The purpose of this study was to determine the importance of micromarketing merchandising in the apparel retail industry. Review of available literature was conducted to obtain variables that effected micromarketing merchandising in different industries. General merchandising managers of 20 apparel retail store chains were interviewed, A qualitative analysis of the transcribed interviews indicated that assortment, demographics, pricing, and customer loyalty were the variables that effected micromarketing merchandising in the apparel retail industry. The sub-variables in the study included lifestyle, ethnicity, store size and location, customer service and customer loyalty programs. Limitations and implications were discussed.