Real-Life Communication
Communication is essential in any retail business. In the fashion
industry, buyers must listen closely to the likes and dislikes of their clientele,
then convey those opinions to the designers. Buyers can't afford to allow
personal preferences to get in the way of what they purchase for their store.
Listening to what their customers want is a necessity in order to remain in
business.
When making purchasing decisions, fashion buyers often have
only a black-and-white sketch of a garment along with a book of fabric swatches.
In order to decide whether to buy an item for their store, they have to match
a sketch with a particular fabric, then visualize how the finished product
will look.
Through those simple sketches, designers communicate to
the buyers and showcase their garment lines.
"It's difficult to picture
the entire suit with just a two-inch swatch," says Karlene Pryce, a fashion
buyer. "Many times we go down to the factory to try to see samples of each
garment, but samples aren't always available. So based on those drawings,
we decide what to buy for the store."
You're a fashion buyer employed
by a clothing boutique for women. The store's owner shows you a picture of
an outfit from a fashion magazine.
She wants your opinion of this garment.
Do you think the suit will be popular and sell? Why or why not?
Pick
a picture of an outfit from a magazine. Would you recommend the boutique stock
this outfit for the next season? Explain, in your own words, why someone would
buy the outfit. Cover all the aspects, including design, fabric and price.