Product knowledge is essential for any fashion merchandiser who wants to create compelling assortments, optimize sales, and satisfy customers. But how can you stay updated on the latest trends, features, and benefits of the products you work with? Here are some of the most effective sources for gaining product knowledge in the fashion industry.
One of the primary sources of product knowledge is the supplier or manufacturer of the products you sell. They can provide you with detailed information on the materials, quality, design, fit, and functionality of their products, as well as their unique selling points and competitive advantages. You can access this information through their websites, catalogs, brochures, or sales representatives. You can also ask them for samples, training, or feedback to enhance your product knowledge.
Nothing beats spending time in brick-and-mortar stores. Observe consumers as they shop. What do they touch, what do they try on, what do they put back on the rack.
Five Strategies To Increase Your Product Knowledge for the fashion Industry - Invest the Time -Get the Basics -Learn the Need -Role Play -Jump In You also need to develop -Strategy creation -collect consumer insights -collect brand insights -collect manufacturing insights -Creation of marketing materials FASHION MARKETER SKILLS 1. Business-minded 2. Creativity 3. Drive 4. Curiosity 5. Personable And you must need to be curious and open minded to learn. and always be active listeners.
1. Educational Courses and Workshops 2. Networking and Industry Professionals 3. Industry Reports and Market Research 4. Retail and Brand Websites 5. Fashion Magazines and Publications 6. Online Fashion Platforms and Blogs 7. Fashion Magazines and Publications
The best way to gain knowledge of menswear product is to spend time on the shopfloor. I spent over a decade selling product before my move into a Head Office role. Working with great colleagues who would share their experience but also learning from customers.
Understanding the product is important. Getting the information from the manufacturer is the key to understand the product. Learn and explore is what you need to know.
Another valuable source of product knowledge is the feedback from your customers. They can tell you what they like or dislike about the products, how they use them, and what problems or needs they have. You can collect customer feedback through surveys, reviews, ratings, social media, or direct communication. You can also observe customer behavior and preferences in your store or online platform. By listening to your customers, you can learn how to improve your product selection, presentation, and service.
Yes this is one of the most valuable assets you will ever have in sales. Client feedback fuels product knowledge. With out this you can only go so far with just product knowledge.
Nothing teaches you better than customer feedback, it is like listening to a story from the main character of a script of a movie it is created on.
This is quite personal and may vary from customer to customer. so, self assess always very essential and a must. Order it yourself and analyse it.
Ajay Doshi, you're right if we're talking about fashion. But if we are talking about the quality, versatility, efficiency, durability, etc. the feedback is vital from my point of view.
By hearing out the customers feedback, you become more and more accurate in the quality of your fashion advice… and soon, you can anticipate in the boutique what product will be à best-seller if not!
A third source of product knowledge is the industry publications that cover the fashion market. These can include magazines, blogs, newsletters, podcasts, or reports that offer insights, analysis, and opinions on the current and future trends, innovations, and challenges in the fashion industry. You can subscribe to these publications or follow them on social media to keep up with the latest news, developments, and best practices in your field. You can also use them as a reference or inspiration for your own merchandising strategies.
In the fashion industry, gaining product knowledge is vital. Industry publications serve as a rich source for this. Magazines like Vogue, Elle, and Harper's Bazaar offer insights into trends, designers, and emerging styles. Trade publications like Women's Wear Daily (WWD) focus on business aspects, covering market analyses, consumer behavior, and industry news. These publications provide a comprehensive view, amalgamating fashion, business, and market dynamics, helping professionals stay abreast of the latest developments and trends.
The more information you will consume, the more deep rooted the knowledge would become. Fashion blogs, celebrity looks, fashion shows are the best indicators of what is coming.
Yes, helps to an extent. But in today’s world one comes across a lot of paid articles which has become essential and Indont fault it. Bit, essentially it can be a step forward to move
Trend speed with product can be difficult to navigate - however product marketing can be allowed to be influenced by micro trends that appear daily / weekly across different platforms. It's really important to invest time and resources in this direction.
Not sure if you are in the right business if you lack product knowledge. Naturally, you want to keep learning, but you should have insane level of expertise at the start, anything less is a gamble. Sales will lead your merchandising and marketing choices. Unfortunately, customers will not teach you about product: drivers don't know how cars are built, and shoppers don't know how t-shirts are sewn. Some areas are hard to hack. Hire a professional.
A fourth source of product knowledge is the competitor analysis that helps you understand how your products compare to those of your rivals. You can conduct a competitor analysis by researching their websites, catalogs, social media, or stores to see what products they offer, how they price them, how they display them, and how they promote them. You can also identify their strengths and weaknesses, their target markets, and their unique value propositions. By doing a competitor analysis, you can learn how to differentiate your products and gain a competitive edge.
I learned a lot visiting stores, looking at their VM, touching the merchandise and asking questions to the Client Advisors. I think Retail is proximity, spending time in store we can get knowledge about retail business and product as well
I have always found that competitive analysis is vital in determining trends and client satisfaction. The ability to assess, evaluate and if necessary correct merchandise that meets customer expectation is essential in a company’s ability to sustain growth, especially in the retail sector.
This is very crucial and important. In most of the cases it is rather quite difficult to accept the shortfall in own product so comparisons with competitors products is essential and gives a very constructive appraisal of one’s own product.
I agree and it’s not just competitors. You can learn a lot from merchandising examples from other industries. I look at adjacent retailers for insights as to how they try to elevate the customer experience and see what can be incorporated into our strategy. It’s got to be a balance between taking the best ideas and tweaking them to be unique so that you still represent your brands vision and feel.
I have found shopping the market for all aspects of design including fabrics and styles to be an invaluable resource for staying competitive.
A fifth source of product knowledge is the online courses that teach you the fundamentals and advanced skills of fashion merchandising. You can enroll in these courses to learn about the history, culture, and psychology of fashion, the principles and techniques of product development, buying, and styling, the tools and methods of visual merchandising and marketing, and the best practices and standards of the fashion industry. You can also gain certifications or credentials that demonstrate your expertise and credibility as a fashion merchandiser.
This works as additional source of information to lead on. Definitely, it’s an option one must make use of and gather as much information as possible for detailed analysis.
This works as additional source of information to lead on. Definitely, it’s an option one must make use of and gather as much information as possible for detailed analysis.
A sixth source of product knowledge is the professional networks that connect you with other fashion merchandisers and experts. You can join these networks through online platforms, forums, groups, or events that facilitate communication, collaboration, and learning among the members of the fashion community. You can also participate in these networks by sharing your experiences, insights, and questions, or by seeking advice, feedback, or mentorship. By engaging with your professional networks, you can expand your knowledge and perspectives on the products you work with.
Connecting with professional network groups can help to gain in depth knowledge about products.One can also get feedback & suggestions about any product.Trends change frequently, so being up to date is important. And these professional networks can help to share the updates about the latest trends.
Networking is the most important part of every industry. 1. Attend industry events, conferences, and networking sessions to connect with professionals. 2. Attend major fashion trade shows and exhibitions, such as Paris Fashion Week, New York Fashion Week, and others. These events provide an opportunity to see new collections, connect with industry professionals, and gain insights into upcoming trends 3.Attend majority of the workshops related to your industry to socialise more.
Your networks are sometimes people you may not immediately class as a network - cliques, cohorts and niches exist all around us on a daily basis we get to experience a host of networks that with practice can be tapped into. That cafe, the shop are all networks with their own brilliance.
Fantastic contributions, but one point is missing. In my opinion, one of the most important. At the end of the day, in our industry, we learn from each other. We learn human to human. My most valuable lessons were taught to me by a seasoned rep, a long time store associate, or old shoe dogs that had been in the business for decades. One of my favorite sayings is, "experience can't be improvised". My advice is to find the most seasoned veteran in your corner of our industry and spend time learning from them. You'll learn things that are not in the books, hear great stories and have a heck of a lot of fun to boot.
the only way to learn about product in fashion industry is to work in manufacturing. online courses, magazines, and stuff like that can only give you some insights of whats going on, they will never show you 'how its done'. you want to see how its done, find your way in manufacturing.
Broadly 2 sources: Theory as foundational knowledge, and is a must have 1.Offline / Online courses as the base 2.Blogs / Articles / Podcasts to keep updated with the latest trends, innovations etc Practical for the nuances, and nothing can replace this 1.Analyzing the product itself ie hangtags / inside labels which has key product info eg USP, features, composition, care instructions, supplier details etc 2.See, touch, feel, try, use product to get the first-hand experience and nuances yourself 3.Spend time on the shop floor understanding consumer behavior and taking feedback 4.If possible, visit the factory where the product is made and talk to the experts to understand what it takes to make that product from raw materials to finished one
I cannot think of anything more valuable than getting on the ground and working directly with the patternmakers and everyone in the manufacturers' ateliers and sample rooms. Hands-on experience is the only way to learn and fully grasp how the product is being made. I am a big believer in the saying "You can only break the rules you have mastered".
All of the above must be considered. And none of this is useful if multidisciplinary and transversal teams are not built and developed, adding engagement with all key stakeholders.