Apparel Marketing and Merchendising

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

This course will enable the students

  •  To impart knowledge to students related to apparel marketing and merchandising.
  • To impart knowledge about trend forecasting.
  • To develop understanding of merchandising & retailing and its importance in today’s consumer market
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

 

 

Essential Readings: 

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: 
2019-2020
  • Printer-friendly version
  • PDF version