FEATURES THE USE OF THE MERCHANDISING IN THE SYSTEM OF PROMOTION FASHION RETAIL COMPANIES

Petuhova A.V., Dibrova T.G.,candidate. economy. Science, Associate Professor
National Technical University of Ukraine "KPI"

FEATURES THE USE OF THE MERCHANDISING IN THE SYSTEM OF PROMOTION FASHION RETAIL COMPANIES

This article discusses the possibility of using merchandising in retail and identified features of its use in the promotion. Reveals the concept of "merchandising". Considered the basic functions that merchandising performs. Comparison of the goals and objectives of the manufacturer and the retailer revealed that retailer unlike the manufacturer is not interested in selling a particular product, he considers goods not as the ultimate goal, but as a tool with which he makes money. Considered merchandising tools and analysed their basic functions. Analysed using merchandising tools by clothing manufacturers in Ukraine and defined the specificity of the Ukrainian market for the development of fashion stores. Considered features of market strategy for the company «MANGO» and reviewing the use of merchandising in company stores. On the basis of this analysis identified the main disadvantages of using merchandising tools by the company «MANGO» and proposed ways to improve them.

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