Lisa Elston Assoc. Faculty Saddleback College Fashion Design and Merchandising Quiksilver Huntington Beach, CA
Externship performed March May 2009 15202 Graham St., Huntington Beach, CA 92649
Externship Goals: To continue to update the student s industry skills and bring those to new and existing Fashion classes at Saddleback College. Bring specific industry tasks and job responsibilities such as tech packs and updated information on how the merchandising team works. Provide tools and outline skills students will need for the merchandising job market.
Externship Description QS Boys, Kids, Toddler & Infant Program To work with the merchandising team creating a history book for the department in power point form to include the following information: Create Consumer Profile Retail Segmentation Product Segmentation Line Plans Wholesale/MSRP pricing strategy: good/better/best
Job Shadowing Regularly I met with the following people: Suzanne Ecker, VP QS Merchandising Kelly Dinh Ho, Director, QS Youth Merchandising Deanne Yap, Executive Assistant Stephanie McDonald and Nancy Diaz, QS Boys Merchandisers I attended production and merchandising meetings to review lines, costing, and sample delivery.
What is a merchandiser? Merchandisers work within larger manufacturing companies between designers and production departments. As described by the VP of merchandising the merchandiser is a hybrid position: 51% creative, 49% business /critical thinking. Merchandising positions have increased in the recent years. At Quiksilver, after their recent reorganization, there were less design positions and more merchandising positions.
Merchandising Duties: Market research Line planning and analysis Cost analysis Skills and computer software required: Excel Power Point Microsoft Office Garment construction Textile knowledge Marketing Business Planning & Development
PLM (Product Life Management) PLM is computer software being used in the apparel industry to track the status of a product from design to production. I was able to sit down with the Quiksilver PLM onsite specialist to get a review of the software and how it works. Currently PLM is not being taught in colleges, but would be a highly desirable job skill to have upon graduation.
PLM cyle: Development Process using the PLM system Merchandisers create a line plan. Within PLM system, a way to organize styles. Designers request pattern/body from technical department. Technical designer creates measurements for style requested. Designer creates BOM. Designating fabric, trims, etc. Tech pack is then created by merchandiser. Includes sketch, BOM and specs. Sourcing logs into PLM system to request a sample request from vendor. Vendor acknowledges receipt of request and updates status of sample. Receive first proto and have first fittings. Fitting notes and changes are sent to vendor with any updates to BOM and spec changes. Once proto approved, then on to pre-production, size set (run) and then T.O.P.
End Result Using Power Point and Excel I created a 24 slide presentation for the Boys, Toddler and Infants Division. Topics Included: Customer Profile Division styles by size Product Mix breakdown and chart Pricing breakdown by good, better, best categories Pricing strategy by style and department Core and vertical competition pricing charts Distribution strategy from customer data analysis Distribution by outlet Retail strengths and opportunities Market research results QSBY MERCHANDISING STRATEGY
For the future: I will be sharing this information in the following classes at Saddleback College: Fash 260 Children s Clothing Construciton Fash 235 Designing for the Fashion Industry Fash 289 Special Topics: AIMS certification Fash 289 Special Topics: Pre-productionTechniques
Thank you to everyone who helped me with this invaluable experience! Jen Barrios, Senior Merchandiser, Quiksilver Suzanne Ecker, VP Merchandising, Quiksilver Kelly Dinh Ho, Director, Youth Merchandising, Quiksilver Deanne Yap, Executive Assistant, Quiksilver Stepanie McDonald & Nancy Diaz, Boys Merchandising, Quiksilver Lindsay Fox, Department Chair, Fashion Design and Merchandising, Saddleback College Penny Skaff, and Tracy McConnell, CTE Saddleback College