For both the retailers and manufacturers, the goal of fashion merchandising and marketing is to ensure that the merchandise is sold at a profit (Steele 295). To achieve this, one needs careful coordination and execution of the business strategies. The success of the fashion business hinges on fashion merchandising and fashion marketing. Owing to the advances in information technology, customers all over the world have become more knowledgeable and inquisitive, due to information on the fashion industry that is readily available on the internet. It is thus important for those involved in fashion retailing to ensure that the needs and wants of their target customers have been met. In an effort to overcome this challenge, fashion manufacturers are now producing specific fashion merchandise to suit the needs of specific customers (Kotler and Armstrong 81). Since fashion retailers are constantly in contact with the final customers, they are more likely to know the needs and wants of their target market. This is important in a highly competitive business environment. If fashion manufactures are not updated with the needs and wants of the end-consumer, they may lose their share of the market. In order to safeguard their market share, some fashion producers may contemplate shifting from the manufacture of fashion merchandises to retailing fashion merchandise. The research paper endeavors to examine the advantages and disadvantages associated with such a move. For a long time, fashion producers have primarily concentrated in the production of their merchandise in an easy and economical manner. A lot of money and time would be spent on consumers in an attempt to convince them that their merchandise suits the needs and wants of the consumers. However, as packaged foods, automobiles and healthy products recorded successful growth through marketing, fashion businesses also adopted this concept (Steele 296). When fashion producers switches to fashion retailers they are in close contact with their clients and as a result, this enhances the relationship that they share with their clients. This is a positive sign for good business. Principles of marketing therefore become vital for the business. Owing to the constant contact with the end-consumers, they are also likely to know the needs and wants of the customers. Consequently, they have to ensure that they provide merchandise that has been customized to suit the requirements of the market. Fashion producers are also likely to have an enhanced access to the market. They are therefore better placed to study the retail market well, thereby improving their competitiveness. Retail fashioning also enables one to provide branded merchandise to the market. Customers would be willing to offer premium prices for such merchandise, and this incenses the profit earnings of a fashion retailer. There is also the issue of consumer loyalty, because they are able to get what they want. Consequently, the fashion retailer is more likely to have repeat business with such customers (Steele 297). Brand orientation brings with it the dimensions of functionality, distinctiveness, symbolism, and value addition (Bridson & Evans 404). As such, when a fashion retailer become more brand- oriented, he/she is likely of of