Chapter – 11

Fashion Design and Merchandising

In this post, we have given the Important Questions of Class 12 Home Science Chapter 11 (Fashion Design and Merchandising) in English. These Important Questions are useful for the students who are going to appear in class 12 board exams.

Board	CBSE Board, UP Board, JAC Board, Bihar Board, HBSE Board, UBSE Board, PSEB Board, RBSE Board
Textbook	NCERT
Class	Class 12
Subject	Home Science
Chapter no.	Chapter 11
Chapter Name	(Fashion Design and Merchandising)
Category	Class 12 Home Science Important Questions in English
Medium	English

Chapter 11 Fashion Design and Merchandising

Very Short Answer Questions (1 mark)

Q1. Who is a Fashion Merchandiser?

Ans- The fashion merchandiser is someone who converts his inspiration into design. He plans produces, promotes and distributes the product according to the needs and demands of the consumers.

Q2. What is term given to a category of consumer that a merchandiser targets at to sell his product?

Ans- Target Market

Q3. Which two types of merchandisers are there in an export enterprise?

Ans- Buyer Merchandiser ii) Production Merchandiser

Q4. Which inventions of the Industrial Revolution encouraged the production and trade of textiles?

Ans- The invention of spinning machine and machine loom.

Short answer questions (2 marks)

Q1. What are the functions of Sales and Promotion Division in a fashion merchandising store?

Ans-

• The act of creating advertisements to increase sales.
• Visual merchandising.
• Management of special events
• Organizing public relations and publicity.

Q2. What is the role of buying agency in fashion business?

Ans. The buying agency provides services for goods buying consultancy. A buying agent has the following responsibilities:

• Identification of vendors
• Price negotiation
• Quality check at the time of manufacture
• Quality check before shipment.

Q3. What is the difference between style and fashion?

Ans.

• Style is the special appearance of a garment or its accessories.
• One or several styles which are the most prevalent in a given period are called fashions. Style comes and goes in fashion.

Q4. “To interpret consumer demand one should understand target market and customer motivations. Explain

Ans.

• it is very important for any fashion trader to identify and understand the target market for his product.
• Target market is the category that the merchant targets to sell his product.
• According to the demand and requirement of the consumers of its target market, the sales department decides the policies to sell its product.
• Consumer-centric policies encourage customers to buy more. This gives the producer more profit.

Short answer questions (3 marks)

Q1. Describe the three primary skills that a fashion designer or merchandiser must possess.

Answer. Essential skills that a fashion designer and merchandiser should have.

• Forecasting ability- Forecasting ability in relation to predict the future fashion trend based on past future and present fashion trends.
• Analytical ability- They should know about the economy as a whole, know the economy of their specific companies and understand how certain styles can fit into the consumer’s budget so that they can get proper benefits from their capital investment.
• Communicability- They should have the ability to negotiate with the manufacturer to fix prices and have the communicative ability to sell products to the public (through advertisements, newspapers etc.).

Q2. How is the organization system of the fashion retail industry divided?

Ans. Organization system in fashion retail industry is divided into three parts based on different types of business materials, size of business and target customer.

• Small single unit store: These are neighbourhood or local shops owned by a person or his family.
• Departmental stores: It consists of different departments like clothing, sport goods, electronic equipment etc.
• Chain stores: Retail shops of the same brand and central management. They have standardized business methods and practices.

Q3. Define the fashion cycle and write the names of its stages.

Ans. The way in which a fashion changes is usually described as fashion cycle. The lifespan of any fashion is completed in 5 stages.

• Presentation of style
• Increase in popularity
• Peak of popularity
• Decline in popularity
• Rejection of a style

Long Answer Questions (4 marks)

Q1. Your friend wants to pursue fashion design and merchandising as fashion trends is an essential part of this career. He can his career, guide him by telling about the options available.

Ans. Scope (Livelihoods in the field of Fashion Design)

• Visual Merchandise Designer: These are responsible for the following tasks:
  • Designing Window displays
  • Store arrangement
  • Creating attractive props and accents.
  • Organising clothing placements
  • Styling mannequins
  • Spearheading advertising campaigns
• Fashion designer: The following tasks to be done
  • Specific work of clothing and apparel design.
  • Working with popular designers.
  • Doing your own fashion work.
• Set designer they are assigned for
  • Conceptualize designs needed for movies television and theatre production
  • Producing set designs for trade exhibits and museums
• Interior Designer:
  • To combine form with function.
  • Introduce interior concepts in a particular place or area that enhances its beauty, security and functionality like retail shops, houses, offices, hotels etc.

Q2. Enumerate the various divisions of a fashion store State any two functions of each division.

Ans. Major department of fashion retail organization-

• Merchandising Division- Buying, selling, business planning and control.
• Sales and Promotion Division- Advertising, publicity, visual merchandising, special events publicity, public relations.
• Finance and Control Division- Credit, account payable and inventory control i.e. all types of financial transactions
• Operational division- Maintenance of facilities, stores and merchandise protection, personnel, customer service, receiving and marketing of merchandise
• Personnel and Branch Store Division- If stores are very large then this department is required. It decides who, when and where a person will be deputed for work

Long answer questions (5 mark)

Q1. Outline the major steps in development of fashion.

Ans. Fashion Development—

• The ancient and medieval styles did not change for almost a century. Fashion changes were encouraged by Western civilization due to globalization.
• Fashion Hub France
  • France’s dominance in international fashion began in the 18th century.
  • The style of royal costumes of Emperor Louis XIV and his court members made Paris the fashion capital of Europe.
  • The silk, ribbon and lace for the items of the emperors and courtiers were supplied from different cities of France and the garments were hand-stitched according to the person’s size or measurements.
  • The art of garment making was called Couture. The man who designed the garment was called couturier and the woman counterpart was a couturiere.
• The industrial revolution marked the beginning of technological advances in textile and apparel production.
  • Due to the invention of spinning machine and machine looms, more items started being manufactured in a short time.
  • The invention of the sewing machine transformed handicrafts into an industry. In 1859 Issac Singer developed the foot treadle for the sewing machine.
  • In 1849 Levi Strauss made pants using clothes intended for tents and wagon covers, with pockets to hold tools. These became popular and were known as ‘denims’.
• From the 1880s, the practice of wearing skirt blouses by women was the first step towards the manufacture of ready to wear clothing.
• By 19th century affordable fashion were made available to the general public through fairs and and Bazaars. This helped both buyers and sellers to bargain according to their need.
• Due to large number of people settling in towns and a growing demand for a variety of goods, general stores and retail shops were set up.

Q2. What do you understand by fashion merchandising? Describe the role of a merchandiser in every aspect of fashion business.

Ans. Fashion merchandising means making necessary plans at the right place at the right time and at the right price that will encourage the sale of the product.

Role of fashion merchandiser in fashion

• Manufacturing
• Buying
• Promotion
• Selling

1. Manufacturing:-To make any piece of clothing and to turn his vision into reality, a fashion merchandiser needs to pay attention to the following facts and procedures related to the textiles.

• Historical and sociocultural understanding of fabric
• Fiber and fabric manufacturing process
• Best way to manufacture the style
• Price and Target Market

2. Buying:- The fashion merchant buys fashion materials to keep in his shop.

• He must be aware of the target market:
• He should be skillfull in making fashion trend analysis and forecasting so that he can make accurate orders for goods.

3. Promotion:- When a fashion trader works for a designer, his primary responsibility is to bring the designer’s products to stores where it can be sold in large quantities. For this, he needs to have

• A creative mind, strong visual merchandising and production skills.
• To promote the products of the designer, the fashion merchandiser participates in fashion exhibitions and find the target market for the products.

4. Selling:- Fashion merchants are responsible for selling fashion items to the stores and the goods are sold in the shop (stores), For this, he should have knowledge of

• Market trends so that he can forecast and recommend production.
• Art of displaying the fashion items in the stores in an attractive way.

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