Merchandising of shirts for men: switch to scientific merchandising and increase sales Practical MD (Japanese Edition)
Merchandising of shirts for men: switch to scientific merchandising and increase sales Practical MD (Japanese Edition)

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本書は紳士服の専門店や百貨店、GMSなど大型店のワイシャツのMDを組み立てるときに作成するプランを解説しています。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。ワイシャツの分類基準の候補としては、関心度別の分類基準の「ブランド」「デザイン(レギュラーカラー、ボタンダウン、ワイド、クレリックなど)」「柄」「素材」、対象別の分類基準の「エイジ(年齢)」「グレード(収入)」「テイスト」です。MDプランで活用する商品分類は、素材とデザインを重視したA案、テイスト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.24 【ワイシャツのマーチャンダイジング】 目次CHAPTER1 ワイシャツのMD1.ターゲットの設定2.商品構成とプライスゾーン 1)ブランドの位置付けを決める 2)プライスゾーンと中心価格を決める 3)グレード別プライスゾーンを決める3.商品分類と売上予算の決定 1)大・中・小分類を決める 2)大分類、中分類の売上予算の決定 3)アイテム別ブランド別売上予算の決定4.アイテム別型数5.関心度別型数 1)ブランド別型数 2)デザイン別型数 3)素材別型数 4)デザイン別ブランド別型数 5)素材別ブランド型数6.プライス別型数 1)グレード別プライスゾーンとシェア 2)プライス別デザイン別型数7.ターゲットとの整合性 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CHAPTER2 収集データ実例1.売上データ収集の実例  1)ワイシャツの素材別ブランド別売上データ 2)ビジネスシューズのデザイン別ブランド別売上データ 3)カバンのオケージョン別アイテム別ブランド別売上データ 4)ネクタイの大分類別ブランド別柄別売上データ 5)紳士マフラーの素材別柄別売上データ 6)紳士肌着のスタイル別ブランド別売上データ2.気温と天気で売上を予想する3.仮説と検証の繰り返しが業績を向上させる4.半袖の販売数量最大化のために 1)最高気温、最低気温を参考にする 2)半袖の販売のピーク日とVPに着せる日5.コートの販売数量最大化のために 1)気温と売れ行きの関連を追究する 2)気温とVPのノウハウを得る6.お客様要望カード 1)ウォントスリップ 2)ウォントスリップ+週間ベストセラー 3)品切れ伝票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: 847 pages
  • File Size: 3670 KB

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