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

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婦人傘だけに特化している専門店はあまりないと思いますが、百貨店など大型店には婦人傘の売場があります。本書では婦人傘売場の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。大型店の傘売場は雨傘とパラソル、雨傘は婦人用と紳士用、そしてレイングッズに分けられ、パラソルは晴雨兼用と日傘で構成されています。本書は婦人用雨傘のMDについて解説致します。雨傘の分類基準の候補として挙げられるのは、「エイジ」、「グレード」、「ブランド」、「素材」、「重量」、「柄」、「色」、そして長傘・折傘の「スタイル」です。「素材」とは「UV加工」の商品と他の商品に分ける時の分類基準で、「軽量」とそれ以外の「通常の重さ」の商品とに分ける時の分類基準を「重量」とします。エイジ別分類は「ヤング」と「アダルト」、グレードは「ベター」と「モデレート」の2分類とします。商品分類は「スタイル」と「重量」と「素材」を重視したA案、「スタイル」と「エイジ」と「グレード」を重視したB案の2つを紹介します。実践MDシリーズNo.9 【婦人傘のマーチャンダイジング】 目次CHAPTER1 婦人傘のMD1.ターゲットの設定2.商品構成とプライスゾーン 1)長傘のプライスゾーン 2)折傘のプライスゾーン3.商品分類の大・中・小分類の決定 A案:スタイル、重量、素材を重視 B案:スタイル、エイジ、グレードを重視4.アイテム別型数5.関心度別型数 1)重量別素材別型数 2)ブランド別型数 3)長傘の重量別素材別型数と該当ブランド 4)折傘の重量別素材別型数と該当ブランド6.プライス別型数 1)プライス別重量別素材別型数 2)プライス別重量別UV加工別該当ブランド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: 738 pages
  • File Size: 3670 KB

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