Learning Goal: Differentiate the main types of merchandising roles and their day‑to‑day focus.
Complete Lesson Content:

  • Brand Merchandiser: Works for a specific label. Involved in product development, costing, sourcing, production tracking, and selling to retailers. Often travels to factories.
  • Retail Merchandiser: Works for a multi‑brand store or department chain. Focuses on selecting merchandise from many brands, planning assortments, managing inventory, and markdowns.
  • E‑commerce Merchandiser: Similar to retail but digitally native. Analyses website metrics, personalises online assortment, manages product pages, and works with digital marketing.
    Each requires similar core skills but applies them differently.
    Step‑by‑step Explanation:
  1. Research these roles on LinkedIn.
  2. Note keywords in job descriptions: “OTB”, “assortment planning”, “vendor negotiation” for brand; “range planning”, “buying”, “allocation” for retail.
  3. Decide which environment excites you most.
    Best Practices: Try to gain experience in more than one type early in your career for a broad skillset.
    Common Mistakes: Choosing a path only based on a brand name, not the type of work.
    Real Industry Example: A brand merchandiser at Nike works closely with factories on cost and timelines, while a buyer at Macy’s selects Nike products for different stores.
    Mini Case Study: A student thought she wanted to be a buyer, but after an internship in retail merchandising, she realized she loved brand‑side product development more. Early exposure clarified her path.
    Practical Activity: Find 3 job ads: one for a brand merchandiser, one for a retail buyer, one for an e‑commerce merchandiser. Highlight the top 3 responsibilities for each.
    Assignment: Write a one‑page comparison of the three types, and conclude which interests you most and why.
    Lesson Summary: Merchandising is a broad field; understanding the landscape helps you target the right career.
    Key Takeaways:
  • Brand = product creation focus.
  • Retail = product selection and inventory.
  • E‑comm = digital and data‑heavy.
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