Apparel Product Lines

Merchandisers develop product lines using combinations of styles that satisfy similar or related needs. The term product line is used in at least two ways. In a general context it is used to refer to all the items presented for sale by a firm. For a firm, the total product line may be Pants or Shirts. This general product line often has several divisions, and each of these may also be referred to as a product line but is more specific. In this context, the term product line refers to a group of items that is (1) closely related because it satisfies certain needs, (2) used with other items, (3) sold to the same target market, (4) marketed within the same outlets, and/or (5) priced within similar price ranges. For example, within Pants line there may be a line of women's Pants. Children’s Pants, and men's Pants. Each of the specific lines of Pants may also be divided into classifications or categories. Classifications in men's Pants might include dress Pants, casual Pants, and work Pants.

Within each line and / or classification the merchandiser builds an assortment, which is the range of choices offered at a particular time. The assortment is determined by the number of styles, sizes, and colors, in which products are offered. Styles in a classification are often modified from one season to the next. A design is a specific or unique version of a style that has not yet be accepted into a product line. Designs that are accepted into a line are given a style number and from then on are simply referred to by manufacturers and retailers as a "style," a "style number," or simply "number." A style number provides identification of the product throughout the manufacturing and distribution process.

The product line is an apparel firm's source of potential profit; therefore, its content, development, and production require constant analysis and planning. The wrong mix of products may not appeal or meet the needs of the specific target market and thus would limit sales and profits. The number of lines produced in a year and the number of styles or variety in each line depend on the nature of the product(s) and the individual firm's objectives, strategies, size, and projected sales volume.

Large apparel firms may have several product lines for each selling season. Each product line may be marketed at a different price range, under a different label, and targeted to a different market segment. This gives the firm broader market coverage. Each of these lines may have a different merchandise manager.