Distribution and Finance
Fashion Marketing
Marketing
Lesson Plan
Performance Objective
Upon completion of this lesson, the student will understand distribution and the importance of financial
planning.
Specific Objectives
• Explain channels of distribution for fashion products
• Describe activities of each channel member
• Acquire knowledge of distribution systems to understand their role in retailing
• Assess distribution strategies to improve effectiveness and minimize costs
• Identify sources of financial assistance
Terms
• E-tailing-the process of doing retail business via the Internet
• Manufacturer-an entity that makes goods in a process involving raw materials, components, or
assemblies, usually on a large scale with different operations divided among different workers.
Commonly used interchangeably with producer.
• Vendor – an organization that supplies specific goods or services to the business markets and/ or
organizational markets. Retailing definition: any firm from which a retailer obtains merchandise.
• Retailer-a merchant middleman who is engaged primarily in selling to ultimate consumers. One retailer
may operate a number of establishments.
• Direct Channel-a channel whereby goods and services are sold directly from producer to final user
without involvement of other independent middlemen.
• Distributor-distribution is common at the wholesale level and the manufacturer expects strong
promotional support. It is often a synonym for wholesaler.
• Indirect Channel-a channel of distribution of products that involves one or more steps, or
intermediaries.
• Wholesaler-person or firm that buys large quantity of goods from various producers or vendors,
warehouses them, and resells to retailers. Wholesalers who carry only non-competing goods or lines
are called distributors.
• Channel of distribution-the path a product takes from the producer to the consumer
• Financing-the means of getting the money to pay for the operation of a business
Time
When taught as written, this lesson should take approximately 2 days to teach.
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Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities may result
in the elimination of any or all of the TEKS listed.
130.343. (c) Knowledge and Skills
(6) The student knows that distribution channel members facilitate the movement of products. The
student is expected to:
(A) explain channels of distribution for fashion products
(B) describe activities of each channel member in the fashion industry
(C) acquire knowledge of distribution systems to understand their role in retailing
(D) assess distributions strategies to improve effectiveness and minimize costs
(7) The student knows that financial planning is necessary for success in the fashion industry. The
student is expected to:
(A) identify sources of financial assistance
Interdisciplinary Correlations:
English III
• 110.33(1)(a) Reading/Vocabulary Development determine the meaning of grade-level technical
academic English words in multiple content areas (e.g., science, mathematics, social studies, the arts)
derived from Latin, Greek or other linguistic roots and affixes
• 110.33 (1)(b) – Reading/Vocabulary Development analyze textual context (within a sentence and in
larger sections of text) to draw conclusions about the nuance in word meanings
• 110.33 (1)(c) – Reading/Vocabulary Development infer word meaning through the identification and
analysis of analogies and other word relationships
• 110.33(9)(c) – Reading/Comprehension of Informational Text/Expository Text make and defend subtle
inferences and complex conclusions about the ideas in text and their organizational patterns
• 110.33(11)(B) – Reading/Comprehension of Informational Text/Procedural Text translate (from text to
graphic or from graphic to text) complex, factual, quantitative, or technical information presented in
maps, charts, illustrations, graphs, timelines, tables and diagrams
• 110.33(12)(A) – Reading/Media Literacy evaluate how messages presented in media reflect social and
cultural views in ways different from traditional texts
• 110.33(12)(B) – Reading/Media Literacy evaluate the interactions of different techniques (e.g., layout,
pictures, typeface in print media, images, text, and sound in electronic journalism) used in multilayered media
• 110.33(12)(C) – Reading/Media Literacy evaluate the objectivity of coverage of the same event in
various types of media
• 110.33(12)(D) – Reading/Media Literacy evaluate changes in formality and tone across various media
for different audiences and purposes
Occupational Correlation (O*Net – www.onetonline.org/):
Job Title: Logistics Manager
O*Net Number: 11-3071.03
Reported Job Titles: Logistics Manager, Integrated Logistics Programs Director
Copyright © Texas Education Agency, 2014. All rights reserved.
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Tasks
•
•
•
•
Resolve problems concerning transportation, logistics systems, imports or exports, or customer issues.
Direct distribution center operation to ensure achievement of cost, productivity, accuracy, or
timeliness objectives.
Negotiate transportation rates or services.
Analyze the financial impact of proposed logistics changes, such as routing, shipping modes, product
volumes or mixes, or carriers.
Soft Skills: time management, complex problem solving, judgment and decision making, coordination
Accommodations for Learning Differences:
It is important that lessons accommodate the needs of every learner. These lessons may be modified to
accommodate your students with learning differences by referring to the files found on the Special
Populations page of this website (cte.unt.edu).
Preparation
• Teacher will review the terms in the outline, slideshow, and handouts to become familiar with lesson.
• Teacher will have assignments and vocabulary words ready to distribute to students.
• Teacher will have websites and pictures ready on projector for visual learning and comparison.
References
• Ekstrom, G., Justiss, M., & Glencoe/McGraw-Hill. (2006). Fashion marketing. New York:
Glencoe/McGraw Hill
• Professional marketing association websites
• Small business assistance websites
Instructional Aids
• Display for slideshow
• Ekstrom, G., Justiss, M., & Glencoe/McGraw-Hill. (2006). Fashion marketing. New York:
Glencoe/McGraw Hill
• Professional marketing association websites
• Small business assistance websites
Introduction
Learner Preparation
Ask the students to think about the last piece of clothing they purchased. Did they go to a store? Did they
purchase it online? Ask them “How do fashion marketers get products to potential customers?” Discuss
answers.
Lesson Introduction
SAY- Fashion Merchandise and products in general undergo quite a journey before they arrive at their final
destination, the consumer. The journey is channel distribution. There are two types of channel distribution:
direct and indirect.
SHOW- The students a simple product image that would be sold in a direct channel of distribution (Ex: bread
from bakery (on slideshow).
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ASK- Say: “Here is a loaf of bread from a local bakery.” Did it go through a direct or indirect channel of
distribution?
SAY- A direct channel of distribution is a path of distribution in which products are sold by the producer
directly to the customer.
SHOW- The students a product image of a professional team football jersey. Did this jersey go through a direct
or indirect channel of distribution?
SAY- An indirect channel of distribution is a path of distribution of products that involves one or more steps, or
intermediaries. For example, a product moves from the manufacturer, to the wholesaler, to the retailer, and
finally to the consumer.
SAY- Most fashion products take the indirect channel of distribution, due to materials and cost.
Outline
MI
Outline
Instructor Notes
(Day 1) After the introduction,
students will fill out the vocabulary
terms handout. Go over and discuss
all meanings and terms. Students
will then write down 4 products in
the fashion industry that would go
through a direct channel of
distribution and 4 products that
would go through an indirect
channel of distribution. Have them
give their opinion on what they feel
the best method of distribution is
for that product.
I. Channels of Distribution
A. Direct Channel
B. Indirect Channel
II. Distribution Strategies
A. What is the best method?
III. Distribution Systems
A. Manufacturer
B. Wholesaler
C. Retailer
IV. Fashion Soft-Goods Chain
A. Textile segment
B. Apparel segment
C. Retail segment
V. Financing
A. The importance of planning
B. Sources of assistance
(Day 2) Explain the distribution
systems and the three channels of
distribution within the soft-goods
chain. Explain that in order for
merchandise to get to the customer
on a timely basis, marketers must
consider the distribution of goods.
This includes financial planning,
pricing, and methods of physically
moving and storing goods. Discuss
the importance of financial
planning in the fashion industry.
Multiple Intelligences Guide
Existentialist
Interpersonal
Intrapersonal
Kinesthetic/
Bodily
Logical/
Mathematical
Musical/Rhythmic
Naturalist
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Verbal/Linguistic
Visual/Spatial
Application
Guided Practice
(Day 1) Channels of Distribution lesson (above)
(Day 2) Explain the distribution systems and the three channels of distribution within the soft-goods chain.
Discuss the importance of financial planning in the fashion industry.
Independent Practice
(Day 1) Students will write down 4 products in the fashion industry that would go through a direct channel of
distribution and 4 products that would go through an indirect channel of distribution.
Summary
Review
Ask students to answer the following questions aloud:
• What are the channels of distribution?
• What is a manufacturer?
• What is a wholesaler?
• What is a retailer?
• What are the three specific segments in the soft-goods chain?
• Why is planning important in finance?
Evaluation
Informal Assessment
Teacher will observe students during assignment. Teacher will move about the classroom, providing feedback
and making sure that students are on task.
Formal Assessment
Students will be evaluated on their Fashion Product Assignment.
Enrichment
Extension
Have students come up with companies who distribute products to their customers in an efficient manner.
Discuss the strategies these companies use to keep their customers happy.
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5
Distribution and Finance
Fashion Marketing
Marketing
Individual Fashion Product Assignment
Directions: Think of your own fashion product for distribution and write a one page plan.
The plan should include:
• The channels of distribution: direct or indirect? Why?
• Would you manufacture your product? Why?
• Would you purchase your product from a wholesaler? Why?
• What retailer would sell your product? Explain why your product would be placed in the retailer you
choose.
• Explain what financial resources you would use.
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Distribution and Finance
Individual Fashion Product Assignment
Rubric
CATEGORY
Organization
Quality of
Information
Quality of Writing
Paragraph
Construction
Amount of
Information
20
Information is very
organized with wellconstructed
paragraphs and
subheadings.
Information clearly
relates to the main
topic. It includes
several supporting
details and/or
examples.
Complete sentences
with good variety,
proper grammar, and
correct spelling.
All paragraphs include
introductory
sentence,
explanations or
details, and
concluding sentence.
All topics are
addressed and all
questions answered
with at least 2
sentences about
each.
15
10
5 or less
Information is
organized with wellconstructed
paragraphs.
Information is
organized, but
paragraphs are not
well-constructed.
The information
appears to be
disorganized.
Information clearly
relates to the main
topic. It provides 1-2
supporting details
and/or examples.
Information clearly
relates to the main
topic. No details
and/or examples are
given.
Information has little
or nothing to do with
the main topic.
Complete sentences,
correct spelling and
proper grammar.
Need more variety in
sentence structure.
Most paragraphs
include introductory
sentence,
explanations or
details, and
concluding sentence.
All topics are
addressed and most
questions answered
with at least 2
sentences about
each.
Complete sentences
with some improper
grammar.
Some incomplete
sentences and
fragments, some
misspelled words and
poor grammar.
Paragraphing
structure was not
clear and sentences
were not typically
related within the
paragraphs.
One or more topics
were not addressed.
Paragraphs included
related information
but were typically not
constructed well.
All topics are
addressed, and most
questions answered
with 1 sentence
about each.
Total Score ________
Maximum 100 Points
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7
Distribution and Finance
Fashion Marketing
Marketing
Term
Distribution and Finance Vocabulary
Definition
E-tailing
Manufacturer
Vendor
Retailer
Direct Chanel
Distributor
Indirect Channel
Wholesaler
Channel of Distribution
Financing
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