APPAREL MARKETING AND MERCHANDISING COURSE CODE (PRACTICAL)

Paper Code: 
DHSC 614(C)
Credits: 
2
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. Understand the product planning and its development.

 

Course Outcomes (COs):

 

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

  
 

The students will be able to –

 

CO322:Develop skill in designing promotional material for marketing   

CO323:Create catalogue and theme based window display

CO324:Analyze  the marketing and promotional techniques of fashion and apparel companies

CO325:Create fashion forecast analysis

Approach in teaching:

Interactive Lectures, Discussion, Tutorials

 

Learning activities for the students:

Practical exercises, Simulation, Portfolio Preparation, Giving tasks

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

 

  

 

Unit I: 
CONTENTS
  • Fashion forecast analysis:                                                                 20 hrs
  • Develop mood boards & theme boards
    • Colour
    • Silhouettes & detailing
    • Material & textures
    • Print & graphics
    • Accessories
  • Prepare a Catalogue of various available/sourced fabrics                 10 hrs
  • Fashion Trend Report (Project)                                                       
  • Case Study of various Brands                                                         
  • Designing of promotional material                                                      15 hrs
  • Catalogue-Accessories, Children’s wear, men’s wear, women’s wear
  • Brochures/Leaflets
  • Shopping/Carry Bags
  • Visiting Cards
  • Advertisement-For print media
  • Display                                                                                               15 hrs
  • Market Survey of Fashion brand Stores
  • Theme based Window display                                                  
  • Analyzing assortment plan for a store       

 

 

Essential Readings: 
  • Easey, Mike, Fashion Marketing, Blackwell Science Ltd, London 1995.
  • Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall,  New Delhi 1998.
  • Donnellan, John, Merchandise buying & management, Fairchild publication, New York, 1999.

 

References: 

 

  • Stone, Elanie & Samples, Jean. A., Fashion Merchandising, McGraw Hill, New York.1985.
  • Stephens, Frings Gini, Fashion Concept to Consumer, 3rd ed., Prentice Hall International, New Jersey, 2008.
  • Green, Wood, Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
  • Diamond, Jay &Ellen, Contemporary Visual Merchandising and Environmental, Pearson Prentice Hall, Fourth Edition

 

E- Resources:

 

Reference Journals:

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

 

Academic Year: 
2023-2024
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