M.Com. (Marketing Mangement) / The fashion industry consists of two components: creating and developing a new product, and marketing the product. This process is repeated on four levels: raw materials, manufacturing, retailing, and marketing. It is important for the people in the fashion industry to know about every level as they are interrelated. The fashion designer should for example understand the importance of designing and selling garments, and what the consumer looks for in a garment. The fashion marketer should know what happens to the garment before it arrives at the store, so that it will be possible to make wiser marketing decisions. The fashion editor should know every aspect of the garment before starting a marketing campaign. It is important for the people in the fashion industry to understand the consumer and his needs.' Unfortunately, very little information is available in the industry about consumer demand, and satisfying the need ofthe consumer. AIM: The main purpose of this study is to determine whether there is a shift of emphasis to a more user friendly fashion market. Therefore this is an attempt to pin down current trends in fashion marketing, trends which are highly changeable for a . variety of reasons. However, it must not be seen as a prediction of the future of fashion marketing as such for the next decade. This should be seen as an attempt to establish whether the marketer, and his perception ofcustomer needs, playa more important role than the customer and his actual needs. The question which arises is whether fashion is created because of the customer need or does the designer create a fashion for which the customer the develops a need. It is therefore necessary to determine whether trends created by designers, marketers and editors create a need amongst customer. PROCEDURE: Fashion designers, -marketers, and -editors were personally interviewed to obtain information regarding their marketing strategies, target market, and especially their success in satisfying their consumers' needs. Nearly thirty questionnaires consisting offour sections ofmarketing in South Africa were completed by designers, marketers, and editors, aged 22 to 55. RESULTS: The conclusion can be made the shift of emphasis in fashion marketing has not taken place. The consumer together with the designer, marketer end editor play an important part in the fashion world. Fashion is created for which a customer then develops a need.

This diploma thesis deals with the promotion activities to pharmaceutical distributors which are important part of the chain from producer to consumer, to pharmacies and patient as well. The main goal is to analyse if the activities are used and addressed effectively. There is special part devoted to merchandising in pharmacies because it is important in promotion in the point of purchase.

Category management (CM) is an approach of cooperation on category development between supplier and retailer. Supplier brings the knowledge of consumer and products within the category. Retailer brings sell-out data. The whole concept is based on managing categories as strategic business units and delivering maximum value to consumer in form of satisfying his needs. Even though first CM projects in ČR started about 15 years ago, most of the companies have not been able to fully implement CM. The barriers are high organizational demands on integration of CM into company structure and the necessity of trust between the supplier and the retailer in form of sharing data. The objective of this thesis is to identify opportunities in CM based on the analysis of current business process in Plzeňský Prazdroj, a. s. Opportunities identification is reached through comparison of ideal business process defined by specialized literature with the real experience from Plzeňský Prazdroj. Opportunities to enhance the current setting of the CM process will be summarized based on the comparison. Also, new areas of possible utilization of CM will be pointed out.

The diploma thesis focuses on shopping behaviour of seniors when shopping for food. The aim was to identify their needs, detect barriers and problem areas. To determine these characteristics indepth interviews with elderly (n = 35) and observations in 8 grocery stores were conducted. Based on the findings, obstacles and problems of seniors in the food market were identified. Subsequently recommendations were drafted for producers and sellers aiming to increase customer comfort.

This study investigated college student's image of apparel retail stores associated with shopping environment, price, and fashion innovativeness and their self-perception of appearance and fashion innovativeness. These served as the dependent and independent variables, respectively. University of North Texas students residing in on-campus housing completed a self-administered questionnaire measuring each variable. Repeated measure ANOVAs determined differences in self-perceptions and store images across four stores varied by fashion (innovative/mass) and price (high/low). Results indicated that perceptions for shopping environment, price, and fashion innovativeness differed by store. Students' appearance and fashion innovativeness had no significant effect on their perceptions of apparel retail store image. Students perceive stores differently based on shopping environment, price, and fashion innovativeness.

A pesquisa teve o como objetivo entender como as lojas de luxo pretendem seduzir suas clientes mulheres no ambiente de compra através do uso de artifícios de visual merchandising. Foi realizada uma pesquisa teórica e empírica para avaliar a questão, com o shopping JK Iguatemi como estudo de caso. Nele, cinco lojas foram analisadas mais a fundo. Verificou - se que as lojas usam basicamente os mesmos artifícios nos pontos de venda, o que possibilita concluir quais os sentidos humanos são mais estimulados dentro das lojas de luxo / The research aimed to understand how luxury stores intend to seduce their female shoppers in the buying environment through the use of visual merchandising tools. A theoretical and empirical research was conducted to evaluate the issue, with JK Iguatemi Mallas a case of study. There five stores were analyzed further. Is was found that the stores use basically the same tools at the points of sale, which makes it possible to conclude which human senses are most stimulated within the luxury stores

Comunicação e consumo. Design e ponto de venda. O consumo é uma das expressões dinâmicas da sociedade moderna, passou a determinar as relações de produção, acumulação econômica e as relações sociais. O ponto de venda se transformou na configuração do consumo, em função da abundância de novidades no mercado e da contínua re-significação que os objetos são submetidos constantemente. Esta dissertação busca identificar e conhecer, enfocando uma base interpretativa do posicionamento teórico, alguns mecanismos e elementos determinantes que fazem funcionar as engrenagens do consumo no ponto de venda. O problema de estudo se situa na análise teórica de alguns aspectos sociais, mercadológicos e comunicacionais, focando-se no design, no sistema de consumo da sociedade contemporânea, trazendo à luz estudos da Escola de Frankfurt sobre a cultura do consumo. Enfocando os conceitos da comunicação visual nos pontos de venda, subsidiados e permeados pelo levantamento bibliográfico dos campos das Ciências Sociais, Mercadológicas, Design e da Psicologia Cognitiva, apontar-se-á as influências dos elementos estéticos de comunicação sobre o comportamento do consumidor frente ao ponto de venda, servindo como base para reflexão e análise de estudos futuros nas áreas de Comunicação, Marketing e Design. / Communication and consumption. Design and sales point. The consumption has been one of the dynamics expressions of modern society; it has become to define the production relations, economic accumulation and the socials relations. The sales point has become in the configuration of the consumption provide by the great quantity of news in the market and by the continual new signification that the objects are submitted. This research searches to identify and know, focusing the interpretative base of academic view, some tools and issues that make it runs the gear of consumption of the sales point. The study problem is in academic analysis of the social features, marketing and communications, focusing in the design, consumption system of the contemporary society, bringing up to us the studies of the Frankfurt School about the consumption culture. Focusing the concepts of the visual communications in the sales point, subsidize and permeate by the bibliographic of the science social fields, marketing, design and cognitive psychology, will be indicated the influences from the elements aesthetic of communication above the consumer behavior on the sales point, this will be the bases about to reflection and analysis for new researches on the areas of Communication Marketing and Design.

O visual merchandising proporciona ao varejo um ambiente memorável e agradável, além de promover o processo de compra, induzir o consumidor a retornar, favorecer o trabalho dos vendedores e tornar o ambiente da loja estimulante. O objetivo geral da pesquisa foi desenvolver a proposta de um método de apoio à identificação de tecnologias no ponto de venda que vise à competitividade de uma empresa no varejo de moda. A revisão da literatura abordou os seguintes tópicos: varejo, competitividade e inovação; marketing e visual merchandising; tecnologia da informação e a ética no uso de dados dos consumidores; bem como, as empresas de moda que utilizam tecnologia em seus pontos de venda. A metodologia de pesquisa se deu a partir do levantamento conceitual sobre os temas citados. A técnica de pesquisa escolhida para o estudo foi a análise de conteúdo. Os dados que compõem e sustentam o método foram coletados através de uma ampla revisão da literatura. O método apresentado no resultado é baseado em teorias de adoção e difusão da inovação e também em conceitos pertencentes ao varejo de moda. O método se divide em quatro etapas: (i) identificação de tecnologias com potencial de uso para cada uma das áreas do ponto de venda; (ii) fatores de decisão para a adoção das tecnologias; (iii) viabilidade das possíveis aplicações tecnológicas; e (iv) dados provenientes das aplicações tecnológicas e a contribuição de informações para os setores da empresa. Espera-se que em estudos futuros ocorra a aplicação do método em uma ou mais empresas para a verificação real de que ele poderia aumentar a vantagem competitiva, relacionando o varejo à tecnologia / Visual merchandising provides to the retail a memorable and enjoyable environment, as well as promoting the buying process, inducing the consumer to return, favoring the salespeople, and making the store environment stimulating. The general objective of the research was to develop the proposal of a method to support the identification of technologies at the point of sale aiming for the company competitiveness in the fashion retail. The literature review addressed the following topics: retail, competitiveness and innovation; marketing and visual merchandising; information technology and ethics in using the consumer data; as well as, fashion companies that use technology at their points of sale. The research methodology was based on a conceptual survey about the themes mentioned. The chosen research technique for the study was the content analysis. The data that compose and sustain the method were collected through a broad literature review. The method presented in the result is based on adoption and diffusion of innovation theories, along with concepts belonging to fashion retail. The method is divided in four stages: (i) identification of technologies with usage potential for each one of the areas of the point of sale; (ii) decision factors for technology adherence; (iii) feasibility of possible technological applications; and (iv) data from technological applications and the contribution of information to the company\'s sectors. It is expected that in future studies about the application of the method in one or more companies will occur for real verification that it could increase the competitive advantage, relating the retail to technology

Este estudo tem como objetivo principal avaliar o visual merchandising como ferramenta capaz de alterar a percepção e disposição dos shoppers para o consumo de moda em hipermercados. Dessa forma, colabora com o delineamento de estratégias que sejam determinantes na oferta da categoria moda para o segmento supermercadista, haja vista o desafio da gestão de categorias antagônicas (produtos hedônicos e utilitários) em um mesmo ponto de venda, prática crescente no segmento varejista alimentar de grandes superfícies. Para atender tal objetivo foram definidas cinco etapas: (1) levantamento através da revisão bibliográfica dos parâmetros ideais para o uso das ferramentas de visual merchandising configurando um modelo das melhores práticas; (2) identificação do panorama geral das estratégias da atmosfera de loja atualmente empregadas nos hipermercados para comercialização de artigos na seção moda; (3) correlação das práticas do mercado-alvo obtidas no estudo in loco com os dados oriundos da revisão bibliográfica; (4) questionamento do público consumidor feminino acerca de suas impressões em relação aos hipermercados estudados correlacionando-se os dados de satisfação com o overview teórico e aqueles identificados no mercado; e (5) verificação junto ao público consumidor sobre a capacidade do ambiente de loja alterar as percepções de valor dos produtos e sua disposição à compra. O estudo, portanto, é de caráter descritivo e qualitativo, utilizando-se dos métodos de observação e entrevista. A análise dos dados permitiu concluir, entre outros aspectos, que os recursos de visual merchandising que compõe a atmosfera de loja são relevantes na decisão de compra e que a imagem de marca (sobretudo de preço baixo) e a possibilidade de pouca variedade de produtos altamente especializados, afetam a definição de uma missão de compra hedônica. Logo, a missão de compra utilitarista, tradicionalmente vinculada aos hipermercados, tem na atmosfera de loja um contraponto positivo para estimular o consumo de vestuário de moda, sendo que, quanto maior o conteúdo de moda da categoria de produtos comercializados, mais importante será uma atmosfera de loja com identidade e linguagem próprias do varejo especializado de moda, diferenciando o setor do restante do hipermercado / The main goal of this study is to evaluate the visual merchandising as a tool capable of changing the perception and disposition of shoppers for the purchase of fashion products in hypermarkets. In this way, it collaborates with the definition of strategies that are determinant in the offer of fashion for the supermarket segment, given the challenge of managing antagonistic categories (hedonic and utilities products) at the same place, a growing practice in the food retail segment of great surfaces. To meet that goal, five steps were defined: (1) data collection through the bibliographic review of the ideal parameters for the use of visual merchandising tools, setting up an ideal theoretical model for the practice; (2) Identification of the general panorama of the stores atmosphere strategies currently used in hypermarkets for the retail of fashion items; (3) correlation of target markets practices, obtained in the study in loco with the data from the bibliographic review; (4) questions presented to the female customers about their impressions of the hypermarkets analyzed, correlating the satisfactory elements with the theoretical model and those identified in the market. And (5) examination of the consumers opinion about the ability that the stores environment have in changing their perceptions regarding the value of products, and their willingness of purchasing of such items. Therefore, this study is descriptive and qualitative, using observation methods and interview. The analysis of the data has allowed a conclusion that shows that the visual merchandising features that set up a stores atmosphere are relevant in the purchase decision, and that the brand image (especially with a low price characteristic) and the offer of a small variety of products, change the definition of a hedonic buying mission, among other aspects. Therefore, a utilitarian buying mission, traditionally linked to hypermarkets, has a positive counterpoint in the stores atmosphere to encourage the purchase of fashion clothing, being that: the greater the fashion content in the category of products, the more important is a stores atmosphere that presents identity and specialized characteristics from the fashion commerce, differentiating the section from the rest of the hypermarket

by Lee Mei-seong, Michelle, Ng Yuen-lai, Lorraine. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 68-70). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / ACKNOWLEDGEMENT --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Purpose --- p.2 / Scope --- p.3 / Methodology --- p.4 / Research Design --- p.4 / Data Collection Method --- p.4 / Sampling Frame --- p.4 / Chapter II. --- LITERATURE REVIEW --- p.5 / Macro environment --- p.5 / Geography --- p.5 / Population and Demographics --- p.5 / Economic Size and Growth --- p.6 / Inflation --- p.8 / Income and Income Distribution --- p.8 / Purchasing Power --- p.8 / Retail Sales --- p.9 / Fashion Retail Market Situation in China --- p.9 / Market Size/Profile --- p.10 / Demand --- p.11 / Consumer Attitudes --- p.11 / Various Market Segments --- p.12 / Marketing Strategies --- p.13 / Product Strategies --- p.15 / Pricing Strategies --- p.18 / Distribution Strategies --- p.19 / Promotion Strategies --- p.20 / Chapter III. --- SUMMARY OF FINDINGS FROM OBSERVATION AND PERSONAL INTERVIEWS --- p.26 / Shopping Area --- p.26 / Top Fashion Brands --- p.27 / Customer Profile --- p.27 / Marketing Mix --- p.28 / Product Strategies --- p.28 / Pricing Strategies --- p.29 / Distribution Strategies --- p.30 / Promotion Strategies --- p.32 / Chapter IV. --- CASE STUDIES --- p.34 / Case One: Gianni Versace --- p.34 / Background --- p.34 / Marketing Strategies --- p.36 / Management --- p.40 / Critical Success Factors --- p.40 / Problems and Opportunities --- p.41 / Case Two: Celine --- p.42 / Background --- p.42 / Financial Issues --- p.43 / Marketing Strategies --- p.44 / Case Three: Cerruti --- p.48 / Background --- p.48 / Marketing Strategies --- p.48 / Chapter V. --- PROBLEMS IN RUNNING HIGH FASHION BUSINESS IN BEIJING --- p.51 / Over-Estimation of Purchasing Power --- p.52 / Increasing Inflation --- p.52 / Shortage of Supply of Management Staff --- p.53 / Increasing Competition --- p.53 / Chapter VI. --- ACTION PLAN --- p.54 / Employ Experienced Personnel to Head the China Business --- p.54 / Consult Consultants/China Expert --- p.55 / Observe Performance of Competitors --- p.55 / Check Town Planning --- p.56 / Check the Prospective JV Partners --- p.56 / Evaluate the Feasibility --- p.58 / Define the Target Customers --- p.58 / Plan the Marketing Strategies --- p.59 / Product Strategies --- p.59 / Pricing Strategies --- p.60 / Location --- p.60 / Promotion Strategies --- p.61 / Plan the Management Strategies --- p.61 / Awareness of the Environment and Getting Feedback --- p.62 / Long Term Vision --- p.62 / Guanxi --- p.63 / Image and Identity --- p.64 / Chapter VII. --- CONCLUSION ´ب --- p.65 / APPENDIX --- p.66 / BIBLIOGRAPHY --- p.68