Dwijendra Kumar
(Pic Courtesy: AjjayMehrra)
Concept of Retailing is the latest phenomenon entering domestic market with big retailing companies coming up in the metros and state capitals. Sourcing their inspiration from European countries where retailing is an established medium of communication between buyer and the seller, these retailing houses not only cater to consumer durables, fashion products but also food items and vegetables. The stress being on providing variety to the customers as also the comfort.
While few multinationals and domestic giants have got their stores in the metros, at local level too retailers are investing to give their stores a new and attractive look. Reason for this change is the shift in the consumers preferences. Today, they hold the key to the business with competition growing in the market.
Further, there are a number of brands available in a particular category and thus competition among them to entice customers. Customers, on the other hand, want to go through each product before picking up their choices. Not only nice ambience but consumers also want to be given individual attention and time.
Since their disposable income has risen, consumers don’t mind paying extra money provided their shopping experience is good and worth enjoying.
But, setting up nice looking big stores is not enough. Good strategy incorporating various aspects of marketing is the need of the hour for survival of the retailers in this highly competitive field. Today’s much aware consumers won’t give a second chance to the retailing houses if their experience at a particular experience is not good.
So, if a retailer is dealing in trousers, s/he should be willing to provide varieties and choices in that product category by making available to consumers various brands operating in the field. Let the consumers decided which one is the best for them.
No wonder then, a host of careers too have come up in the field of retailing and more so in the field of fashion retailing which covers products ranging from clothing to jewellery to makeup to fashion accessories etc.
Some of the leading recruiters in the field are as follows:
-Relaince TrendsAditya Birla -Fashion and Retail Ltd (Pantaloons)
-Shoppers Stop
-Future Lifestyle Fashions Ltd
-Trent Ltd (Westside)
ITC Future Retail Ltd
Tatahe openings in above and other retailing companies available to young aspirants are in the following job categories:
-Merchandiser
-Retail Manager
– Department Head
– Window Merchandiser
– Public Relations and Promotions
-Store Head
-Product Manager
Some of the leading institutes providing training in the field include;
1. Fashion Retail Management, NIFT, New Delhi
2. M.B.A. in Retail Management, Panjab University, Chandigarh
3. College of Vocational Studies, University of Delhi, Sheikh Sarai, Delhi
4. Jesus and Mary College, University of Delhi, Chankya Puri Delhi
5. Central University of Jammu, Jammu
6.Footwear Design and Development Institute, Ministry of Commerce and Industries, Noida
6. Certificate course in Retail Management, NIFT, Bangalore
In addition to having a pleasing personality and excellent verbal and written communication skills, those desirous of making a career in the field should have the basic knowledge of the following important components of fashion retaling:
1. Knowledge of various fibres, fabrics and garments
2. Latest trends in fashion
3. Visual merchandising
4. Customer Relationship Management
5. Marketing and Sales
6. Public Relations and Promotions
