Real-Life Decision Making
"As fashion buyers, our decisions are based upon our clientele," says Karlene
Pryce, a fashion buyer.
The bottom line in any retail outlet is to move merchandise. In order to
do that, the store has to stock what customers want.
"We have to listen to them, then talk to the designers so they can create
what our clients want and what we can bring into our store to sell," she says.
The buyer also has to keep the overall character of the store in mind.
For instance, if the store carries classic women's clothing, a fashion
buyer wouldn't purchase trendy lines. Or if the customers enjoy high-class,
expensive clothing, a buyer wouldn't purchase a jacket that would retail
cheaply.
When ordering from a purchase order catalog, fashion buyers have to decide
how many pieces of a particular garment to order. They also have to decide
which colors of a garment to stock, based on material swatches.
You're a fashion buyer working in a clothing boutique. Its niche in
the market is to carry classic women's clothing in designs and fabrics
that never go out of style.
Your customers don't mind paying a little more for their clothing,
because they know it will last for years. They prefer classic colors, such
as basic navy and black -- nothing gaudy or cheap looking. You don't
stock outrageous items that will go out of style quickly.
Your clientele come from all walks of life, from the successful businesswoman
to the stay-at-home mother who wants to look her best at women's club
meetings.
You're thumbing through a purchase order catalog, deciding what to
stock for the following season. You spot a bright pumpkin-colored jacket matched
with a pair of black leggings.
Bright orange is the season's hottest color. Yet you've never
purchased anything so out-of-the-ordinary for the store.
The whole outfit screams of fad. The chances of the jacket still being
in style next year are slim. Not only that, it's extravagantly expensive
-- much more than your clients are used to paying.
But you absolutely love the outfit. Everything about it appeals to you.
The contrast in colors is striking, and the style is very chic. To
you, the outfit is a fashion statement, and you want to purchase it for the
store. In fact, you want to buy the outfit yourself. It's so "you."
However, the owner of the boutique is very conservative. She's been
in business for years, and she believes she knows what her clients like and
want. You know she will question your purchase decision if you go with the
outfit.
What would you do?