APPAREL MARKETING AND MERCHANDISING (THEORY)

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

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

Course Learning Outcomes (CLOs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

                                                                                                                               

                                                                                                                              

DHSC 613C

 

 

 

 

 

                                                                                                                                DHSC 613                                                                              

 

Apparel Marketing And Merchandising

(Theory)

 

 

 

 

 

 

The students will be able to -

CLO288: Understand principles of apparel marketing, management and consumer buying behavior.

 CLO289: Comprehend trend forecasting and its importance in fashion industry.

CLO290: Describe elements of merchandising and emerging retailing trends in industry.

 

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

·         Marketing Environment

·         4P’s of Marketing

·         Market: Segmentation, Targeting & 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
  • Pricing Objectives & Methods

 

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

 

 

References: 
  1. Easey, Mike, Fashion Marketing, Blackwell Science Ltd, London 1995.
  2. Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall,  New Delhi 1998.
  3. Donnellan, John, Merchandise buying & management, Fairchild publication, New York, 1999.
  4. Stone, Elanie & Samples, Jean. A., Fashion Merchandising, McGraw Hill, New York.1985.
  5. Stephens, Frings Gini, Fashion Concept to Consumer, 3rd ed., Prentice Hall International, New Jersey, 2008.
  6. Green, Wood, Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
  7. Diamond, Jay & Ellen,  Contemporary Visual Merchandising and Environmental, Pearson Prentice Hall, Fourth Edition

 

 

Academic Year: 
2020-2021
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