APPAREL MARKETING AND MERCHANDISING

Paper Code: 
DHSC 613 (C)
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives (COs):

This course will enable the students to –

  1. Impart knowledge to students related to apparel marketing and merchandising.
  2. Impart knowledge about trend forecasting.
  3. Develop understanding of merchandising & retailing and its importance in today’s consumer market
  4. Understand marketing, merchandising, presentation and export marketing.

 

Course Outcomes (COs):

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

  
 

The students will be able to –

 

CO317:Develop understanding of apparel marketing, management and consumer buying behaviour

CO318:Outline forecasting and its importance in fashion industry

CO319:Describe elements of merchandising and emerging retailing trends in industry

CO320:Develop understanding about working of fashion brands and product management.

CO321:Categorize the promotional programme, SWOT analysis and sales promotion techniques

 

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments

 

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation,  presentation, Giving tasks

 

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation

 

  
 

 

12.00
Unit I: 
Fashion Trend Forecasting
  • Forecasting
  • Steps in developing a Forecast
  • Sourcing & cataloguing of fabrics
  • Seasonal Trend Analysis- Colour, silhouettes & detailing, material & textures, print & graphics, accessories trends

 

12.00
Unit II: 
Fundamentals of Fashion Marketing, Market: Segmentation, Targeting & Positioning and Consumer Buying Behaviour

 

  • Marketing Environment
  • 4P’s of Marketing
  • Pricing Objectives & Methods
  • Market: Segmentation and Targeting
  • Brand Positioning
  • Consumer Buying Behavior
12.00
Unit III: 
Fashion Merchandising and Buying
  •  Concept of Merchandising
  •  Merchandise Category-Staple, Fashion & Seasonal
  •  Assortment Planning
  •  Buying Organizations & Techniques
  • Inventory Management 
12.00
Unit IV: 
Fashion Brand and Product Management
  • Brand Management: Meaning & Process
  • Brand Management Concepts: Brand Name, Brand Attributes, Brand Identity & Image
  • Product Classification & Product Lifecycle
  • New Product Development: Process & Challenges

 

 

12.00
Unit V: 
Introduction to Fashion Retailing

 

  • The Global Impact of Fashion Retailing
  • Types of Retail Institutions
  • Retail Promotion-Advertising, Sales promotion & Personal selling
  • Visual Merchandising in Retail
  • Trends in Retail industry
Essential Readings: 

 

  • Rosenau, J. A., Wilson David L. David. (2006), Apparel Merchandising-The line starts here, Fairchild publications, New York.
  • Donnellan John (1999), Merchandise buying & management, Fairchild publication, New York.
  • Stone, Elanie & Samples, Jean. (2015), Fashion Merchandising, McGraw Hill, New York.
  • Stephens, Frings Gini (2008), Fashion Concept to Consumer, 3rd ed., Prentice Hall International, New Jersey.
  • Nirupama, Pundir (2007), Fashion Technology-Today and Tommorow, Mittal publications, New      Delhi.
References: 

 

  • Jackson, Tim & Shaw, David (2008), Fashion buying & merchandising management, Palgrave Macmillan publisher, London.
  • Pradhan Swapana (2012), Retailing Management: Text and Cases, McGraw Hill Education; 4 editions.
  • Kaneez. F. & Sheikh. A. (2011), Retail Management, Himalayan Books
  • Burns, Leslie. Davis & Bryant. (2005), The Business of Fashion, Fairchild Publication, New York.

E-Resources:

 

Reference Journals:

          https://www.emerald.com/products/journals/journals.htm

Academic Year: 
2023-2024
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