| Summary: | 碩士 === 國立臺灣藝術大學 === 圖文傳播藝術學系碩士班 === 99 === The Taiwanese clothing retail market displays great diversity; especially in the ever-changing women's market. To explore the merchandise selection retailers base their fashion clothing purchase choices, this study aims to establish the selection criteria retailers use when purchasing fashion clothing.
This study aims to understand retailer’s merchandise selection and establish the relative importance of their choices. The research procedure can be divided into two phases: For the first phase a survey was conducted using questionnaires and face to face interviews with 10 retailers selling clothing for middle-aged women. From the keyword research, 11 merchandise selections, such as material, color, and style, were classified and ranked. According to the analysis the clothing could be categorized as popular designs and basic designs. Cotton was the most popular material, while black was the most popular color among the retailers. Popular designs focused on trends and decorative lines, primarily featuring long tops and leggings. Basic designs focused more on the principle of simple lines and a high level of matching, with high collar designs and T-shirts dominating. In the second phase the merchandise selection (criteria) obtained by the questionnaire survey was used to design experimental samples of both popular designs and basic designs. Using the experimental sample, a survey with 30 retailers was conducted to determine their willingness to sell the products. Descriptive and statistical analysis indicated that regarding the four significant aspects fashionability, functionality, cost-effectiveness, and consumer characteristics, the willingness to sell was higher for the basic designs than for the popular designs.
This study summarizes 11 merchandise selection criteria for retailers’ merchandise selection, and the relative importance of their choices. For this reason, two clothing types, popular and basic, were designed. In addition to analyzing the questionnaire data, the designed clothes were also sold through supply vendors to retailers in China and Taiwan.
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