【正文】 ? Youth customers have more time to shop 年輕的消費(fèi)者有更多時(shí)間去購(gòu)物消費(fèi)? On line shopping just 4% of market 網(wǎng)上購(gòu)物只占了市場(chǎng)的 4%? Value retailers market share 20%, doubling in 6 years 零售業(yè)占整個(gè)市場(chǎng)的 20%的，在六年后還會(huì)翻番7Copyright: James Clark and Prentice DayUK market size and shape英國(guó)市場(chǎng)的規(guī)模和形式n Awareness of risk 現(xiàn)存的危機(jī)? Retail inflation at 7% versus 29% for economy over the last 10 years 最近十年內(nèi)零售業(yè)通貨膨脹率高? Brand and retailer loyalty is declining 顧客對(duì)品牌的忠誠(chéng)度下降? Consumer spending being diverted from clothing to non clothing markets 消費(fèi)者轉(zhuǎn)向非服裝類消費(fèi)? Retail market is mature 零售市場(chǎng)非常成熟? Price petition fierce in womens entry price point basics 剛進(jìn)入市場(chǎng)的女裝品牌的價(jià)格戰(zhàn)十分激烈8Copyright: James Clark and Prentice DayUK market size and shape英國(guó)市場(chǎng)的規(guī)模和形式n Awareness of trends 趨勢(shì)的感知? Consumer awareness of designer market results in less loyalty 市場(chǎng)變得選擇越來(lái)越多，設(shè)計(jì)款式越來(lái)越豐富，顧客開(kāi)始產(chǎn)生疑問(wèn)，為什么要對(duì)某一品牌保持忠誠(chéng)呢 ? Shopping seen as key social event for youth customers 對(duì)年輕消費(fèi)者來(lái)說(shuō)，購(gòu)物消費(fèi)被看成是一項(xiàng)主要的社會(huì)活動(dòng)? Womenswearwear style and price led 女裝趨勢(shì)由款式和價(jià)格所引導(dǎo)? Menswear brand and ease of shopping led 男裝消費(fèi)則更注重品牌和休閑? Price key factor in customer purchasing 在消費(fèi)者購(gòu)買中，價(jià)格是關(guān)鍵因素9Copyright: James Clark and Prentice DayRetail structures 零售職能結(jié)構(gòu)Buying and Merchandising購(gòu)買和商品企劃10Copyright: James Clark and Prentice DayManagement structure 管理結(jié)構(gòu)Director總經(jīng)理H of Buying產(chǎn)品購(gòu)買部門總監(jiān)H of Merchandising商品企化部總監(jiān)H of Design設(shè)計(jì)部總監(jiān)Buying teams購(gòu)買小組Merchandising teams商品企化部小組Design teams設(shè)計(jì)部小組11Copyright: James Clark and Prentice DayBuying structure 購(gòu)買部結(jié)構(gòu)Buyer買手Assistant Buyer助理買手Buyers Assistant買手助理12Copyright: James Clark and Prentice DayMerchandising structure 商品企劃部Merchandiser商品企化師Assistant Merchandiser助理商品企劃師Allocator配貨員13Copyright: James Clark and Prentice DayRelated roles 相關(guān)的部門n Design 設(shè)計(jì)部門? Head of design ensures consistent brand equity across all categories 設(shè)計(jì)總監(jiān)要確保品牌內(nèi)的所有產(chǎn)品都保持品牌品質(zhì)的一致性? Individual designers work with individual buying teams 一個(gè)設(shè)計(jì)師和一個(gè) 購(gòu)買小組一起合作n PR and Marketing 公共關(guān)系和市場(chǎng)營(yíng)銷部門? Communicate brand equity to customers 向顧客傳達(dá)品牌品質(zhì)? Work in liaison with buying teams 和購(gòu)買小組協(xié)調(diào)一致進(jìn)行工作n Quality assurance 質(zhì)檢部門? Monitor supplier quality versus UK regulations 按照英國(guó)的質(zhì)檢會(huì)要求檢查 供應(yīng)商的貨? Involvement in supplier base management 參與到供應(yīng)基本管理n Retail 零售部門? Ensure store design and layout is consistent with buying strategy 保證店鋪 設(shè)計(jì)和陳列都和買手制定的銷售戰(zhàn)略保持一致n Supply chain 供應(yīng)鏈? Manages stock management logistics, systems and process 管理庫(kù)存，配 貨，系統(tǒng)和整個(gè)過(guò)程14Copyright: James Clark and Prentice DayNotes on structure charts對(duì)職能結(jié)構(gòu)圖的說(shuō)明n Guide to structure charts 結(jié)構(gòu)圖? Structures vary according to plexit