Fashion Marketing, Merchandising and Buying, Oh My!

What's the difference between fashion merchandising, fashion marketing and fashion buying? If the line seems a little blurry to you, it might be because there can be a lot of overlap between the three. In fact, depending on where you work, your job description may contain elements of merchandising, marketing and buying.

While fashion merchandising, marketing and buying are distinct job functions, some companies may not have the resources or the need to separate them. In other companies, it may make sense to divide the work load according to these different tasks. Each employer has different needs.

Fashion Merchandising – A fashion merchandising job description is based around crafting a positive consumer experience. Fashion buying can be a part of this. From choosing what to sell, to deciding how it's displayed in stores, fashion merchandisers have a customer-focused approach. They know that presentation counts. A sweater by itself may not attract attention, but pair it with the right belt, jeans and some fabulous shoes, and it becomes a hot item. Fashion merchandising experts subtly inspire consumers to see the possibilities in their products.

Fashion Marketing – Fashion marketers are not so subtle. It's their job to promote fashion. They want to generate interest in new styles and products. Fashion marketing involves advertising, but it's more than that. Fashion marketers have to be on the cutting edge—endorsing the right thing at the right time. They connect the public with the world of fashion, and they help set trends.

Fashion Buying – While many people think that they could make a career out of shopping, fashion buying is more complex than that. Fashion buyers have to be aware of the nuances of trends. They have to anticipate where styles are going and what will catch on with consumers. Not every new style will make it to the marketplace. Fashion buyers make decisions about what to sell and how much based on their knowledge of fashion history, market trends and customer psychology.

A fashion merchandising or fashion marketing degree will most likely prepare you for all three job functions. However, when considering where to get your degree, you should ask questions about what the program will cover and what kind of jobs you will qualify for upon graduation.