Bayer is in fashion. Who is a buyer and his role in the commercial retail industry

• Summer course "Purchasing fashion collections" in Istituto Marangoni. In the classroom, students get acquainted with the features of the procurement process, learn to work with different store formats, determine the company's policy, and explore the audience by geographical and demographic principle. At the apparel buyer courses, students will master the tools of communication and branding, learn how to develop a strategic profitability model and build pricing. The participants of the program will consolidate the acquired knowledge in practice - students will visit outlets and showrooms to learn how to interact with fashion industry professionals.

Cities: Milan and Florence
Teaching languages: English, Italian, Portuguese
Course duration: 3 weeks

• Master's course "Fashion Buying" in Istituto Marangoni. This program is designed for bachelors in marketing, economics, fashion design and professionals with experience in the field of procurement. During the year, students will learn how to analyze the fashion industry, develop purchasing strategies, control finance and manage supply chains. The curriculum includes strategic marketing and visual merchandising. The course lasts 1 academic year, and the program in Paris and London additionally includes an internship (12 weeks) and the preparation of a dissertation (12 weeks).

Cities: Milan, Paris, London
Teaching languages: English, Italian
Course duration: in Milan - 1 academic year, in Paris and London - 1 year and 4 months

• Postgraduate program "Fashion Buying & Merchandising" in Istituto Marangoni. The first part of the course is devoted to the development of the buyer's personal qualities. Students will also learn about the influence of factors such as design, purchasing, technical subtleties and merchandising on the volume of profit. The second part of the course is practical work- students independently collect and analyze data to develop a procurement plan and forecast profits. This program helps to master managerial skills and provides extensive knowledge in the field of retail, import/export, pricing strategies.

Town: Florence
Teaching language: English
Course duration: 1 semester (20 weeks)

Why is everyone selling snake prints next season? Is it true that in many stores Are collections from previous seasons presented?

Buyers know the answers to these questions - intermediaries between designers and buyers.

Bayer, aka Purchasing Manager, is in charge of rational use budget of his company, studying the market and purchasing a product that will bring a guaranteed profit. From the outside, this work looks like a holiday - attending fashion shows, dating designers and celebrities, travel around the globe.

Bayer and Net-A-Porter founder Natalie Massenet at Paris Fashion Week

In reality, the worker the process begins with an analysis of the sales results of previous seasons, searching for errors in calculations and drawing up a procurement plan for the new season. The buyer must predict in advance the preferences of the buyer in the future - after all, the order is being made six months before going on sale.

Victoria Beckham analyzes a cut at a fashion show.

Because of mass market retailers are not ready to take risks, in most stores every season you will find basic collections of jeans, cardigans, plain t-shirts and shirts. This is the backbone that brings guaranteed profit, and can be modified only in details depending on the season - buttons, colors, sleeve length. Trend collections are usually presented in limited quantities to minimize possible losses.

In multi-brand boutiques, the situation is different. Buyers try to surprise their customers, and bring edgy novelties, which yesterday were on the podium or on the pages of gloss. Regular customers also have the opportunity to order the vending item under the order. Basic collections in stores of this type are practically not found, except for things specific to the brand, for example, Ralph Lauren polo or Burberry trench coat.

Bayer mytheresa.com Justin O'Shea on his way to a fashion show. Look for the top shopping list of the new season according to Justin in the September issue of ELLE Ukraine

If you want to master the profession of a buyer, in Ukraine, alas, it will not be possible to do this. You can get a diploma in one of the fashion universities abroad: for example, at the London College of Fashion, Instituto Europeo di Design, or even on the course "Management and Fashion Theory" at the Faculty of Sociology of Moscow State University. Second option: start to comprehend the sphere of retail from the very bottom: the positions of the seller, then the manager, and, finally, the buyer in the fashion chain. will play in your favor brand awareness and good performance about the buyer profile. To succeed in this profession, it is necessary to constantly monitor all the ongoing events in the world of fashion, art, cinema; analyze sales and customer reviews, always be ready for changes and innovations.

And then a place at the prêt-a-porter shows is guaranteed for you!

Bayer (from English. buyer) - literally "buyer", the person responsible for the formation of the assortment of the store.

It is generally accepted that fashion is determined by designers, stylists, glossy magazines, specialized TV channels. However, what appears in boutiques shopping malls and, in the end, reaches the consumer, the fruit of the work of professional buyers. Like category management in grocery retail, buying in the fashion industry is not included in the educational standards of Russian universities. The path to the profession of a buyer lies through the related specialties of design, marketing and management in fashion.

Buyers are not just managers of the purchasing department or the supply department, who only agree on the delivery of goods. How well the buyer works will also depend on how the entire store will work.

What is the main key to the success of a clothing store? The item it sells. It must meet the requirements target audience otherwise the business will end. Bayer must analyze the needs of customers and select for delivery such goods that will certainly be in demand. At the same time, not only the wishes of customers regarding a particular brand are taken into account, but also financial capabilities. potential buyers. Agree, it is unreasonable to buy a batch of suits for 40,000 rubles to a store whose customers mostly prefer suits under 20,000 rubles. An ill-conceived purchase results in losses, and the buyer must prevent them.

In most fashion stores, buyers are responsible for purchasing new clothing collections. The required quantity of goods is carried out on the basis of an analysis of the average purchases of the previous period. The item must be selected. So that it can meet the needs of customers with different financial capabilities.

Like many other professions, the profession of a buyer appeared on the domestic expanses relatively recently. But in a few years, it has already become quite familiar, especially in large cities. Domestic buyers in their work must take into account some national characteristics. For example, not all clothes are fashionable Italian brands suitable for implementation in Russia. For example, white jeans are not very popular among domestic consumers. Then, in the West, it is considered acceptable to have only expensive jeans, and change only the "top". Our people, on the other hand, often like to change both the lower and upper parts of their clothes.

Given that the profession of a buyer has not yet reached the pinnacle of development, there are not too many high-level specialists. But total buyers is constantly increasing. To achieve success in this business, a person needs to know the market well, customers, the features of his store, fashion trends of the current and future seasons. And this is far from everything that the buyer should know, but only the basic requirements.

Bayer must be mobile, quickly respond to the changing situation and adapt to new conditions. Bayer needs to be responsible. Because he constantly has to make important decisions on his own. Mathematical skills will also not interfere with the buyer, since the calculations take not last place in his work. By the way, the work of a buyer is very, very responsible, because it is often impossible to cancel purchase agreements.

• The main advantages of the work of a buyer include the fascinating specifics of the business, the ability to often travel abroad, and in case of success of one's own work, a high salary.
• Disadvantages include busy work schedules and high material liability which are not for everyone.

Attending shows is one of the main tasks of a buyer. After the shows, there are showrooms where, in addition to seeing new collections, you can also feel them, try them on, see what kind of fabrics and quality, find new contacts, and get new ideas. To form a successful collection, it is necessary to summarize information about new trends and how they are implemented in the collections of Russian and even European designers, because. modern Russian fashion largely follows the Western one. Things are selected, first of all, with strong energy, interesting. great attention given to fabrics, as one of the latest trends is that it is fabrics that dictate fashion.

Specific items from the collections are selected for specific clients. Often, the buyer even acts as a stylist, helping the buyer to complement the newly purchased dress with the necessary accessories. Similar close relationships are established with aspiring fashion designers. Bayer turns into a teacher telling what clothes sell best. New ideas should be wearable and dressed in good fabric and quality. Designers are invited to make the same model, but in a different size or from a different fabric, more interesting or best quality. Working with accessories is another important part of the profession. They are selected in accordance with the selected items for purchase.

In Russia, the profession of a buyer appeared not so long ago, less than ten years ago. If in the Western fashion industry this is a fairly developed infrastructure, in which specially trained professionals work, then Russian buyers are still learning this interesting profession by trial and error.

Personal qualities: responsibility, initiative, sociability, stress resistance, commitment, punctuality, creativity.

Since buying specialists are modern Russian education does not offer - you will have to study only during work. Of course, a certain reserve is needed: the ability to understand fashion, your own excellent taste, the ability to communicate and, of course, more desire to do this business.

Clothing retailers are looking for experienced professionals who are well versed in the preferences of potential buyers.

How to become a buyer? The most common is to get a job as a sales assistant in a boutique. You will have the opportunity to communicate with visitors, to explore their tastes. After some time, you can become an assistant to the buyer, and then the buyer himself.

Once again, but this is a brief description of the fashion industry buying expert:

Bayer works in a certain area of ​​trade, which is related exclusively to the sale of toilet items - clothing, shoes, accessories, etc. Its activities are aimed at the implementation of effective agency or representation services between product manufacturers and sales representatives.

Activities:

• visiting fashion shows
• participation in showrooms
• conclusion of contracts for the purchase of products
• control and tracking of all stages of the supply process
• establishing partnerships

Places of work:

• shops and boutiques specializing in the sale of toilet articles
• fashion houses

Professional skills:

• interest in fashion, trends and trends
• ability to understand brands, types of products, quality requirements, wholesale and retail prices
• marketing planning skills
• knowledge of consumer psychology
• knowledge of one or more foreign languages
• driving license and own vehicle

Additional features:

In Russian educational institutions while there are no standard programs for the preparation and release of buyers, therefore, you will have to master all the requirements necessary for this activity on your own, in theory and in practice. In order to start a career in the buying industry, you need to work as a sales assistant for some time, and then become a buyer's assistant and, finally, the buyer himself.