use large and small spaces effectively
  • Be self-motivated and practical
  • Bilingual

Salaries

Beginner merchandisers can earn between £12,000 and £16,000 per year depending on your experience and how much you do in store.vExperienced staff can earn between £20,000 and £25,000 each year.vVisual merchandisers with designing responsibilities can earn from £25,000 to as much as £55,000 a year.The highest earning display and visual merchandisers can earn over £60,000 per year.

Working Hours

A vm usually works between 35 and 40 hours a week. There are early morning starts and late night finishes which are extremely common as work generally has to be finished before businesses open for the day. If a new store redesign is needed, overtime or overnight work may be required.


Your work could either be based in design studios, at company head offices, design departments or in retail stores.

Employment Opportunities

The types of employers most likely to recruit visual merchandisers include:

  • Fashion retailers
  • Department stores
  • Multiple high-street chain stores
  • Larger independent high-street retailers
  • Mail order companies
  • Internet shopping providers


Promotion opportunities depend on the size of the employer's business, but there may be opportunities to progress to supervisor, head designer or merchandiser, and sometimes to department manager.


A lot of vm workers are freelanced. To become freelanced they build up a good portfolio that then allows them to build up a good client base which allows them to create connections.

Types of Vm

There are two types of visual merchandisers field team and inshore team. Inshore teams are usually working in department stores such as Selfridges, Debenhams, House of Fraser and John Lewis. They do everything from window displays, mannequin styling and conduct sale and promotional set ups. Field teams belong to brands such as Next, Miss Selfridge and River Island. They travel from one store to the next planing the latest window displays and advising on merchandise layout.

Pros and Cons

PROS:

  • You get to be creative
  • The job changes frequently
  • You get to deal with all the clothes and accessories.


CONS:

  • Mannequins are heavy
  • Long hours
  • Overtime

Supply Chain Manager

A supply chain manager organises the supply of goods from manufacturers and suppliers to customers. They control both the intake of raw materials and the delivery of finished goods. They are a network of partners who collectively convert a basic commodity (Upstream) into a finished product (Downstream) that is valued by end-customers, and who manage returns at each stage.

Here is a diagram for the process of the Supply Chain

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Responsibilities

A supply chain manager is involved at every stage of the product lifecycle. You will purchase the raw materials, organise the processing and arrange storing of the products, moving them from distribution centres to stores, and even offering customer service. You will oversee the distribution process every step of the way, to make sure the products are not only stored correctly but dispatched on time.


Heres some other examples of responsibilities you may have to endure:


  • Manage the equipment and hardware
  • Make sure the company makes enough product to distribute to the retailer
  • Make sure the company meets demand
  • Control deliveries of products so they get to the right place at the right time
  • Monitor and motivate staff
  • Ensure targets are met
  • Recruit and train staff
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An example for the day of a supply chain manager

Skills and Attributes

You would need to have a degree, preferably in some kind of business or management role.

To become a successful manager they're some hard and soft skills that you're entitled to have:


Hard Skills:

  • They are excellent problem solvers This type of person needs to be outgoing and confident, their energy and ability to take risks is the reason many projects get started and stay successful.
  • Ability to use spreadsheets, databases and other IT programmes for example having advanced edexcel skills
  • Activities relating to ensuring a company makes a profit, such as operations, marketing, promotion, negotiation, and strategic planning.
  • Excellent excel skills
  • Typing skills
  • Good with numbers
  • Good negotiator


Soft Skills:

  • Team leader
  • Communication Skills- Successful supply chain professionals need to be able to speak to and persuade other business stakeholders.
  • Have the relationships to contact the right people so if they ever have any problems they have contacts to sort them out straight away.
  • Ability to remain calm under pressure
  • Make decisions quickly
  • Organised
  • Decisive
  • common sense
  • reliable

Salary

The salary can start between £20,000 and £25,000 a year. When you are more experienced it can raise up to £40,000 a year. Heres a chart below to show the increase salary depending on your experience.
Big image

payscale.com (2016)

Working Hours

You will be working in an office environment, so the manager can oversee and analyse the day-to-day activities of the company. They will need to be near the production or manufacturing areas that they oversee.

A working week will be working on average 30-40 hours per a week. You’ll most likely work between 8am and 6pm, Monday to Friday. Sometimes you may need to work evenings and weekends, or be on call so you can deal with emergencies. Some companies run for 24 hours, and in that case you’d be working in shifts.

Here is a diagram of common career paths

Big image

payscale.com (2016)

Pros and Cons

Pros:

  • The satisfaction of knowing a company relies on you
  • You can work for any industry, anywhere, as all places need someone to control their supply
  • If you like to start and carry out projects then you will enjoy this job.

Cons:

  • Can be very high stress - if you make a mistake a whole company can feel the effects
  • The work might be a little repetitive
  • Long working hours