According to Shaw and Koumbis (2017), fashion buying is often seen as one of the most glamorous of all fashion retailing roles. Despite its popularity, Nobbs, O’Sullivan and Middleton (2014) emphasize that the fashion buying role, in particular, is one of extreme in regards to the successes of a retail organization. Forrester (1987, p.25) states that “no single individual has a great influence upon profitability than the buyer”. Clark et al. (2014, p. 44), furthermore, assert “ that the role is to ensure that the products purchased for sale by the retailer are appropriate for the target market and can sell in sufficient quantities to achieve the profit margin expected by the business”. Moreover, Nobbs et al. (2014) describe buying as a paramount of importance as the key cost price and stock level depends on the buyer and is of vital significance to the organisation’s success. Clark et al. (2014,p.44) put the emphasis on the role very clearly on three elements:
• “product rage creation
• within an appropriate target market
• that will deliver commercial strength”.
According to Francesca Robert, the Denim Buyer for Topshop (see NTU, 2019) to deliver a target product range clearly requires a set of skills. First, the buyer must understand the product development process, the influence of fashion and cultural trends on product ranging and have the ability to interpret these into balanced for a particular target market (Clark, 2014, p. 47). Second, they must be able to articulate received information and creativity through persuasion and negotiation with both internal and external stakeholders to ensure all aspects of the planning and trading processes are completed as per agreed time frame. And third, the buyer must be flexible and resilient in order to manage the inevitable changes of any changes and unpredicted matters that occur. These could include that supplier not being able to manufacture a particular product as per requested cost price or an emerging trend requiring that a ranges creative direction must be amended or finance manager requiring cost saving which a change to budget. The Denim Buyer for TopShop Roberts (2018) pointed out that supplier, cost, margins, trade turnover and product uniqueness impacts the overall financial success of a business. In addition, Francesca (2018) in particular addressed that great relationship with treadmills enables her to negotiate the best price and fabrics that exclusive only to TopShop this, also, helps to stay competitive on the market. All these highlights signify the importance of the buying functions in term of influence on the performance of the organisation as well as the buyer responsibility to fulfil the needs of the customers.
References:
Clark, J., 2014. Fashion merchandising: Principles and Practices [eBook]. New York: Palgrave Macmillan . Available via: NTU Library OneSearch [Accessed on 17 January 2019].
Forrester, R., (1987). Buying for profitability: The importance of the buying function Journal of Retail and Distribution Management [online], 15(3), 25-26. Available via: Emerald Insight [Accessed on 17 January 2019].
Shaw, D. and Koumbis, D., 2017. Fashion Buying [eBook]. 2nd ed. London: Bloosbury. Available via: Bloomsbury.
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