Fashion Merchandisers, Marketers and Buyers, Oh My!

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Fashion Merchandising, Marketing and Buying

What's the difference between fashion merchandisers, fashion marketers and fashion buyers? If you find yourself asking this question, you're not alone. It seems like these titles are often used almost interchangeably or, perhaps, to describe different functions of the same job. It all seems unclear.

Merchandising, marketing and buying are closely related. Depending on the job you get, you may focus on one of these things, or you may do all three. Some companies may not have the resources or the need to separate these job functions. In other companies, however, it may make sense to divide the work load according to these different tasks. Each job is different.

Defining the Roles

Fashion Merchandising - The goal of good fashion merchandising is to craft a positive consumer experience. Fashion buying can be a part of this. From choosing what to sell, to designing how it's displayed in stores, fashion merchandisers have customers in mind. They know that presentation counts. A sweater on its own may not dazzle, 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.

Fashion Merchandising, Marketing and Buying Education

A fashion merchandising or 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.

School Spotlight

To acquire the comprehensive skills needed to move seamlessly into the ever-changing fashion industry, check out the fashion merchandising or marketing programs at AIU. Choose an AIU campus with fashion programs near you:

Buckhead, Los Angeles or South Florida

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