Business of Fashion

Paper Code: 
HCT 224
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to-

  • Understand the concept and factors involved in fashion.
  • Know about the centres of international fame & their contribution in fashion.
  • Develop understanding of merchandising & retailing and its importance in today’s consumer market.
  • Gain knowledge about the management aspect of retailing.

Course

Learning Outcomes                   (at course level)

Learning and Teaching Strategies

Assessment Strategies

Paper Code

Paper Title

 

 

 

HCT 224

 

 

 

Business of Fashion

(Theory)

The students will be able to –

COCT47: Explain evolution of fashion and contribution of fashion centers in fashion industry

COCT48: Develop the concept of merchandising activities in a retail setup

COCT49: Outline the different types of window display and interior display

COCT50: Develop the concept of E- retailing

Approach in Teaching :

Discussion, Interactive Lectures, Power Point Presentation

Learning Activities for the Students:

Self Learning Assignments, Field Trips

Quiz, Power Point Presentations, Chart/Poster Presentation,  Individual and Group Projects, Semester End Examination

 

 

12.00
Unit I: 
UNIT I: Fashion Concepts
  • Fashion Terminology, Principles of Fashion.
  • Theories of Fashion Adoption:
  • Traditional Fashion Adoption (Trickle Down Theory)
  • Reverse Adoption (Trickle Up or Bottom Up Theory)
  • Mass Dissemination (Trickle Across Theory)
  • Components of Fashion – Silhouette, Detail, Colour, Fabric, Texture.
  • Psychology of Fashion, Factors affecting fashion and its change.

 

8.00
Unit II: 
UNIT II: Fashion Evolution & Centers
  • Fashion Evolution – Fashion Cycle, Length of cycle, Fashion Leaders & Followers.
  • Fashion forecasting.
  • Sources of advanced fashion information
  • Fashion Centers: France, Italy, England & United States, Milan, Japan

 

7.00
Unit III: 
UNIT III: Marketing Management
  • Introduction to Management and its Basic functions.
  • Fashion Marketing and Marketing Environment                               
  • Level of Market Segmentation

Segmenting Consumer Markets

10.00
Unit IV: 
UNIT IV: Merchandising
  • Introduction & elementary knowledge of Merchandising.
  • Merchandise Planning- Planning, controlling and executing merchandise budget, costing & pricing strategies.
  • Visual Merchandising- Types of displays-Window display and interior display, careers in merchandising and the future of merchandising.

 

 

8.00
Unit V: 
UNIT V: Retailing
  • Meaning & importance of retailing.
  • Modern retail stores and future trends (Franchise retailing, Departmental stores, specialty stores, chain retailers, mail order houses, shopping malls).
  • Designer label v/s Brands.
  • E- Retailing

                         

 

Essential Readings: 
  • Gini, Stephens. Frings., Fashion from Concept to Consumer, Prentice Hall, New Jersey.
  • Stone, Elaine. & Samples, J.A., Fashion Merchandising: An Introduction, McGraw Hill Book Company, New York.

 

 

References: 
  • Harold, Carr & Barbara, Latham., Fashion Design and Product Development, (1992),
  • Blackwell Science Ltd.
  • Carter, E., The Changing World of Fashion, (1977), G. P. Putnam’s Sons, New York.
  • Rubin, L.G., The World of Fashion, (1976), Canfield Publication, San Fransisco.
  • Brackman, Helen. L., Theory of Fashion Design, John Wiley and Sons, New York.
  • Sharon, Lee. Tate., Inside Fashion Design, Harper and Row Publishers, New York.
  • Cahan, L., A practical guide to Visual Merchandising, (1984), John Wiley and Sons, New York.
  • Packard, S., Fashion Buying & Merchandising (2nd Edition), (1983), Fairchild, New York.

 

 

Academic Year: 
2021-2022
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